Beverage Dynamics Summer 2026 | Page 19

SPIRITS COMEBACK BRANDS( 000 9-Liter cases)

Campari Campari America USA 242 246 1.8 %

( p) Preliminary.

* Note: All figures are early preliminary BIG estimates of US volume consumption, subject to revision.

SPIRITS ESTABLISHED GROWTH BRANDS( 000 9-Liter cases)

Jim Beam Suntory Global Spirits 5,461 5,469 0.1 % Platinum 7X Sazerac Company 2,200 2,265 3.0 % Deep Eddy Heaven Hill Brands 1,728 1,745 1.0 % Elijah Craig Family Heaven Hill Brands 541 547 1.1 %

( p) Preliminary ACGR = Annual Compound Growth Rate * Note: All figures are early preliminary BIG estimates of US volume consumption, subject to revision. ** 2020 Off-premise exception

behind the scenes. That is exactly how we think about Patrón.”

At this point, all alcohol brands spend much time and energy connecting with consumers on social media, seeking out the platforms where they can find and celebrate with their fans.

“ Our approach this year was rooted in 360−degree marketing to ensure that Angel’ s Envy shows up in culturally relevant ways where our consumers are,” says a spokesperson for the Bacardi-owned brand, which won a Resilient Brand in 2026.“ One focus was expanding our brand presence into platforms like Reddit, where we know our audience actively research, discover and engage in authentic conversations around bourbon.” Agreeing with this sentiment is Wohld of Tres Agaves.“ The brand also saw increased momentum from integrated digital and ecommerce efforts, designed to meet consumers where they are researching and shopping for spirits today,” Wohld says.“ Digital discovery and retailer ecommerce platforms are playing a larger role in influencing purchase decisions, making omnichannel execution more important than ever.”

Haku, the Japanese vodka brand from Suntory Global Spirits that won a Resilient Brand award, reports that“ consumer interest was driven largely by the expansion of our social footprint, which boosted visibility and engagement,” according to a spokesperson from The House of Suntory.

A similar story emerged at Lalo, the Resilient Brand that was recently bought by Fifth Generation, maker of Tito’ s Vodka.

RESILIENT BRAND

“ What’ s really driven consumer interest is our lifestyle approach,” says Lalo González, co-founder and maestro tequilero.“ We’ ve never looked at Lalo as just a product to sell; it’ s a reflection of how we live and what we love, all while giving a glimpse of modern-day Mexico. That’ s always been at the center of how we show up and extends through our marketing.”

“ Our social media presence, Lalo’ s Instagram for example, is a reflection of the brand,” he adds.“ It highlights art, culture, community, celebration and heritage, and showcases the brand in a more editorial way to give people a sense of the world Lalo lives in.”

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