NABCA’ S ADVISORY COMMITTEE have destroyed many businesses and many spirits.
When I reflect on the stories of the generations before me, it ' s clear how much power there is in the history of coming together during the hardest times. Those struggles weren’ t just obstacles; they were the moments that tested us, shaped us and gave us the belief that we could overcome everything.
It’ s that belief that inspires a culture centered on people, even 163 years after the Bacardi story began. That commitment to fostering togetherness and a winning culture has earned us 90 % employee pride, according to our most recent internal survey. Externally, we’ ve been named by Forbes among the“ World’ s Best Employers” coming in at # 2 in our category. We also made the Forbes“ Top Companies for Women” for a third year in a row and were the only pure spirits player on the most recent list.
We are honored to be included and know that it doesn’ t happen overnight. It’ s a reflection of our collective efforts to create an environment where top talent can thrive. As a leader in the spirits industry, we have a responsibility to set the tone and create opportunities for everyone to succeed. Because the success of one individual ignites the success of another.
The same can be said for our industry. I am a true believer that we must come together to ensure the growth of spirits. Whether that is in combating underage drinking, enforcing responsible marketing or pushing for transparency in research. By coming together, we can advocate for higher standards and regulation that protect and uplift our industry. Supporting each other, lifting one another up and sharing the load makes all the difference. When we stand united, no challenge is too big, and we can pave the way for a brighter future, no matter what comes our way.
Reed Davis
LUXCO Managing Director of Control States
“ Forward Together, Stronger Tomorrow”
NABCA Chair Becky Schlauch’ s theme Forward Together, Stronger Tomorrow sets the tone as we reflect on milestones achieved by working together within our Luxco team and with industry partners across control states. As an NABCA member, we’ re proud to continue to invest in sales in control states equal to or greater than our peers. In addition, we’ re grateful to share a few highlights of successes we’ ve earned together.
One important highlight is the growth of the premium Penelope Bourbon brand, which recently achieved a major milestone: Penelope Bourbon is now available in all 50 states. That’ s no small achievement and a great example of what can happen when we move forward together.
When Luxco acquired Penelope Bourbon in 2023, the five-year-old brand led by Founder and Vice President of Strategy for MGP Michael Paladini and Founder and Master Blender Danny Polise was available in over half of U. S. states. The brand complements the Luxco portfolio with its Core Series of expressions— Four Grain, Barrel Strength, Architect, Toasted and Wheated— in addition to popular releases within its cask-finished Cooper Series, sought-after Limited Releases and Founders Reserve offerings. By the end of 2023, Penelope was available in more than 40 states.
In 2024, Penelope Bourbon released over a dozen products and was named one of the 25 Best Bourbon Whiskey Brands to Drink in 2024 by Esquire magazine. Innovations expanded beyond the brand’ s well-known 4− to 6−year aged offerings with selections of 9− to 11−year aged barrels to develop its sought-after Estate Collection of limited-availability aged whiskey and bourbon releases: Founders Reserve, Private Select and Single Barrel. By the time the Estate Collection was released in the fall of 2024, Penelope had expanded to 49 states.
Now available in all 50 states as of January, Penelope continues to attract new fans and a loyal following. The brand introduced Wheated, a new permanent addition to its Core Series, plus a limited release of 17−Year American Light Whiskey and an annual release of its popular Cooper Series expression Rio. This momentum underscores the brand’ s tremendous progress forward in the premium market.
Another Luxco brand growing stronger for the future is Lux Row Distillers’ award-winning Rebel Bourbon. Rebel has made a big splash in the second year of its sponsorship with Richard Childress Racing as the Official Bourbon of RCR, the No. 8 Chevrolet and two-time NASCAR Cup Series Champion Kyle“ Rowdy” Busch. Rebel is a multi-race primary sponsor for the 2025 season with a branded in-car camera and new Rebel paint scheme born from American white oak Rebel Bourbon barrels and designed to honor the brand’ s craftsmanship. Busch raced the Rebel Bourbon No. 8 Chevrolet to a fifth-place finish at the EchoPark Automotive Grand Prix in Austin, TX, in March, and the show car has been making appearances in markets nationwide.
Rebel took the sponsorship a step further with the introduction of Kyle Busch 108 Single Barrel Bourbon. Every barrel was selected by Busch with the guidance of Lux Row Distillers Master Distiller John Rempe. Each bottle’ s front label includes prominent placement of the unique barrel number selected by Busch, plus the bourbon’ s proof and“ aged www. stateways. com Summer 2025 • StateWays 23