RISING STAR
tures the aromas and flavors of our distillery in their most authentic form.”
Consistency and quality have helped drive the modern Mexican spirits boom, as superbly made products have helped erase
Paul Criscuolo, president, Broken Shed
old, outdated consumer misconceptions about the nature of the category.
“ Ilegal Mezcal has continued to thrive over the past year by proving that scale and integrity don’ t have to be mutually exclusive,” Rexer says.“ The brand has expanded meaningfully while staying true to its roots— its artisanal production methods, its commitment to social impact and its dedication to honoring and preserving the rich heritage behind mezcal.”
“ Rather than chasing growth at any cost, Ilegal has stayed focused on doing things the right way, and that consistency has paid off,” Rexer adds. Likewise for Don Julio.“ Founded by Don Julio González, who helped pioneer many of the standards that define modern tequila, the brand has long been synonymous with quality,” says Harris.“ Notably, Tequila Don Julio was among the first to age reposado longer than industry standards, making it a cornerstone of both our history and trademark profile.”
“ Today, that legacy continues to drive performance,” she adds.“ As consumers trade up within tequila and as aged spirits drinkers from categories like whiskey and Cognac enter the space, Tequila Don Julio 1942 and Reposado remain a standout in our portfolio. Its balance of approachability and complexity makes it a natural bridge into aged tequila.”
FLAVORS ATTRACT ATTENTION
Among the more cited, positive trends among Gen Z consumers is their taste for flavorful products. Younger generations, in general, seem to gravitate towards beverages that pack more flavor.
“ What truly sets Código apart is its approach to aging. Each aged expression rests exclusively in Napa Valley cabernet barrels, a distinctive choice that delivers incredible liquid while deepening the story behind it,” says Ibarguen.
“ As a result, products like our Reposado tequila deliver something to consumers that’ s premium, a little unexpected, and worth sharing.”
This trend has seen the vodka category come full circle back to flavors, after the damaging oversaturation in past years hurt sales. Now, flavors are back in, especially when done thoughtfully( as opposed to confectionary).“ We saw strong momentum from the launch of Haku Yuzu flavored vodka in fall 2025,” says a spokesperson from The House of Suntory.“ The bright citrus of yuzu paired with our smooth rice vodka opened new opportunities in the flavored vodka segment, inviting consumers to experience Japanese flavor and craftsmanship in a new way.”
“ The release builds on Haku’ s Japanese identity by incorporating one of the country’ s most beloved citrus fruits, offering a bright, aromatic flavor that works seamlessly in cocktails,” the spokesperson continues.“ This launch coincided with the growing consumer interest in Japanese flavors, especially in cocktails.”
Other brands have reported rising consumer interest in specific flavors and premium products.
“ While we’ re not able to share specific sales figures, Reposado was a key growth driver for us," says Needham of Cazadores. " That reflects a broader shift we’ re seeing in the category overall, where consumers are increasingly willing to invest in higher-quality expressions and are gravitating toward more premium profiles, particularly within aged tequilas."
WHAT’ S NEXT?
What will drive growth in spirits in 2026 and beyond, as the industry continues to grapple with a worldwide pullback? Times of industrywide transition often see an uptick in mergers and acquisitions.
“ As we look to the next few years, we see a great opportunity to grow our portfolio through acquisition and partnerships that complement our portfolio strategically,” says Dunne, of The Lucas Bols Company.“ We have invested significantly in the last 18 months to expand and improve our team’ s capabilities. That has set the table for us to look towards the next stage of growth for our company.”
“ We believe there are vibrant cocktail brands out there looking for the right partner to unlock their potential in a very complex market like the United States. As a global cocktail company, we can take successes from around the world and apply those learnings in a strategic and thoughtful manner in the U. S. We also have an ambitious pipeline of innovation that we will be introducing in the mid-term.”
Products that won Growth Brands despite industry headwinds will continue to focus on what was working.
“ What we’ re doing is working, so now our focus is to scale it,” says Ibarguen, of Código.“ We’ re leaning into the standout www. beveragewholesaler. com Summer 2026 • Bevearge Wholesaler 11