Beverage Dynamics Summer 2026 | Page 20

RESILIENT BRAND

SPIRITS RISING STARS( 000 9-Liter cases)

Crown Royal Chocolate Diageo-- 270 ++% Lalo Fifth Generation 150 220 46.7 % Jack Daniel ' s Blackberry Brown-Forman Corporation-- 219 ++%

Gran Coramino Proximo Spirits 75 150 100.0 % Flecha Azul Tequila WES Brands 93 105 12.9 % 400 Conejos Proximo Spirits 68 85 25.0 % Goodnight Loving Vodka Austin Vodka Company 38 75 97.4 % Scotty ' s Handcrafted Vodka Double Down Distilling 32 49 53.1 % Broken Shed Vodka Broken Shed Imports / MHW 36 40 9.5 % Amaro Averna Campari America USA 28 30 7.1 %

( p) Preliminary.(++%) Greater than 100 %. * Note: All figures are early preliminary BIG estimates of US volume consumption, subject to revision. ** 2020 Exception

EXPERIENTIAL MARKETING

Tying into the theme of social media’ s critical role in modern consumerism is the importance of experiential marketing, which naturally goes hand in hand. People want to share their favorite experiences and cultural moments on social media, so it’ s only natural for brands to expand into this arena.

“ Patrón continued building its deep roots in music culture,” says Ramirez-Laverde.“ Referenced in more than four hundred songs and long associated with celebration, the brand expanded its presence in music through a partnership with Live Nation, launching Hacienda Patrón— a two-level pop-up inspired by the brand’ s distillery in Jalisco, Mexico— at major festivals like Lollapalooza, Austin City Limits, and Dreamville. Designed to meet consumers where they’ re already celebrating, Hacienda Patrón delivered an immersive, elevated brand experience that brought the spirit of the distillery to life through curated cocktails. Engaging touchpoints, and a vibrant social atmosphere— seamlessly integrating Patrón into the moments that matter most to its audience."

“ That momentum continued with Patrón becoming the Official Tequila Partner of the 66th Annual Grammy Awards, bringing immersive activations and debuting‘ The Golden Record’ as the official cocktail for music’ s biggest night,” he adds.“ During Grammys Week, the brand hosted a 360−degree Patrón bar at Grammy House, served cocktails at major Recording Academy events like MusiCares Person of the Year and Recording Academy Honors Presented by the Black Music Collective and on the actual award night, backstage winners toasted with Patrón el Alto at the Patrón Reaching New Heights Bar... The brand also collaborated with legendary DJ Mustard on social content showcasing how he incorporated the iconic Patrón EL ALTO cork pop and unboxing sounds directly into his beats... Ultimately, Patrón succeeded because we did more than participate in culture, we helped shape it.”

Many Growth Brands winners likewise tapped into popular cultural events like festivals and professional sports.

“ Tres Agaves leaned heavily into sports, entertainment and cultural sponsorships— including University of Miami Athletics, the New York Rangers, Saratoga Race Course / Belmont Stakes and the Chicago White Sox,” says Wohld.“ These programs combined in venue branding, onsite sampling, branded bar placements and local retail tie-ins, driving strong engagement and incremental depletions in key markets.”

Ilegal Mezcal, a Resilient Brand winner owned by Bacardi, has seen its strongest marketing impact come from“ immersive, on-the-ground activations that let consumers experience the brand in a memorable, hands-on way,” reports Kaylan Rexer, Ilegal Mezcal ' s head of marketing.“ These moments go beyond traditional marketing and

20 Beverage Dynamics • Summer 2026 www. beveragedynamics. com