Beverage Wholesaler Summer 2026 | Page 8

SPIRITS COMEBACK BRANDS( 000 9-Liter cases)

Campari Campari America USA 242 246 1.8 %

RESILIENT BRAND

( p) Preliminary. * Note: All figures are early preliminary BIG estimates of US volume consumption, subject to revision.

SPIRITS ESTABLISHED GROWTH BRANDS( 000 9-Liter cases)

Jim Beam Suntory Global Spirits 5,461 5,469 0.1 % Platinum 7X Sazerac Company 2,200 2,265 3.0 % Deep Eddy Heaven Hill Brands 1,728 1,745 1.0 % Elijah Craig Family Heaven Hill Brands 541 547 1.1 %

( p) Preliminary ACGR = Annual Compound Growth Rate * Note: All figures are early preliminary BIG estimates of US volume consumption, subject to revision. ** 2020 Off-premise exception

“ At its core, the campaign is built around a very simple idea: a pour of tequila,” he adds.“ But for us, that pour is really a metaphor. What Guillermo captured so beautifully is the idea that something which appears effortless on the surface actually requires tremendous care, precision and craftsmanship behind the scenes. That is exactly how we think about Patrón.”

At this point, all alcohol brands spend much time and energy connecting with consumers on social media, seeking out the platforms where they can find and celebrate with their fans.

“ Our approach this year was rooted in 360−degree marketing to ensure that Angel’ s Envy shows up in culturally relevant ways where our consumers are,” says a spokesperson for the Bacardi-owned brand, which won a Resilient Brand in 2026.“ One focus was expanding our brand presence into platforms like Reddit, where we know our audience actively research, discover and engage in authentic conversations around bourbon.” Agreeing with this sentiment is Wohld of Tres Agaves.“ The brand also saw increased momentum from integrated digital and ecommerce efforts, designed to meet consumers where they are researching and shopping for spirits today,” Wohld says.“ Digital discovery and retailer ecommerce platforms are playing a larger role in influencing purchase decisions, making omnichannel execution more important than ever.”

Haku, the Japanese vodka brand from Suntory Global Spirits

RESILIENT BRAND

that won a Resilient Brand award, reports that“ consumer interest was driven largely by the expansion of our social footprint, which boosted visibility and engagement,” according to a spokesperson from The House of Suntory.

A similar story emerged at Lalo, the Resilient Brand that was recently bought by Fifth Generation, maker of Tito’ s Vodka.

“ What’ s really driven consumer interest is our lifestyle approach,” says Lalo González, co-founder and maestro tequilero.“ We’ ve never looked at Lalo as just a product to sell; it’ s a reflection of how we live and what we love, all while giving a glimpse of modern-day Mexico. That’ s always been at the center of how we show up and extends through our marketing.”

“ Our social media presence— Lalo’ s Instagram, for example— is a reflection of the brand,” he adds.“ It highlights art, culture, community, celebration and heritage, and showcases the brand in a more editorial way to give people a sense of the world Lalo lives in.”

EXPERIENTIAL MARKETING

Tying into the theme of social media’ s critical role in modern consumerism is the importance of experiential marketing, which naturally goes hand in hand. People want to share their favorite experiences and cultural moments on social media, so it’ s only natural for brands to expand into this arena.

“ Patrón continued building its deep roots in music culture,” says Ramirez-Laverde.“ Referenced in more than 400 songs and long associated with celebration, the brand expanded its presence in music through a partnership with Live Nation, launching Hacienda Patrón— a two-level pop-up inspired by the brand’ s distillery in Jalisco, Mexico— at major festivals like Lollapalooza, Austin City Limits, and Dreamville. Designed to meet consumers where they’ re already celebrating, Hacienda Patrón delivered an immersive, elevated brand experience that brought the spirit of the distillery to life through curated cocktails. Engaging touchpoints, and a vibrant social atmosphere— seamlessly integrating Patrón into the moments that matter most to its audience.”

“ That momentum continued with Patrón becoming the Official Tequila

8 Beverage Wholesaler • Summer 2026 www. beveragewholesaler. com