Beverage Dynamics Summer 2024 | Page 12

GROWTH BRANDS
FAST TRACK
hicles to veterans in need . “ We have contributed $ 139,000 towards this mission over the past few years of running the program .”
SOCIAL MEDIA SHINES
Brands always have to meet customers where they are , and these days that ’ s on social media . Creating content for these channels has never been more important , and will remain so for the foreseeable future . Especially as the target demographics become younger and younger generations .
In 2024 , “ We reorganized our organic social media to be more attuned to popular trends in pop and Gen Z culture ,” says Bouldin of Buzz-
Ballz . “ Thanks to viral content on social media platforms like TikTok , our BuzzBallz Biggies were hard to find on shelves for the whole year .
RISING STAR
We have created new production lines to produce more Biggies and keep up with that high demand .”
Brands remain committed to “ The Empress 1908 Gin brand has the highest socials and digital engagement in the gin category ,” says Dopkins . “ It also helps when Taylor Swift fans made cocktails on social media when her ‘ Lavender Haze ’ single was released at midnight , social content with Empress
SPIRITS FAST TRACK BRANDS ( 000 9-Liter cases )
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Brand
Supplier
2022
2023p
% Chg
Casamigos Tequila Diageo North America 2,360 2,470 4.7 % Don Julio Diageo North America 2,078 2,454 18.1 % Espolon Tequila Campari America USA 1,110 1,368 23.2 % Lunazul Tequila Heaven Hill Brands 918 1,266 37.9 % Woodford Reserve Brown-Forman Corp . 1,079 1,181 9.5 % Ole Smoky Moonshine Ole Smoky Distillery 847 851 0.5 % House of Cazadores Bacardi USA 759 833 9.7 % BuzzBallz Cocktails BuzzBallz 722 805 11.5 % Milagro William Grant & Sons 605 778 28.6 % Biggies BuzzBallz Cocktails BuzzBallz 112 629 ++% Aperol Campari America USA 390 547 40.3 % Ole Smoky Whiskey Ole Smoky Distillery 315 395 25.4 % Angel ' s Envy Bacardi USA 295 301 2.0 % Gran Centenario Proximo Spirits 230 266 15.7 % Campari Campari America USA 227 243 7.0 % Jefferson ' s Bourbon Pernod Ricard USA 177 196 10.7 % Mi Campo Constellation Brands 94 161 71.3 % St Germain Bacardi USA 152 157 3.3 % Woodford Reserve Double Oaked Brown-Forman Corp . 139 141 1.4 % Ole Smoky Salty Caramel Ole Smoky Distillery 128 140 9.4 % Old Forester Craft and SBBL Brown-Forman Corp . 102 103 1.0 %
SPIRITS COMEBACK BRANDS ( 000 9-Liter cases )
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Brand
Supplier
2022
2023p
% Chg
Proper No . Twelve Proximo Spirits 277 309 11.6 % Appleton Campari America USA 246 254 3.3 % Larceny Heaven Hill Brands 138 158 14.5 %
Source : The Beverage Information Group ' s 2024 Industry Overview Handbook ( P ) Preliminary
1908 Gin went viral , adding to the brands distinctivity !” Content is king on social media and digital in general . Savvy brands look for unique ways to capture consumer attention online .
“ Aperol recently introduced ‘ Life View ,’ a new platform on the Aperol website that allows viewers from around the world to experience a 360−degree interactive journey through authentic Venetian life ,” says Campari America ’ s Sengara , of the Fast Track winner .
“ Hosted on Google Maps Street View , Aperol ’ s ‘ Life View ’ allows viewers to immerse in Italian culture and explore the lesser-known scenes and waterways of Venice through the eyes of locals , including glass-blowing artists , gondoliers , fresh produce deliveries and more . Shot on an Insta360 Pro 2 camera in 8K 3D VR , the content captures every detail in every direction .” Social media also leads into digital sales . “ Ecommerce has also been an important channel for the Campari Group ,” Sengara says , “ as we look to further integrate strategic programs into our marketing platforms across the portfolio . [ Fast Track winner ] Espolòn remained the numer-one premium tequila sold online in 2023 .”
“ And , with IWSR forecasting total online beverage alcohol sales to grow 4.3 % in
12 Beverage Dynamics • Summer 2024 www . beveragedynamics . com