SPIRITS RISING STARS( 000 9-Liter cases)
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’ 25 /’ 24 |
Brand |
Supplier |
2024 2025p |
% Chg |
Crown Royal Chocolate Diageo-- 270 ++% Lalo Fifth Generation 150 220 46.7 % Jack Daniel ' s Blackberry Brown-Forman Corporation-- 219 ++% Gran Coramino Proximo Spirits 75 150 100.0 %
Flecha Azul Tequila WES Brands 93 105 12.9 % 400 Conejos Proximo Spirits 68 85 25.0 % Goodnight Loving Vodka Austin Vodka Company 38 75 97.4 % Scotty ' s Handcrafted Vodka Double Down Distilling 32 49 53.1 % Broken Shed Vodka Broken Shed Imports / MHW 36 40 9.5 % Amaro Averna Campari America USA 28 30 7.1 %
( p) Preliminary.(++%) Greater than 100 %. * Note: All figures are early preliminary BIG estimates of US volume consumption, subject to revision. ** 2020 Exception
Partner of the 66th Annual Grammy Awards, bringing immersive activations and debuting‘ The Golden Record’ as the official cocktail for music’ s biggest night,” Ramirez-Laverde adds.
“ During Grammys Week, the brand hosted a 360−degree Patrón bar at Grammy House, served cocktails at major Recording Academy events like MusiCares Person of the Year and Recording Academy Honors Presented by the Black Music Collective and on the actual award night, backstage winners toasted with Patrón el Alto at the Patrón Reaching New Heights Bar... The brand also collaborated with legendary DJ Mustard on social content showcasing how he incorporated the iconic Patrón EL ALTO cork pop and unboxing sounds directly into his beats... Ultimately, Patrón succeeded because we did more than participate in culture, we helped shape it.”
Many Growth Brands winners likewise tapped into popular cultural events such as festivals and professional sports.
“ Tres Agaves leaned heavily into sports, entertainment and cultural sponsorships— including University of Miami Athletics, the New York Rangers, Saratoga Race Course / Belmont Stakes and the Chicago White Sox,” says Wohld.“ These programs combined in venue branding, onsite sampling, branded bar placements and local retail tie-ins, driving strong engagement and incremental depletions in key markets.”
Ilegal Mezcal, a Resilient Brand winner owned by Bacardi, has seen its strongest marketing impact come from“ immersive, on-the-ground activations that let consumers experience the brand in a memorable, hands-on way,” reports Kaylan Rexer, Ilegal Mezcal’ s head of marketing.“ These moments go beyond traditional marketing and focus on building real connection, energy and community around the brand.”
“ A great example is Bar Ilegal, which has come to life through longterm outposts at venues like Forest Hills Stadium in New York,” she adds.“ These spaces bring the brand world to life with a bar, tattoo artist, tastings and other unexpected touchpoints that turn a night out into a full experience.”
By marketing through memorable, social media-friendly experiences and cultural touchstones, alcohol products aim to establish themselves as lifestyle brands.
“ From a marketing perspective, we’ re continuing to lean into spaces that reflect the Lalo lifestyle,” says González.“ This year, that includes expanding further into sports and leisure. We’ ve partnered with athletes like Amanda Anisimova, Zizou Bergs and Charley Hull, as well as culturally relevant brands like Malbon. Through events and off-court, athlete-driven moments, we’ re focused on creating experiences that feel authentic and introduce Lalo to a like-minded community that values quality, ritual and connection.”
“ Early on, [ co-founder ] David and I naturally gravitated toward the art and fashion world because we are both personally passionate about those spaces,” he adds.“ We started integrating Lalo into those communities in an authentic way, and we show up at moments like New York Fashion Week and events with Moda Operandi. It’ s less about traditional marketing and more about being a part of culture in a way that feels real to us, and I think that’ s what people connect with.”
Genuineness and authenticity are both paramount in this form of marketing. For instance, consider the strat- www. beveragewholesaler. com Summer 2026 • Bevearge Wholesaler 9