GROWTH BRANDS
Heins . “ We plan to run the program again this year where we will donate $ 1 for every bottle of Broken Shed Vodka we sell to an account in October .”
The organization takes every dollar Broken Shed donates and uses it for their mission to provide adaptive vehicles to veterans in need . “ We have contributed $ 139,000 towards this mission over the past few years of running the program .”
SOCIAL MEDIA SHINES
Brands always have to meet customers where they are , and these days that ’ s on social media . Creating content for these channels has never been more important , and will remain so for the foreseeable future . Especially as the target demographics become younger and younger generations .
In 2024 , “ We reorganized our organic social media to be more attuned to popular trends in pop and Gen Z culture ,” says Bouldin of BuzzBallz . “ Thanks to viral content on social media platforms like TikTok , our BuzzBallz Biggies were hard to find on shelves for the whole year . We have created new production lines to produce more Biggies and keep up with that high demand .”
Brands remain committed to “ The Empress 1908 Gin brand has the highest socials and digital engagement in the gin category ,” says Dopkins . “ It also helps when Taylor Swift fans made cocktails on social media when her ‘ Lavender Haze ’ single was released at midnight , social content with Empress 1908 Gin went viral , adding to the brands distinctivity !”
Content is king on social media and digital in general . Savvy brands look for unique ways to capture consumer attention online .
“ Aperol recently introduced ‘ Life View ,’ a new platform on the Aperol website that allows viewers from around the world to experience a 360−degree interactive journey through authentic Venetian life ,” says Campari America ’ s Sengara , of the Fast Track winner .
SPIRITS ESTABLISHED GROWTH BRANDS ( 000 9-Liter cases )
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’ 22 /’ 23 |
Brand |
Supplier |
2022 |
2023p |
% Chg |
Tito ' s Handmade Vodka Fifth Generation 11,603 12,186 5.0 % Fireball Sazerac Company 7,193 7,313 1.7 % Maker ' s Mark Beam Suntory 2,310 2,450 6.1 % Platinum 7X Sazerac Company 1,999 2,023 1.2 % Bulleit Diageo North America 1,765 1,849 4.8 % Hornitos Beam Suntory 1,640 1,716 4.6 % Knob Creek Beam Suntory 543 561 3.3 % Basil Hayden ' s Beam Suntory 533 544 2.1 % Four Roses Four Roses Distillery 420 440 4.8 % Elijah Craig Small Batch Heaven Hill Brands 402 406 1.0 %
Source : The Beverage Information Group ' s 2024 Industry Overview Handbook ( P ) Preliminary
“ Hosted on Google Maps Street View , Aperol ’ s ‘ Life View ’ allows viewers to immerse in Italian culture and explore the lesser-known scenes and waterways of Venice through the eyes of locals , including glass-blowing artists , gondoliers , fresh produce deliveries and more . Shot on an Insta360 Pro 2 camera in 8K 3D VR , the content captures every detail in every direction .” Social media also leads into digital sales . “ Ecommerce has also been an important channel for the Campari Group ,” Sengara says , “ as we look to further integrate strategic programs into our marketing platforms across the portfolio . [ Fast Track winner ] Espolòn remained the numer-one premium tequila sold online in 2023 .”
“ And , with IWSR forecasting total online beverage alcohol sales to grow 4.3 % in 2024 ,” Sengara adds , “ we will remain agile in this channel and continue to look for unique and exciting ways to reach our consumers online .”
LIQUID TO LIPS
For the constant talk of digital this and social that , nobody will deny that the old saying , “ Liquid to lips ,” remains extremely relevant . Particularly in our post-pandemic world , as people joyously return to fairs and festivals , seeking the on-premise experiences that they missed for years .
“ On the trade and shopper side of things , we ramped up our events presence and were on site nearly every weekend of the year at one or more events around the country meeting new people and bringing the BuzzBallz brand to festivals , tastings and other social gatherings ,” says Bouldin .
Echoing Bouldin is Jenny Manger , Marussia Beverages U . S . portfolio director , which is behind the Rising Brand winner Mozart Chocolate Liqueur .
“ Getting liquid to lips was a big driver for the Mozart Chocolate Collection ,” she says , “ between in-store tasting events , brunches , happy hours and consumer events . It was key for us to showcase the versatility of Mozart — as a neat pour , on the rocks , in a Martini , in coffee and in cocktails . Communicating directly with the consumer and letting them know that we have a chocolate liqueur for everyone .”
In terms of attracting consumers to seek out and taste your brand , as another old saying goes , “ if you build it , they will come .” As such , “ We ’ re very excited about the upcoming opening of the new Jefferson ’ s distillery and visitor experience , which will be a 115,000 barrel-a-year facility that will be one of the most sustainable distilleries ever built ,” says Johnson . “ The distillery is nestled on approximately 250 acres in beautiful Marion County , a place that has a rich bourbon distilling history .” www . stateways . com Summer 2024 • StateWays 33