Spirits
surround-sound media tactics , including a constant stream of content on the brand ’ s social channels , custom e-comm activations to further drive sales , and paid amplification in OOH and high-tier media partnerships .” And yes , alcohol is in the Metaverse . “ As a way to extend the celebration [ of a distillery expansion ] to our fans who couldn ’ t visit us in Louisville , we also created the Angel ’ s Envy Meta Distillery — the first distillery experience in Decentraland ,” says DaDan of Angel ’ s Envy . “ The Meta Distillery experience , which included a gamified and educational distillery tour , allowed us to reach our progressive consumers in a way that fit naturally into their increasingly digital lifestyles — and it likely helped introduce our whiskeys to new audiences as well .”
EXCITING FLAVORS Flavors stood out as a trend driving growth for many brands in 2022 .
“ Consumers are more interested than ever in trying flavored offerings , and through consumer research we satisfied their needs by unveiling Crown Royal Peach as a permanent SKU with our new platform titled ‘ Peach Time ’,” says Kelly of Diageo .
Many companies are looking to satiate the curious palate of the modern consumer .
“ In 2023 , we are launching two exciting new products . The first is Smoke Lab Saffron Flavored Vodka ,” says Ginley of NV Group USA . “ Saffron is uniquely Indian and is the world ’ s most expensive spice .”
The success of Whipshots reflects how consumers enjoy being creative with food and beverage products that they buy .
“ There was no one particular flavor that drove sales more than another in the last year ; our three flagship flavors — vanilla , caramel and mocha — all hit the market with extremely high demand ,”
Rising Star says Dreyer . “ It ' s been incredible to see how consumers have gotten creative with the product , developing their own unique recipes , and identifying new use cases for each flavor across social media . We ’ ve seen equal love for each flavor throughout the line , and that love was reignited with the launch of our limited-edition Peppermint flavor .”
Regularly the recipient of multiple Growth Brands Awards , Ole Smoky Moonshine encapsulates the immense consumer demand for flavored alcohol options .
“ Our Salty Caramel Whiskey is a top seller , and we ’ ve now become one of the fastest-growing flavored whiskey brands in the U . S .,” says Will Ensign , VP of Marketing . “ The launch of our Peanut Butter Whiskey in 2020 was a remarkable success , and we made a bigger push in 2021 and 2022 . We introduced a number of innovative , great-tasting new products last year , including our Moonshine Pineapples and Banana Pudding Cream Moonshine . Both products had proven success in our distilleries before being launched into broader wholesale distribution .”
Cocktails come to mind for flavored products , particularly with so many consumers improving at mixing their own drinks during the pandemic . And with on-premise thankfully recovering from the crippling lockdowns , flavored beverages have flourished at bars and restaurants as well .
Consequently , Mozart Chocolate Liqueur enjoyed “ successful growth in both the on- ( 92 %) and off-premise ( 109 %),” says Manger . The brand found “ strength in the on-premise as the chocolate liqueur of choice for milk chocolate , white chocolate and dark chocolate martinis . We are launching Mozart Coconut Chocolate Liqueur this summer , [ after ] big gains with Mozart Pumpkin Spice during September .”
Finally , one of the more eye-raising launches in the last year was Jameson Orange , from the Established Growth Brand .
“ Jameson Orange , Jameson ’ s foray into the $ 1B-and-growing flavored whiskey subcategory , became America ’ s top-selling non- RTD spirit innovation in the U . S . last year , according to NielsenIQ and the National Alcohol Beverage Control Association ,” says Johan Radojewski , Vice President of Marketing at Pernod Ricard USA . “ Designed to appeal to both existing fans of our brand and consumers new to the whiskey category , Jameson Orange helped expand the brand to new drinking occasions and audiences , and drove overall growth for the portfolio .”
Rising Star
It ' s been incredible to see how consumers have gotten creative with [ Whipshots ], developing their own unique recipes , and identifying new use-cases for each flavor across social media .
– David Dreyer , Chief Marketing Officer of Starco Brands
READY TO DRINK
The category that grew the most during the pandemic was ready to drink beverages . Trapped at home , consumers reached for something convenient and easy , and high in quality . Moreover , canned RTDs fit naturally into social and recreational experiences that became more outdoors and on-the-go .
Even if RTD category growth curtails post-pandemic , a number of these premade beverages will have likely established sufficient consumer loyalty to remain relevant . And more keep appearing each day .
“ Last year , we introduced the two ready to drink
18 Beverage Wholesaler • Summer 2023