blending as a new horizon for 2024 as distillers move beyond tradition , looking to disruptive aging techniques to reimagine time-honed serves , without losing their centuries-old refinement .
This trend is being embraced by our talent , including Angel ’ s Envy Master Distiller Owen Martin , and Director of Blending , Scotch Whisky Stephanie Macleod , who , for an unprecedented fifth year in a row , was awarded the prestigious title of Master Blender of the Year by the International Whisky Competition ( IWC ) 2023 . They , along with others , are constantly innovating to bring new expressions to life .
Angel ’ s Envy is experimenting with second-barrel finishes , looking to port , wine , rum and ice cider casks to add new levels of flavor and nuance to its American whiskeys . Within Scotch whiskies , releases like the Dewar ’ s Double Double range , which uses a unique four-stage ageing process pioneered by Stephanie , have been earning awards for taste and quality .
Speaking of new opportunities , mezcal is the next category to premiumize , according to the 2024 Bacardi Cocktail
Trends Report , and we are in prime position to lead that journey . Last year , Bacardi became the sole owner of Ilegal Mezcal , a leading super-premium artisanal mezcal . This was after several years of partnership , and now we can bring the brand to even more consumers . Hand-crafted in small batches in Oaxaca , the brand captures mezcal ’ s storied history as one of the oldest distilled spirits in the Americas , using 100 % sustainable Espadín agave and no artificial colors , flavors , yeasts or additives . Ilegal Mezcal has the credentials to own and lead the super-premium mezcal category .
Always on the horizon for our iconic brands is maintaining cultural relevance by meeting consumers where they are . From music festivals like Buckeye , Breakaway , Dreamville and Lovin ’ Life to major sporting events like the US Open , F1 and partnering with the Detroit Red Wings , Pistons and Tigers , these are just some of the moments where our brands connect with consumers .
Cocktails , spirits and liquors that capitalize on exclusivity , quality and cultural collaborations have never been more in demand , and at Bacardi we are ready for it .
SEAN NOBLE
Campari General Sales Manager Control States
In 2023 , the spirits business within the control state region experienced a year of significant evolution and adaptation driven by various factors , including changing consumer preferences , market dynamics and global events .
One of the notable trends in the spirits industry in 2023 was the continued rise of premiumization . Consumers increasingly sought high-quality , premium spirits driven by a growing appreciation for craftsmanship , authenticity and unique flavor profiles .
Another significant development in 2023 was the increasing emphasis on sustainability and corporate responsibility within the spirits industry .
For Campari America , we worked closely with our partners to promote sustainable practices , encourage responsible consumption and address environmental concerns throughout the supply chain .
Looking ahead to 2024 , the outlook for the spirits business in the control region is characterized by both opportunities and challenges . On the one hand , the spirits industry is expected to continue its upward trajectory , driven by growing consumer demand , and ongoing innovation . We will play a vital role in supporting this growth by advocating for fair and balanced regulatory policies , fostering industry collaboration , and promoting responsible business practices .
Additionally , the post-pandemic recovery is anticipated to stimulate economic activity and consumer spending , further fueling demand for spirits products . As social gatherings , events , and hospitality establishments resume normal operations , we can capitalize on increased consumption occasions and drive sales growth .
However , the spirits industry also faces several challenges and uncertainties in 2024 . Continued geopolitical tensions , possible trade disputes and regulatory changes could disrupt supply chains , impact international trade and affect market dynamics . Moreover , evolving consumer preferences , demographic shifts and emerging health and wellness trends may require spirits producers to adapt their product portfolios , marketing strategies and distribution channels accordingly .
The spirits business in 2023 experienced significant transformation and adaptation in response to changing market dynamics , consumer preferences and global events . Looking ahead to 2024 , the outlook for the industry is characterized by both opportunities and challenges , with Campari America poised to play a pivotal role in shaping the future of the spirits industry through advocacy , innovation and collaboration . •
26 StateWays • Summer 2024 www . stateways . com