Beverage Wholesaler Summer 2023 | Page 14

SPIRITS RISING STARS

Source : The Beverage Information Group ' s 2023 Industry Overview Handbook ( P ) Preliminary

“ In February 2022 , we introduced Angel ' s Envy Rye Whiskey Finished in Ice Cider Casks as the fourth release in our Cellar Collection ,” says Gigi DaDan , General Manager for Fast Track Award winner Angel ' s Envy . “ This first-of-its-kind whiskey was created by finishing seven-year-old , 95 % rye for 364 days in ice cider casks from Vermont-based Eden Specialty Ciders .”

“ Our Master Distiller Owen Martin , who joined the team in October , embodies Angel ' s Envy innovative mindset ; he will be critical in bringing a fresh perspective to the category ,” she adds . “ In the coming years , we ’ re looking forward to continuing our award-winning cask strength and special release programs with Owen at the helm .”

Whiskey brands hold onto consumer attention , amid our daily bombardment of information and distractions , through these innovative releases .

“ In September 2022 , [ Wild Turkey ] unveiled the limited-edition Master ’ s Keep Unforgotten , the seventh offering in this annual release ,” says Mark Watson at Campari , U . S . Marketing Director of Dark Spirits Portfolio . “ The Master ’ s Keep series was first launched in 2015 with Master ’ s Keep Aged 17 Years , and was inspired by Eddie Russel ' s desire to create something that enabled him to experiment with aging techniques and finishes . Master ’ s Keep Unforgotten is a blend of 13-year-old bourbon and eight-to-nine-year-old rye whiskey that is bottled at 105 proof .”

Wild Turkey won an Established Growth Brand this year , its 15th award overall , gaining entrance into our Growth Brands Hall of Fame .

TEQUILA REMAINS RED HOT Another category where premiumization stands out is tequila . Consumers no longer think of agave spirits as the cheap stuff behind blurry college nights , but as top-shelf sippers or craft cocktail ingredients .

“ We are in the midst of a tequila boom and have benefited from the overall growth of the category ,” says Lander Otegui , SVP of Marketing at Proximo Spirits , producer of Established Growth Brand Jose Cuervo . “ Tequila is one of the fastest-growing spirits globally , and experts anticipate this growth to continue into the next decade . In fact , according to IWSR , tequila recently overtook whiskey to become the second most valuable spirit in

Established the United States , and it Growth is set to surpass vodka by the end of 2023 .”

“ For one , our latest expression release , Cuervo Tradicional Cristalino , garnered fast fans in 2022 ,” he adds . “ Entering the Cristalino category was an exciting venture for the brand , as the cristalino category is the fastest-growing tequila segment in the U . S .,

14 Beverage Wholesaler • Summer 2023