We have two exciting new expressions we ’ ll be announcing in the coming months that we can ’ t wait for people to enjoy .
– Craig Johnson of Pernod Ricard , on Jefferson ' s Bourbon
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the brand moving forward . In addition , we are continuing to plan towards our new state-ofthe-art , carbon-neutral distillery , which will be opening at the end of 2024 .”
Over at Smoke Lab Vodka , “ later this summer , we will launch the first gin from India on the U . S . market in the growing super-premium price segment ,” says Ginley .
Vodka is not the only spirit receiving the smoked treatment . Patrón in late March announced the launch of their new Ahumado Silver and Reposado tequilas . These expressions are made with mesquite-smoked agave : harvested piñas are roasted in small batches with mesquite charcoal for seven days in underground stone pits at Hacienda Patrón in Jalisco , Mexico .
Similar to other brands that use their tasting rooms for consumer research , Ole Smoky Moonshine “ evaluates the best-sellers at our four distilleries and will be introducing a few new winning items into the national wholesale market in 2023 , including Orange Shinesicle , Hot & Spicy Moonshine Pickles and Banana Whiskey ,” says Ensign . “ Based on the success of our whiskey products , we ’ re also planning to release a few of our flavors in additional 1.75-L and 375-ml . sizes this year .”
In 2023 , Coppa Cocktails will launch Coppa Cocktails Espresso Martini and Passionfruit Martini in the U . S . “ We are already distributed in 50 countries , and those two expressions are big winners overseas ,” explains Chao .
Brown-Forman made acquisitions in 2022 geared towards growth in years ahead . “ With the addition of Gin Mare and Diplomatico , we ’ ll have a strong presence in super-premium gin and rum , which are both experiencing significant growth ,” says Petry . “ Of course , as the new Jack Daniel ’ s & Coca-Cola RTD enters new markets , I expect we ’ ll see a nice bit of growth there as well .”
Which is all to say that one pandemic trend that appears to have slowed is consumers sticking with a handful of specific brands . Panicked during the pandemic , people rushed into retail stores and reached for whatever they knew best . On-premise closures also significantly crippled experimentation .
Pre-Covid , one of the biggest trends was maximum variety . Consumers wanted to explore across a wide variety of brands and categories , loyal to nobody . Will we return to
such behavior , now that bars and restaurants have reopened , concerts and alcohol festivals restarted , and people feel comfortable perusing the aisles of beverage alcohol retailers ? Has the age of experimentation returned ?
It ' s difficult to answer . Perhaps a better question is : How much stock do we put in Covid era trends ? A time of unprecedented social disruption , a generational plague , unquestionably altered certain aspects of all industries . Broader ecommerce and frictionless transactions seem here to stay . But what else is permanent ? Mask-wearing is down to a fraction of people . Slower to recede , remote working is nevertheless also shrinking as we progress beyond the pandemic .
Elsewhere , things feel . . . sort of normal again . The cities feel normal . Travel feels normal . Bars , restaurants , taprooms , wineries and distilleries all feel normal . But it ’ s certainly not 2019 anymore . The world has changed and remains ever-changing , pandemic or not . That ’ s why we recognize alcohol brands like those listed here that achieve growth in environments of all kinds and amidst consumer trends that can shift considerably , one way and the other , in a matter of a few short , challenging years . •
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Summer 2023 • Beverage Wholesaler 21