Wine Fast Track Brands

Wine Fast Track Brands

SPIRITS ESTABLISHED GROWTH BRANDS( 000 9-Liter cases)

RISING STAR

Hendrick ' s William Grant & Sons 590 610 3.4 % Elijah Craig Family Heaven Hill Brands 523 541 3.4 %

Source: The Beverage Information Group ' s 2025 Industry Overview Handbook( p) Preliminary * Note: All figures are early preliminary BIG estimates of US volume consumption, subject to revision.

bility,” says Max Stefka, AVP, global whiskey brands.“ Strategic investment in linear and connected TV drove topof-funnel awareness. The 5th annual Old Fashioned Week was a major moment, with over 10,000 bars and restaurants nationwide showcasing Elijah Craig Old Fashioned riffs during the third week of October. High-impact partnerships with the PGA of America and PGA Tour players extended our reach to golf fans and lifestyle consumers alike.”

Midnight Moon Moonshakes also blended real-life and digital assets.

“ To capture consumer attention, we embraced the nostalgic charm of the classic diner, infusing our retail displays and digital presence with bold teal and red contrasts,” says Huss.“ This high-visibility approach translated into standout retail displays, engaging social media campaigns, and strategic digital advertising. Our marketing strategy brought Moonshakes to life in store and online, sparking curiosity and conversation. Adding to the excitement, our irresistible 50−ml. mini-mason jar trial size that is also driving strong consumer engagement and pull-through.”

GAINS IN SMALLER PACKAGING

As Midnight Moon Moonshakes al- luded to, an emerging trend has been the uptick in sales for smaller packaging sizes. This reflects the consumer urge for experimentation— buying in sample-size bottles to try before investing in a bigger purchase— as well as customers looking to cut back on costs. Many brands have taken notice.

“ Ole Smoky expanded with new sizes of some our most popular moonshine and whiskey flavors in the wholesale market,” says Hall,“ including a new 50−ml. size of Strawberry Moonshine, Mint Chocolate Chip Cream Whiskey and Cookies and Cream Whiskey.” Other brands have positioned themselves accordingly.“ We’ ve enhanced our label this past year but the big news for 2025 will be the launch of a 375−ml.,” says Heins of Broken shed,“ specifically to drive trial and repeat purchase with conversion to the 750−ml. size.” Tequila has seen a similar trend take hold.“ Don Julio 1942 introduced both new formats and limited-edition designs last year, serving as a vehicle to recruit new consumers and offering this iconic celebratory spirit in formats for even more moments of celebration,” Harris says.“ The iconic 1942 bottle hit shelves in new size formats – 375−ml. and 50−ml. After first teasing the bottles at the 96th Academy Awards, consumers can now find the same beautiful, beloved bottle in smaller sizes, making it easier than ever to raise a toast at celebrations big and small.”

WHAT’ S NEXT?

As we head into what is shaping up to be another challenging business year, many brands seem to be doubling down on what is already working, like premiumization and flavor expansion. As mentioned previously, another trend from recent time that will likely remain strong in 2025 is the rise of alcohol tourism. Distilleries have become popular destinations for travelers. Savvy brands like Ole Smoky have tapped into this trend with sizeable and multiple visitor centers to check out.

“ We’ re working hard to prepare for the opening of our fifth distillery location in Myrtle Beach, South Carolina in 2026,” says Hall.“ We’ re looking forward to welcoming millions of new visitors to this exciting, coastal destination who haven’ t yet had a chance to visit one of our Tennessee distilleries.”

While it may seem like a saturated trend these days, celebrity brands and endorsements will also likely remain important in the coming year.

“ In addition to new products, we’ re continuing to support the brand with a 360−degree marketing campaign celebrating National Moonshine Week in June, building on our partnership with [ NFL legend and media personality ] Jason Kelce, and the continued tradition of giving back to the community with a number of local charity partnerships in 2025,” says Hall.

No matter what headwinds emerge in the market this coming year, savvy, adaptable brands like our 2024 award winners will finds ways to navigate challenges and come out ahead. •

32 StateWay • Summer 2025 www. stateways. com