Cheers Summer 2024 | Page 18

GROWTH BRANDS

FAST TRACK

nowned sex therapist Dr . Ruth for an innovative social campaign that brought forth a blend of expertise and fun ,” says David Dreyer , CMO of Starco Brands , which produces the Rising Star winner . “ Dr . Ruth offered tips on how to indulge in sexual wellbeing with the help of Whipshots , creating a sense of playfulness and pleasure that captured the essence of the holiday .”

“ Whipshots ’ Cardi B and legendary singer Patti LaBelle teamed up for a holiday campaign that merged the boozy fun of Whipshots with the decadence of Patti ’ s Good Life products ,” Dreyer adds . “ This collaboration paired Whipshots flavors alongside select items from Patti ’ s Good Life and served as the launch of Whipshots Pumpkin Spice flavor .”

Celebrity endorsements can

RISING also crossover

STAR with significant cultural events .

“ Through a first-of-its-kind creative integration during the 96th Academy Awards , Tequila Don Julio debuted its ‘ 1942 minis ’ for the ultimate star-studded introduction ,” says Karen Harris , vice president of Tequila Don Julio , Diageo North America , for the Fast Track brand . “ Host Jimmy Kimmel and Guillermo Rodriguez treated audience

SPIRITS FAST TRACK BRANDS ( 000 9-Liter cases )

Casamigos Tequila Diageo North America 2,360 2,470 4.7 % Don Julio Diageo North America 2,078 2,454 18.1 % Espolon Tequila Campari America USA 1,110 1,368 23.2 % Lunazul Tequila Heaven Hill Brands 918 1,266 37.9 % Woodford Reserve Brown-Forman Corp . 1,079 1,181 9.5 % Ole Smoky Moonshine Ole Smoky Distillery 847 851 0.5 % House of Cazadores Bacardi USA 759 833 9.7 % BuzzBallz Cocktails BuzzBallz 722 805 11.5 % Milagro William Grant & Sons 605 778 28.6 % Biggies BuzzBallz Cocktails BuzzBallz 112 629 ++% Aperol Campari America USA 390 547 40.3 % Ole Smoky Whiskey Ole Smoky Distillery 315 395 25.4 % Angel ' s Envy Bacardi USA 295 301 2.0 % Gran Centenario Proximo Spirits 230 266 15.7 % Campari Campari America USA 227 243 7.0 % Jefferson ' s Bourbon Pernod Ricard USA 177 196 10.7 % Mi Campo Constellation Brands 94 161 71.3 % St Germain Bacardi USA 152 157 3.3 % Woodford Reserve Double Oaked Brown-Forman Corp . 139 141 1.4 % Ole Smoky Salty Caramel Ole Smoky Distillery 128 140 9.4 % Old Forester Craft and SBBL Brown-Forman Corp . 102 103 1.0 %

SPIRITS COMEBACK BRANDS ( 000 9-Liter cases )

Proper No . Twelve Proximo Spirits 277 309 11.6 % Appleton Campari America USA 246 254 3.3 % Larceny Heaven Hill Brands 138 158 14.5 %

Source : The Beverage Information Group ' s 2024 Industry Overview Handbook ( P ) Preliminary

attendees to the never-before-seen Tequila Don Julio 1942 minis in the first-ever spirits integration during a live Oscars telecast .”

THE RIGHT VALUES

Consumers are increasingly attracted to brands that share their values , or at least have values that are commendable . People don ’ t just want to enjoy what they drink nowadays — they want to feel good about it , too .

“ Our ocean conservation mission and brand partnership with [ nonprofit ocean conservation organization ] Oceana drives deep brand affinity , helping remind consumers that Gray Whale is a gin for good ,” says Sarah Gorvitz , vice president of communications for Deutsch Family Wine & Spirits , which owns the Rising Star .

“ We created legislative change , permanently protecting the oceans off the West Coast . Through our partnership with Oceana — their logo is on the back of our bottle — we engaged in an important conservation issue : the negative impact of drift gillnets on marine life ,” Gorvitz adds . “ For years , commercial fisheries relied on 2−mile long , 200−yard deep nets to catch swordfish . However , they also harm more than sixty other marine species , including gray whales . Through our efforts ,

18 Cheers • Summer 2024 www . cheersonline . com