Cheers Summer 2023 | Page 18

SPIRITS COMEBACK BRANDS

Source : The Beverage Information Group ' s 2023 Industry Overview Handbook ( p ) Preliminary

BRANDS WITH VALUES Consumers today , especially younger LDA generations , gravitate towards brands whose values they share . Accordingly , perceptive companies have matched quality products with worthy causes .

“ We ’ re launching a new campaign in partnership with [ Fast Track winner ] BuzzBallz , aptly named ‘ Whip the Ballz ’, in celebration of Testicular Cancer Awareness Month ,” says Dreyer of Whipshots . “ We ’ re firmly committed to using our platform to bring awareness to causes that don ’ t traditionally receive support from commercial brands . That ’ s why Whipshots is partnering with the Testicular Cancer Awareness Foundation to support those fighting testicular cancer and remind others to get checked .”

Rising Star Uncle Nearest is named for and directly benefits the ancestors of the first African American master distiller on record in the U . S . It ’ s also a Blackowned and woman-run company .

“ When [ consumers ] see we are also the fastest-growing and most successful Black-owned spirit brand , they are more than intrigued ,” says Katharine Jerkens , chief business officer at Uncle Nearest . “ Top that off with the history of the namesake of our brand , and the story of how this brand was built , and you have consumers calling for it by name wherever they go .”

Elsewhere , as part of Broken Shed Vodka ’ s annual Veteran ’ s Day promotion , the brand partners with Help Our Military Heroes ( HOMH ), a nonprofit organization benefiting active-duty military and veterans .

“ Broken Shed Vodka donated $ 1 for every 750-ml . equivalent bottle purchased during the months of October and November by any on- or off-premise U . S . account to HOMH ,” Heins says . “ As a result , November 2022 was the second highest sales month in Broken Shed Vodka ’ s history , largely due to the integrated HOMH initiative across Broken Shed ’ s social channels , website , point of sale , enewsletter and more .”

DIGITAL DOMAIN A world that was already shifting online only hastened its digital transformation during the sheltering periods of the pandemic . More than ever , the internet

Established Growth

informs our thoughts . Brands have plugged in .

Established Growth Brand Crown Royal Peach is one . The flavored whiskey ’ s social content has “ exceptional performance on Instagram and Pinterest , surpassing program benchmarks by over 20 % and receiving strong organic engagement rates from consumers , further demonstrating the brand ’ s strong resonance with the at-home host ,” says Sophie Kelly , the senior vice president , whiskeys for Diageo .

This was a common refrain among Growth Brand Winners : digital equals growth .

In the past year , Rising Star Mozart Chocolate Liqueur employed “ a strong focus on digital and print media in both trade and consumer worlds ,” says Jenny Manger , marketing director , Marussia Beverages USA .

This included “ working with social influencers in the chocolate world

Pursuant to a successful 2022 test , we are investing heavily in digital marketing , including paid and organic social media .

– José Chao , president and CEO of Rising Star Coppa Cocktails .

18 • Summer 2023 www . cheersonline . com