Beverage Wholesaler Summer 2024 | Page 13

GROWTH BRANDS

FAST TRACK

nership with Oceana — their logo is on the back of our bottle — we engaged in an important conservation issue : the negative impact of drift gillnets on marine life ,” Gorvitz adds . “ For years , commercial fisheries relied on 2−mile long , 200−yard deep nets to catch swordfish . However , they also harm more than sixty other marine species , including gray whales . Through our efforts , these nets are now banned in every state , including California .”

Broken Shed Vodka is another brand with a charitable focus .

“ A main focus for us is giving back to the community and our main vehicle for this in the United States is our partnership with Help Our Military Heroes ,” says Heins . “ We plan to run the program again this year where we will donate $ 1 for every bottle of Broken Shed Vodka we sell to an account in October .”

The organization takes every dollar Broken Shed donates and uses it for their mission to provide adaptive vehicles to veterans in need . “ We have contributed $ 139,000 towards this mission over the past few years of running the program .”

SOCIAL MEDIA SHINES

Brands always have to meet customers

SPIRITS FAST TRACK BRANDS ( 000 9-Liter cases )

Casamigos Tequila Diageo North America 2,360 2,470 4.7 % Don Julio Diageo North America 2,078 2,454 18.1 % Espolon Tequila Campari America USA 1,110 1,368 23.2 % Lunazul Tequila Heaven Hill Brands 918 1,266 37.9 % Woodford Reserve Brown-Forman Corp . 1,079 1,181 9.5 % Ole Smoky Moonshine Ole Smoky Distillery 847 851 0.5 % House of Cazadores Bacardi USA 759 833 9.7 % BuzzBallz Cocktails BuzzBallz 722 805 11.5 % Milagro William Grant & Sons 605 778 28.6 % Biggies BuzzBallz Cocktails BuzzBallz 112 629 ++% Aperol Campari America USA 390 547 40.3 % Ole Smoky Whiskey Ole Smoky Distillery 315 395 25.4 % Angel ' s Envy Bacardi USA 295 301 2.0 % Gran Centenario Proximo Spirits 230 266 15.7 % Campari Campari America USA 227 243 7.0 % Jefferson ' s Bourbon Pernod Ricard USA 177 196 10.7 % Mi Campo Constellation Brands 94 161 71.3 % St Germain Bacardi USA 152 157 3.3 % Woodford Reserve Double Oaked Brown-Forman Corp . 139 141 1.4 % Ole Smoky Salty Caramel Ole Smoky Distillery 128 140 9.4 % Old Forester Craft and SBBL Brown-Forman Corp . 102 103 1.0 %

SPIRITS COMEBACK BRANDS ( 000 9-Liter cases )

Proper No . Twelve Proximo Spirits 277 309 11.6 % Appleton Campari America USA 246 254 3.3 % Larceny Heaven Hill Brands 138 158 14.5 %

Source : The Beverage Information Group ' s 2024 Industry Overview Handbook ( P ) Preliminary

where they are , and these days that ’ s on social media . Creating content for these channels has never been more important , and will remain so for the foreseeable future . Especially as the target demographics become younger and younger generations .

In 2024 , “ We reorganized our organic social media to be more attuned to popular trends in pop and Gen Z culture ,” says Bouldin of BuzzBallz . “ Thanks to viral content on social media platforms like TikTok , our BuzzBallz Biggies were hard to find on shelves for the whole year . We have created new production lines to produce more Biggies and keep up with that high demand .”

Brands remain committed to “ The Empress 1908 Gin brand has the highest socials and digital engagement in the gin category ,” says Dopkins . “ It also helps when Taylor Swift fans made cocktails on social media when her ‘ Lavender Haze ’ single was released at midnight , social content with Empress 1908 Gin went viral , adding to the brands distinctivity !”

Content is king on social media and digital in general . Savvy brands look for unique ways to capture consumer attention online .

“ Aperol recently introduced ‘ Life View ,’ a new platform on the Aperol website that allows viewers from around the world to experience a 360−degree interactive www . beveragewholesaler . com Summer 2024 • Bevearge Wholesaler 13