StateWays Summer 2024 | Page 32

GROWTH BRANDS

FAST TRACK

shots , 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 also crossover 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

RISING STAR

Karen Harris , vice president of Tequila Don Julio , Diageo North America , for the Fast Track brand . “ Host Jimmy Kimmel and Guillermo Rodriguez treated audience attendees to the never-before-seen Tequila Don Julio 1942 minis in the firstever spirits integration during a live Oscars telecast .”

THE RIGHT VALUES

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

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 , these nets are now banned in every state , including California .” Broken Shed Vodka is another brand with a charitable focus . “ A main focus for us is giving back to the community and our main vehicle for this in the United States is our partnership with Help Our Military Heroes ,” says

32 StateWays • Summer 2024 www . stateways . com