GROWTH BRANDS 2026- SPIRITS
" we’ re bringing the tequila to proof without dilution, allowing the full expression of the agave to come through more depth, more structure and more intensity while still maintaining the balance.”
– Roberto Ramirez-Laverde, global SVP, Patrón Tequila
WHAT’ S NEXT?
What will drive growth in spirits in 2026 and beyond, as the industry continues to grapple with a worldwide pullback? Times of industrywide transition often see mergers and acquisitions.
“ As we look to the next few years, we see a great opportunity to grow our portfolio through acquisition and partnerships that compliment our portfolio strategically,” says Dunne, of The Lucas Bols Company.“ We have invested significantly in the last 18 months to expand and improve our team’ s capabilities. That has set the table for us to look towards the next stage of growth for our company. We believe there are vibrant cocktail brands out there looking for the right partner to unlock their potential in a very complex market like the United States. As a global cocktail company, we can take successes from around the world and apply those learnings in a strategic and thoughtful manner in the U. S. We also have an ambitious pipeline of innovation that we will be introducing in the mid-term.”
Products that won Growth Brands despite industry headwinds will continue to focus on what was working.
“ What we’ re doing is working, so now our focus is to scale it,” says Ibarguen, of Código.“ We’ re leaning into the standout quality of the liquid and showing up where discovery happens: on cocktail menus, in top tequila bars and restaurants, at events, through tastings, and across digital and social. However someone comes across Código, the goal is the same: to create that first sip moment that keeps them coming back.”
Perhaps the most cited argument for optimism amidst this challenging period is the excellent point that the alcohol industry has been around or many, many years. These are brands
with real history behind them, momentum that suggests sunnier times are ahead once more.
“ 2026 marks the 20−year anniversary of Ilegal, and that milestone will guide everything we do,” says Rexer.“ This isn’ t about a single campaign— it’ s about celebrating the brand’ s past, present, and future in a way that feels true.”
“ Our Bar Ilegal program— which serves as the experiential outpost inspired by Café No Sé, where the brand was born— will tour across the country in major cities,” she adds.“ Bar Ilegal is where the brand comes fully to life: live music, tattoo artists, across-thebar education and real community moments. It’ s not a pop-up for the sake of it— it’ s storytelling you can step into.”
Innovation will also remain a crucial component of Growth Brands winners as they prepare for the upcoming years.
Looking ahead, Patrón is focused on " continuing to educate around our deep-rooted craftsmanship while deepening our connection with the bartending community,” says Ramirez-Laverde.“ A big part of that is the launch of Patrón 100, which is a really important innovation for us.”
“ It’ s our first distilled-to-proof tequila, bottled at 100 proof and produced entirely using 100 % traditional tahona methods,” he adds.“ What that means is we’ re bringing the tequila to proof without dilution, allowing the full expression of the agave to come through more depth, more structure and more intensity while still maintaining the balance.”
And the trend of leaning into major cultural events will continue.
“ Tequila Don Julio is showing up around the FIFA World Cup 2026 as an Official Supporter with the launch of a limited-edition Tequila Don Julio 1942 FIFA World Cup 2026 bottle,” Harris says.“ The campaign will continue to roll out across key moments, with NYC-based activations and experiences planned as the tournament approaches, bringing the spirit of global celebration to one of its most iconic host cities.”
This is a common goal for many Growth Brands winners as they look ahead to 2026 and beyond.
" We’ re focused on building on the momentum we’ ve created by continuing to show up in culture in ways that feel authentic to Cazadores," says Needham. " That includes leaning into key cultural moments like fútbol this summer, while also activating around authentic Mexican cultural moments such as Fiestas Patrias, Día de Muertos and Las Posadas, where we can connect with consumers through celebration, heritage and shared cultural pride. We’ ll also continue to expand our Mercadito platform to bring the brand to life at festivals and culinary events through immersive, community-driven moments that highlight our heritage and cocktail culture."
Despite economic headwinds, shifting consumer behavior and increased competition, the 2025 Growth Brands winners demonstrate that success in today’ s spirits marketplace is still achievable. By embracing modern tastes, investing in experiential and digital marketing, offering new formats, maintaining quality and innovating with flavor, these brands found ways to connect with consumers in meaningful ways.
As the industry continues to evolve, the companies that remain agile, authentic and consumer-focused will be best positioned for growth. If 2025 proved anything, it’ s that even in a challenging environment, opportunity still exists for brands willing to adapt— and this year’ s Growth Brands winners have led the way forward. •
24 Beverage Dynamics • Summer 2026 www. beveragedynamics. com