STEVE FELLER
Heaven Hill Brands Chief Sales Officer — North America
We extend our sincerest gratitude to Chairman Fred Wooton for his leadership this past year . At Heaven Hill Brands , we reflect on Chairman Wooton ’ s vision of new horizons , new opportunities , which truly represents the relationship we enjoy with the NABCA and control state partners . Our industry has faced significant challenges , punctuated by the impact of the pandemic , inflation , rapid changes in consumer preferences , all playing a part in changing market dynamics . Through collaboration with our control state colleagues , we have successfully capitalized on emerging opportunities , highlighting the resiliency and adaptability of our industry .
As the fourth largest spirit supplier in the control state system , Heaven Hill Brands recognizes the power of partnership and continuity . Our relationships with NABCA and control state leaders underscores our commitment to progress and innovation , benefiting both the trade and consumers alike . These longstanding relationships , cultivated over decades , serve as pillars of support , providing the environment for ongoing success .
The past few years have prompted swift transformations . These changes highlight the pivotal role played by the NABCA and its members in maintaining industry standards , meeting consumer demand and advocating for responsible consumption practices . The lessons learned during this time continue shaping future growth and innovation for the industry .
Membership in NABCA , for example , grants access to several essential data and service platforms that support unique market analysis and insights . This truly best-in-class data allows suppliers to monitor market trends , analyze portfolio offerings and provide operational efficiencies to better serve both trade and consumers . With an incredible amount of control state data , suppliers are well equipped to make more insightful , timely decisions .
Heaven Hill Brands ’ proactive approach to NABCA data illustrates how market information can facilitate meaningful strategies that ultimately drive business . Through thorough analysis , we foster innovation and can adapt our portfolio of brands that deliver on consumers ’ wants and needs .
Looking ahead , meeting consumer demand through relevant product offerings will remain the focus of Heaven Hill Brands . Strategic investments in brand development , along with responsible practices of marketing , are essential for our collective success .
As we navigate the complexities of the past and embrace the horizon of new opportunities , Heaven Hill Brands remains steadfast in its commitment to excellence and responsible brand experiences . Together with our control state partners , we create enduring relationships that result in a future defined by continued accomplishments .
SCOTT SCHRADER
Diageo North America SVP / GM Control States
“ Opportunity is missed by most people because it is dressed in overalls and looks like work .” Thomas Edison ( 1847−1931 )
NABCA Chairman Fred Wooton challenged us during his year at the helm with his theme of New Horizons , New Opportunities . At Diageo , we are continually striving , not only to engage in meaningful ways with consumer trends , but also to stay one step ahead of the pack .
As consumers ’ tastes evolve , societal trends shift and technological advances redefine the way we interact with brands ,
Diageo stands poised on the brink of new horizons , brimming with opportunities , to shape the future of the beverage alcohol industry . While there are so many things to be excited about in beverage alcohol today , I wanted to highlight particular areas where Diageo sees opportunity for our industry , including the following :
PREMIUMIZATION
A significant trend , premiumization offers a strong avenue for growth and differentiation . As consumers ’ tastes become more discerning , demand for high-quality , premium spirits and beverages continues to grow . Diageo ’ s advantaged portfolio , with iconic brands like Johnnie Walker , Tanqueray and Guinness , positions the company well to capitalize on this trend . By continually innovating and introducing new products that cater to evolving consumer preferences , Diageo continues to solidify its position as a purveyor of luxury and sophistication in the beverage alcohol market . And , of course , control state cash registers ring loudest whenever premium spirits are sold . www . stateways . com Summer 2024 • StateWays 23