and mixology world , gaining visibility and consumer awareness .”
Many brands funneled advertising dollars into the digital arena .
“ Pursuant to a successful 2022 test , we are investing heavily in digital marketing , including paid and organic social media ,” says José Chao , President and CEO of Rising Star Coppa Cocktails .
At Southern Champion , producer of perennial Growth Brand winner BuzzBallz , “ Our team is always scouring social platforms like TikTok and podcasts for organic conversations about our product that we can use to foster relationships with creators ,” says Brady Bouldin , brand marketing associate .
Don Julio worked with a large , diverse roster of influencers for the launch of their Rosado , through a campaign that encouraged consumers to take PTO : Party Time Off .
“ We created custom content with Lukas Gage , Lisa Rinna , Remi Bader , Rickey Thompson , Kim Lee , Tefi , Corporate Natalie and Nigel Sylvester ,” recounts Choi . “ The entire campaign was amplified with surround-sound media tactics , including a constant stream of content on the brand ’ s social channels , custom e-comm activations to further drive sales , and paid amplification in OOH and high-tier media partnerships .” And yes , alcohol is in the Metaverse . “ As a way to extend the celebration [ of a distillery expansion ] to our fans who couldn ’ t visit us in Louisville , we also created the Angel ’ s Envy Meta Distillery — the first distillery experience in Decentraland ,” says DaDan of Angel ’ s Envy .
“ The Meta Distillery experience , which included a gamified and educational distillery tour , allowed us to reach our progressive consumers in a way that fit naturally into their increasingly digital lifestyles — and it likely helped introduce our whiskeys to new audiences as well .”
EXCITING FLAVORS Flavors stood out as a trend driving growth for many brands in 2022 .
“ Consumers are more interested than ever in trying flavored offerings , and through consumer research we satisfied their needs by unveiling Crown Royal Peach as a permanent SKU with our new platform titled ‘ Peach Time ’,” says Kelly of Diageo .
Many companies are looking to satiate the curious palate of the modern consumer .
“ In 2023 , we are launching two exciting new products . The first is Smoke Lab Saffron Flavored Vodka ,” says Ginley of NV Group USA . “ Saffron is uniquely Indian and is the world ’ s most expensive spice .”
The success of Whipshots reflects how consumers enjoy being creative with food and beverage products that they buy . “ There was no one particular flavor that drove sales more than another in the last year ; our three flagship flavors — vanilla , caramel and mocha — all hit the market with extremely high demand ,” says Dreyer .
“ It ’ s been incredible to see how consumers have gotten creative with the product , developing their own unique recipes , and identifying new use cases for each flavor across social media . We ’ ve seen equal love for each flavor throughout the line , and that love was reignited with the launch of our limited-edition peppermint flavor ,” Dreyer adds .
Regularly the recipient of multiple Growth Brands Awards , Ole Smoky Moonshine encapsulates the immense consumer demand for flavored alcohol options .
“ Our Salty Caramel Whiskey is a top seller , and we ’ ve now become one of the fastest-growing flavored whiskey brands in the U . S .,” says Will Ensign , vice president of marketing . “ The launch of our Peanut Butter Whiskey in 2020 was a remarkable success , and we made a bigger push in
2021 and 2022 . We introduced a number of innovative , great-tasting new products last year , including our
Moonshine Pineapples and Banana Pudding Cream
Moonshine . Both products had proven success in our distilleries before being launched into broader wholesale distribution .”
Cocktails come to mind for flavored products , particularly with so many consumers improving at mixing their own drinks during the pandemic . And with on-premise thankfully recovering from the crippling lockdowns , flavored beverages have flourished at bars and restaurants as well .
Rising Star
It ' s been incredible to see how consumers have gotten creative with [ Whipshots ], developing their own unique recipes , and identifying new use-cases for each flavor across social media .
– David Dreyer , chief marketing officer of Starco Brands
Rising Star
Consequently , Mozart Chocolate Liqueur enjoyed “ successful growth in both the on-
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