NABCA’ S ADVISORY COMMITTEE
ral resources and celebrate cultural identity. In Mexico, the“ Made in Mexico” certification awarded to our Sauza Tequila portfolio underscores our respect for origin, craftsmanship and history. Our brands like Sauza, Hornitos and Tres Generaciones represent more than products— they embody over 150 years of tequila-making tradition.
By recognizing the cultural and industrial value of these spirits, we reinforce our commitment to the communities and traditions that define them. Respect also extends to the environment. From restoring peatlands in Scotland for Laphroaig to protecting water resources and reducing emissions, we ensure our operations remain in harmony with the natural systems that make our products possible.
To elevate is to continuously push boundaries— of innovation, sustainability and storytelling. Over the past year, initiatives like Star Hill Farm Whisky have brought regenerative agriculture and nature-led craftsmanship to the forefront, earning global recognition. At the same time, we
have achieved measurable progress across our sustainability goals: stewarding tens of thousands of acres with regenerative practices, planting our one millionth tree, reducing water usage ahead of schedule and cutting emissions significantly since 2019. These achievements are not isolated wins— they elevate our brands, strengthen consumer trust and position us competitively in a market where purpose and performance go hand in hand.
Ultimately,“ Connect. Respect. Elevate.” reflects how we build resilient brands and a resilient business. By connecting with partners and communities, respecting the environments and cultures that shape our products and elevating our standards every day, we are creating lasting value— for consumers, for society and for future generations. As we carry this momentum through 2026, we remain committed to better land, more flavorful spirits, and brands that people around the world truly admire.
Reed Davis
LUXCO Business Unit Manager – Control States
“ CONNECT, RESPECT, ELEVATE”
As a proud NABCA member, NABCA Chair Kathie Durbin’ s theme Connect, Respect, Elevate reflects our focus as we work with our control state partners to successfully navigate the industry and meet the needs and expectations of adult consumers. We’ re grateful for the ongoing partnership, as Luxco continues to invest in sales and marketing initiatives in control states at a rate equal to or greater than our peers. By working together we’ ve been able to drive brand awareness and sales of Luxco products, and deliver more dollars back to control states. We’ re pleased to highlight several of these successful programs and the new Luxco leadership team whose support and direction make these efforts possible.
Connecting with adult consumers across control states has been evident through Rebel Bourbon’ s ongoing partnership with Richard Childress Racing( RCR). As the official bourbon of RCR and a multi-race primary sponsor of Kyle Busch and the No. 8 team in the NASCAR Cup Series, Rebel continues to build upon a successful program that celebrates bold originality and a rebellious spirit.
In 2025, Rebel Bourbon brought the Rebel show car to racing markets and hosted bottle signings with Busch, including a signing event at the Virginia ABC Headquarters, where he greeted more than 400 fans and signed over 250 bottles of Rebel Bourbon. In addition, the brand team provided bold and timely product displays at key ABC locations and held various branded at-track activations. Rebel’ s momentum continues throughout the 2026 NASCAR Cup Series season, with the annual launch of Rebel Bourbon Kyle Busch 108, engaging product displays featuring Rebel-branded racing video games and show car visits and bottle signings in Michigan and other markets.
The success of Rebel’ s RCR sponsorship, product offerings and activations is one of the reasons why Luxco was able to grow share on dollars in 2025. Another reason is the sheer success of Penelope Bourbon.
Elevating our award-winning Penelope Bourbon brand remains a priority. Sought after and consistently ranked as a top bourbon brand, Penelope leans into consumer demand and preferences by crafting and promoting a host of limited offerings in addition to its popular Core Series which includes Wheated, Four Grain, Barrel Strength, Architect and Toasted Bourbon.
In 2025 Penelope entered the booming ready-to-pour market with the launch of its first-ever bottled cocktail: Penelope Peach Old Fashioned. Penelope’ s ready-to-pour portfolio quickly expanded with its release of Black Walnut Old Fashioned and Apple Cinnamon Old Fashioned. These premium, handcrafted cocktails offer the perfect balance of convenience and quality while delivering a fresh take on a timeless classic – and they’ ve quickly become a consumer favorite and sales driver. Our Yellowstone Bourbon brand found similar success with the 2025 debut of its ready-to-serve Yellowstone Cocktails: Gold Rush, Old Fashioned and Espresso.
28 StateWays • Summer 2026 www. stateways. com