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GROWTH BRANDS- SPIRITS
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RISING STAR
SPIRITS GROWTH BRANDS AWARDS WINNERS
by KYLE SWARTZ
This past year has been tricky to navigate for all levels of the beverage alcohol industry. A number of headwinds have pressured sales while complicating the business environment. Consumer behavior has shifted, especially among younger LDA customers, who increasingly drink less alcohol. Conscious of both their health and their wallets— and coming of age during the Covid lockdowns and sweeping marijuana legalization— Gen Z generically prefers to stay home and consume cannabis. This is a significant change from Baby Boomers, who love wine and spirits, and Millennials, who reach for whiskey and craft beer. Gen Z buying habits have benefitted no- and low-alc and THC beverages, at the cost of the rest of the alcohol industry.
Elsewhere, post-Covid inflation has cooled down, but persists in our shaky economy, where many consumers still feel the pinch. The on-and-off threat of tariffs and trade wars from the new presidential administration has created additional uncertainty in the market.
Another hangover from the pandemic was product buildup at distributors and liquor stores. As the Covid-era buying spree slowed down among consumers, cases accumulated at the middle and retail tiers. This has been another drag on the industry.
Altogether the result was rough sledding for many spirits brands in 2024. That makes our Growth Brands Awards winners for this round even more impressive. They were able to increase growth during a time that saw many of their peers slide in the opposite direction. We applaud all of our winners for their remarkable achievements. Here’ s what worked in 2024.
PREMIUMIZATION REMAINS KEY
As consumers drink less but better, they increasingly reach for limited releases and rarer offerings. That is why so many brands have expanded their premium bottlings.
For instance: Multiple-Growth Brand award winner Woodford Reserve. Having already struck gold with their Double Oaked bottle in years past, the distillery in 2024 leaned even further into what was already working.
“ Double Double Oaked is our most exciting innovation this year,” says Elizabeth McCall, Woodford Reserve master distiller.“ This handcrafted double-barreled bourbon has a deep richness, unlike any other American whiskey on the market or anything you’ ve tasted from Woodford Reserve. Resting five to seven years in the first barrel, then up to two years in a second barrel handcrafted specifically to pull out extraordinary flavor notes, this whiskey has unexpected, complex and robust flavors normally found in whiskies many years older.”
“ It was previously only available at our distillery, and it sold out in hours of hitting shelves,” she adds.“ It’ s our most coveted bottled and now it’ s available nationally.”
It’ s that kind of upscale lifestyle product that many customers look for as they continue to view alcohol as an affordable luxury. Savvy brands have leaned into this consumer attitude.
In 2025, Fast Track winner Empress Gin kicked off a new marketing campaign called“ Make Life Extraordinary.”“ The captivating campaign debuted on March 2 during the prestigious Academy Awards television broadcast, and dramatizes how Empress 1908 Gin can elevate and transform any moment,” says Eric Dopkins, founder and CEO of Milestone Brands.“ The cinematic spot starts in black and white still frames, and then transitions to stunning full motion and full color visuals as a bartender pours Empress Gin and makes the occasion extraordinary.”
“ The commercial will continue to air throughout the year on television, streaming and digital and will also include print, out-of-home, and pointof-sale executions,” Dopkins adds.
Of course, these premium products
Elizabeth McCall,
Woodford Reserve master distiller
12 Beverage Dynamics • Summer 2025 www. beveragedynamics. com