by KYLE SWARTZ

Control states and their supplier partners face a variety of challenges every year. This includes the need to invest, adapt and innovate in real time, in order to advance the future values of those agencies and corporations.

This remained a challenging task in 2025, as shifting consumer tastes and a tricky global economy continue to drag on the alcohol industry. For a look at how everybody involved in the industry approached this difficult, multifaceted task, we checked in with the NABCA Industry Advisory Committee.

Throughout the year, the NABCA Board of Directors meets with the advisory committee— a group of beverage alcohol supplier executives— to address new and ongoing issues facing the control state system. StateWays annually invites these committee members to share their accomplishments, challenges and initiatives from the past year.

The theme for NABCA Chair Kathie Durbin ' s has been: " Connect, Respect, Elevate." We suggested that committee members speak about how they have worked to achieve that goal.

BACARDI USA Vice President, Control State Affairs

CONNECT, RESPECT, ELEVATE: HOW BACARDI BRINGS THE THEME TO LIFE THROUGH EXPERIENCES

This past year, Bacardi delivered on the theme Connect, Respect, Elevate through programs that extended far beyond the bar and across the U. S. By using our iconic portfolio as a gateway into music, travel, culture and sports, we launched immersive consumer experiences, strengthened on-premise partnerships, and elevated cocktail culture into a full-spectrum lifestyle. Each initiative was designed to connect authentically with consumers, strengthen and respect the trusted relationships we share with our customers and partners, and elevate experiences through flawless execution and shared purpose.

As highlighted in the 2026 Bacardi Cocktail Trends Report, cocktail culture is evolving rapidly. Gen Z and Millennials are reshaping cocktail culture, driving demand for drinks that double as shareable, lifestyle experiences; as shown by 57 % of Gen Z respondents who believe in-person experiences are worth the effort. These insights reinforce what Bacardi has long believed: connection fuels loyalty, and experiences drive relevance.

A standout example is Hacienda Patrón at last year’ s Dreamville Festival in North Carolina, which was designed to feel authentic, energetic and deeply rooted in music culture. The two-story Hacienda Patrón activation delivered a premium yet inclusive experience, featuring local vinyl DJs, the Patrón Headliner Margarita served in collectible cups, and daily happy hours. The results spoke for themselves: Patrón was the # 1 spirit sold onsite, driving year-over-year growth in sales and generating more than three million impressions.

Dewar’ s brought the same commitment to premium, purpose-driven experiences to the U. S. Open Golf Championship in Pennsylvania. As the Official Scotch Whisky of the tournament, Dewar’ s engaged consumers through branded bars and hospitality spaces throughout the grounds, inviting fans to pause, socialize and savor the moment with the Dewar’ s Lemon Wedge, the championship’ s official cocktail. To further elevate the experience, Dewar ' s complemented its onsite presence with the annual release of Dewar’ s 19 Year Old“ The Champions Edition,” a limited edition, collectible whisky honoring the host course, local heritage, and the rituals of golf.

As a family-owned company after seven generations, respect for customers, partners and people has been foundational to the legacy of Bacardi. That commitment was most recently recognized for the sixth consecutive year when Bacardi USA was named“ Best Large Spirits Supplier” at the 2026 VIBE Conference, an award determined exclusively by national account operators. This recognition reflects not only the strength of our portfolio, but also the trust we’ ve built through service excellence, consistency and collaboration.

Whether through music festivals, lifestyle popups or industry-leading partnerships, Bacardi continues to connect authentically, respect deeply and elevate experiences with excellence. As cocktail culture becomes increasingly experiential and expressive, Bacardi is proud to lead— not just by what’ s poured in the glass, but by the meaningful moments created around it.

24 StateWays • Summer 2026 www. stateways. com