Beverage Wholesaler Summer 2023 | Page 20

SPIRITS ESTABLISHED BRANDS

The expansion added five tasting rooms and a new event space , doubling our annual guest capacity , and allowing us to welcome an additional 64,000 guests each year to our home in the heart of the city .

– Gigi DaDan of Angel ’ s Envy .

Covid recovery of on-premise has people flocking to bars , restaurants and outdoor venues . The brands have noticed .

Tequila Cazadores has a “ prominent footprint at culinary festivals , leveraging our Mercadito experiential platform , most recently showing up at the South Beach Wine & Food Festival in Miami , where we hosted the signature Tacos & Tequila event in late February , which brings us up close with consumers ,” says Needham .

Hard to believe , considering where we were just a few years ago , but concerts are back .

“ In 2022 , Wild Turkey continued to highlight their passion for telling bold stories through authentic music with the 101 Bold Nights program , which included a strong presence at music festivals and cultural events in Kentucky , Tennessee and Texas , as well as the 101 Bold Nights flagship benefit concert in Austin , TX ,” says Watson .

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

“ This year , we have partnered with iHeart Radio to bring 101 Bold Nights to more people through select music festivals and cultural moments , similar to how we activated in 2022 , but increasing our outreach to include more cities and more bespoke concerts in locations such as New Orleans , LA , Charlotte and Wilmington , NC , Nashville , TN , Austin , TX and Los Angeles , CA ,” he adds .

In Kentucky , as more people feel comfortable traveling , whiskey tourism has reached new heights .

“ In June 2022 , we unveiled an $ 8.2M-expansion to our brand home in downtown Louisville ,” says DaDan of Angel ’ s Envy . “ The expansion added five tasting rooms and a new event space , doubling our annual guest capacity , and allowing us to welcome an additional 64,000 guests each year to our home in the heart of the city .”

The backbone of on-premise will always be the backbar , a crucial place where brands jockey for the attention of cocktail-makers .

“ As the on-premise business continues its strong comeback , the combination of the margarita trend and this brand ’ s presence in this channel have made a successful year for el Jimador ,” says Ostos of Brown-Forman . “ For el Jimador , the growing preference for margaritas in the on-premise occasion resulted in positive gains for el Jimador Silver .”

With people back in bars and restaurants , bartenders have once again become critical in exposing consumers to brands and trends .

“ Since its launch in 2010 , VIDA Clasico has been considered the bartender ' s gold standard and leads portfolio sales globally . It ' s the cornerstone of a Del Maguey green wall , paving the way for accounts and consumers to expand their mezcal journey into the higher expressions of the portfolio ,” says Craig Johnson , Head of the American Whiskey Collective & Agave Portfolio at Pernod Ricard North America .

Del Maguey earned a Fast Track award this year .

WHAT ’ S NEXT ? As consumers enjoy experimentation , try new flavors and seek premium products , it ’ s no surprise that many Growth Brands Awards winners have big plans and new launches set for the year ahead .

“ We have two exciting new expressions we ’ ll be announcing in the coming months that we can ’ t wait for people to enjoy ,” says Johnson of Pernod Ricard North America , speaking of Fast Track winner Jefferson ’ s Bourbon . “ Besides the new products mentioned , Jefferson ’ s will soon launch an entire refresh of its packaging that honors its past while representing

20 Beverage Wholesaler • Summer 2023