We are grateful to partner with organizations committed to improving lives and the environment . Since 2018 , Yellowstone Bourbon has donated nearly $ 500,000 to National Parks Conservation Association ( NPCA ) to preserve national parks , and in 2023 it became NPCA ’ s largest annual corporate donor at the $ 250,000 level . The Dos Primos Tequila Company renewed its partnership with The Nature Conservancy in 2023 , pledging $ 50,000 for land restoration and water conservation in the Tehuacán Valley , near Dos Primos ’ distillery Destiladora González Lux in Jalisco , Mexico . This year , Dos Primos became a Proud Partner of Ducks Unlimited ( DU ) in 2024 . With this highest-partnership designation , DU can continue conserving North
American wetlands and waterfowl habitat and both brands can expand awareness . In January 2024 , Ross & Squibb Distillery , in partnership with NFL legend Chris Long and his Foundation ’ s Waterboys initiative , completed efforts to bring a lasting clean water source to a Kenyan community of 1,600 people .
As we grow , we value the level playing field and trusted data control states offer . We ’ re grateful for Chairman Wooton ’ s leadership and proud to continue investing in sales in control states equal to or greater than our peers . We look forward to furthering NABCA ’ s goals by sharing best practices state to state in our role on the NABCA Industry Advisory Committee .
RYAN GRIMSHAW
Brown-Forman General Manager , Control States
Our industry has always been a dynamic and evolving sector , shaped by changing consumer preferences , technological advancements and global market trends . In recent years , the landscape of the business has undergone significant transformation , opening up new horizons and opportunities for innovation and growth . From the rise of Ready-to-Drink cocktails ( RTDs ) and the continued premiumization of spirits to the way LDA consumers shop , the industry is experiencing a period of unprecedented diversity and expansion . However , we have seen some of the best growth come from the people and processes that make up the control states business in the U . S .
At Brown-Forman , we are excited to further our partnership with NABCA , state leaders , and our industry peers . It is no surprise to see control states leading in many metrics across the U . S . when you consider the positive adoption of some of the category trends mentioned , as well as states ’ tireless efforts to improve the consumer experience whether in-store or digitally . Because of these efforts and resulting trends , we at Brown-Forman have seen a need to expand our control state footprint with more resources to help drive this growth for years to come .
One of the most notable trends reshaping our business is the growing demand for premium spirits , especially within the tequila and whiskey categories . LDA Consumers are increasingly seeking unique and high-quality beverages that offer a distinct flavor profile and a sense of authenticity . This shift in LDA consumer preferences has fueled the proliferation of innovative brands , providing LDA consumers with an array of options to explore and enjoy . By tapping into this demand with new product offerings like our Jack Daniels Bonded Series , Jack Daniels aged statements , and continued high-end offerings within Woodford Reserve , Old Forester
Bourbon , and Tequila Herradura , we can differentiate ourselves in a crowded market and attract discerning LDA consumers who value quality and craftsmanship .
In addition to the rise of premium spirits , the alcohol beverage industry is also witnessing the emergence of innovative new categories that cater to evolving consumer tastes and lifestyles . One such category is RTDs , which have surged in popularity in recent years , particularly among younger LDA consumers seeking alternatives to traditional alcoholic beverages . RTDs offer a refreshing and convenient option for LDA consumers looking for a more sessionable drinking experience and have quickly become a significant segment of the market . Brown-Forman stepped up in a big way within this category with our partnership with Coca-Cola , creating the Jack & Coke RTD line . We see this category as an ongoing growth sector that will fit the needs of LDA consumer preferences , as well as introduce many consumers into full proof spirit categories over time .
Moreover , advancements in technology and digital innovation are opening up new opportunities for businesses in the alcohol beverage industry to engage with consumers and enhance the customer experience . From online sales platforms and mobile apps to augmented reality marketing campaigns and virtual tasting experiences , technology is transforming the way alcohol beverages are marketed , sold , and consumed . By leveraging technology to connect with LDA consumers in innovative ways , we believe Brown-Forman and the control states can build brand loyalty , drive sales , promote responsibility , and stay ahead of the competition in an increasingly digital marketplace .
Our industry is experiencing a period of unprecedented change and innovation , driven by shifting consumer preferences , technological advancements , and global market trends . By embracing these trends and investing in innovation Brown-Forman , NABCA , control state leaders , and the industry as a whole , are positioning the spirits category for success in a rapidly evolving market , driving responsible growth , and profitability in the years to come .
22 StateWays • Summer 2024 www . stateways . com