Wine Fast Track Brands

Wine Fast Track Brands

FAST TRACK

SPIRITS FAST TRACK BRANDS( 000 9-Liter cases)

Don Julio Diageo North America 2,383 2,865 20.2 % Lunazul Tequila Heaven Hill Brands 1,266 1,743 37.7 % Espolon Tequila Campari America USA 1,368 1,578 15.4 % Woodford Reserve Brown-Forman Corporation 1,181 1,219 3.2 % BuzzBallz Cocktails Sazerac 805 940 16.8 % House of Cazadores Sazerac 833 924 10.9 % Biggies BuzzBallz Cocktails Sazerac 629 810 28.8 % Milagro William Grant & Sons 778 810 4.1 % Aperol Campari America USA 547 604 10.4 % Ole Smoky Whiskey Ole Smoky Distillery 395 410 3.8 % Gran Centenario Proximo Spirits 241 270 12.0 % Patron Reposado Bacardi USA 201 242 20.1 % Reyka William Grant & Sons 203 225 10.8 % Mi Campo Constellation Brands 161 211 31.1 % Woodford Reserve Double Oaked Brown-Forman Corporation 141 157 11.3 % Empress 1908 Gin Milestone-Brands 127 140 10.2 % Tequila Ocho Heaven Hill Brands 60 105 75.0 %

Source: The Beverage Information Group ' s 2025 Industry Overview Handbook( p) Preliminary * Note: All figures are early preliminary BIG estimates of US volume consumption, subject to revision.

FAST TRACK

ished in maple syrup barrels, and The Vaults 2025, a 15−year-old bourbon finished in a new, carefully chosen wood cask, unique to this year’ s release. Both will launch in September in limited quantities nationwide, continuing our tradition of delivering rare and collectible offerings for true whiskey lovers.”

SOCIAL MEDIA AND BEYOND

Social media sites such as Instagram, TikTok and Facebook remain critical components of any brand’ s business

plan. More often, these sites are where consumers first learn about and then interact with the products they buy and love. It’ s no surprise that many Growth Brands Spirits awards winners maintained robust social media presences in 2024.

“ We stepped-up Broken Shed’ s social media presence on all platforms,” says Jean-Marie Heins, CMO for the Rising Star winner Broken Shed Vodka.“ We implemented social media campaigns to support some of our retailers and on-premise accounts this year by working with local micro-influencers to raise brand awareness.”

The best social media makes connections between the digital and real worlds, highlighting how consumers can engage with the brands in real life.

“ We’ ve continued to create stunning creative work, and in 2024 we amplified that work across more channels than ever before, including television and streaming, digital and social media,” says Dopkins of Empress Gin.“ The creative has been supported with partnerships and event activations from the signature‘ Light the Beam’ cocktail with the Sacramento Kings, to Art Basel and New York Fashion Week designed to drive trial and immerse consumers in the distinctive and sophisticated world of Empress Gin.”

Fats Track Award-winner Don Julio saw gains through“ an unexpected partnership with Popeyes through a first-of-its-kind menu, an immersive experience in New Orleans, talent partners and in-person activations at Popeyes locations around the country,” says Harris.

This led to successful social media strategies built around the most recent Super Bowl, which took place in New Orleans.

“ As the Official Tequila of the Big Game, we broke category norms with an unexpected yet buzzworthy collaboration,” Harris explains.“ Through our partnership with Popeyes, we created a viral moment on social media and online by launching the Championship Lineup Menu inspired by the host city of the Big Game, New Orleans. This first-of-its-kind spirits and culinary fusion menu com-

18 Cheers • Summer 2025 www. cheersonline. com