NABCA’ S ADVISORY COMMITTEE
since” date details. The distinctive label also includes Busch’ s signature, number and the RCR logo. Busch and Rempe have been taking part in bottle signing appearances and the brand has more sponsorship activity planned.
As we continue to move forward together, we value the level playing field and trusted data Control States offer. We are grateful for our role on the NABCA Industry Advisory Committee and look forward to furthering NABCA’ s goals by sharing best practices state to state.
We are grateful to partner with organizations committed to improving lives and the environment. Since 2018, Yellowstone Bourbon has donated nearly $ 500,000 to National Parks Conservation Association( NPCA) to preserve national parks, and in 2023 it became NPCA’ s largest annual corporate donor at the $ 250,000 level. The Dos Primos Tequila Company renewed its partnership with The Nature Conservancy in 2023, pledging $ 50,000 for land restoration and water conservation in the Tehuacán Valley, near Dos Primos’ distillery Destiladora González Lux in Jalisco, Mexico. This year, Dos Primos became a Proud Partner of Ducks Unlimited( DU) in 2024. With this highest-partnership designation, DU can continue conserving North American wetlands and waterfowl habitat and both brands can expand awareness. In January 2024, Ross & Squibb Distillery, in partnership with NFL legend Chris Long and his Foundation’ s Waterboys initiative, completed efforts to bring a lasting clean water source to a Kenyan community of 1,600 people.
As we grow, we value the level playing field and trusted data control states offer. We’ re grateful for Chairman Wooton’ s leadership and proud to continue investing in sales in control states equal to or greater than our peers. We look forward to furthering NABCA’ s goals by sharing best practices state to state in our role on the NABCA Industry Advisory Committee.
Scott Schrader
DIAGEO NORTH AMERICA SVP / GM, Control States
Forward Together, Stronger Tomorrow: The Bright Future of the Spirits Industry
“ Every moment is a fresh beginning.”- Andy Warhol( 1928−1987)
The drinks industry has shown remarkable resilience— and even more, a capacity to grow stronger through collaboration. When producers, suppliers and customers unite, we move with greater purpose towards a stronger tomorrow. Our innovative mindset and collective adaptability position us well to meet evolving consumer preferences.
There’ s much to be excited about in beverage alcohol today. Long-term investments in digital capabilities, unique brand experiences and product innovation continue to strengthen the industry. These aren’ t reactive measures— they reflect a clear, consistent vision for responsible growth that has long defined our sector.
At Diageo, we’ re leveraging advanced data analytics to better identify trends, refine marketing and manage inventory with precision. The advent of regenerative AI has introduced exciting new tools, such as our personalized cocktail recommendation platform,‘ What’ s Your Cocktail.’
Experiential marketing is also deepening consumer connections. Our flagship activations— like the opening of our Guinness Open Gate Brewery in Chicago— go beyond products to offer immersive brand experiences. This 15,000−square-foot space features a brewery, taproom, restaurant and bakery, serving exclusive draughts crafted onsite.
Our expansive portfolio and strategic foresight reflect a commitment to staying in tune with consumer needs. Whether through ready-to-drink( RTD) innovations or lower- or no-alcohol options, we’ re evolving with our audience and expanding access for the next generation of Legal Drinking Age( LDA) drinkers.
The future will no doubt bring new challenges— but our industry isn’ t standing still. It’ s moving forward with intention, discipline and a shared sense of purpose. Collaboration remains central: employees, customers, suppliers and communities are all vital to our success.
Those of us investing in resilience, relevance and responsibility are shaping the road ahead. Together, our collective strength ensures that we’ re not just reacting to change— we’ re defining what comes next.
As NABCA Chair Becky Schlauch reminds us:“ Forward Together, Stronger Tomorrow.” History has shown that united efforts create lasting impact— and the spirits industry is ready to lead that change. •
24 StateWays • Summer 2025 www. stateways. com