NABCA’ S ADVISORY COMMITTEE
Our innovative work within the spirits industry and our vision for future success is set and supported by the Luxco leadership team. In 2025, two key changes were made to this team. Julie Francis was appointed President and CEO, and Matias Bentel joined as Chief Marketing Officer. Both Julie and Matias bring decades of experience in the food, beverage and alcohol industries, along with the proven ability to build and grow brands. These leaders understand market challenges, respect the needs of control states and remain committed to working with control-state partners to help grow their business.
As we continue to move forward together, we value the level playing field and trusted data Control States offer – and we look forward to sharing best practices in our role on the NABCA Industry Advisory Committee to help further NAB- CA’ s goals.
Jacob Sabel
HEAVEN HILL BRANDS Vice President- Strategic Partnerships
FORWARD TOGETHER: BUILDING CONNECTION, ELEVATING THE CATEGORY, AND RESPECTING WHAT ENDURES
As we look ahead to another year of collaboration within the National Alcohol Beverage Control Association, I want to begin with gratitude. Kathie Durbin’ s leadership has helped guide the Control State system through a dynamic period, and I’ m pleased to welcome Chris Graham as incoming Chairman. His perspective and experience come at an important moment for our industry.
Because if there’ s one thing that feels clear right now, it’ s this: we are not standing still. We are recalibrating, reconnecting and in many ways, rediscovering what has always made this industry work.
At Heaven Hill, we see the Control State system as a critical partner in that work. As the largest, independent family-owned and-led distilled spirits company of brands in the United States, our focus remains on building long-term relationships that create shared value, not just short-term wins.
A YEAR FOCUSED ON CONNECTION
If the last few years were about acceleration, this moment is about reconnection.
Across the industry, we are seeing a renewed focus on socialization and experience. Consumers are still seeking out spirits, but increasingly in moments that feel meaningful. That might look like a distillery visit, a cocktail program that surprises them or simply gathering with friends in a way that feels intentional.
For us, that shows up in how we invest behind experiences like the Heaven Hill Bourbon Experience and the continued evolution of our distilleries, including Heaven Hill Springs. These are not just brand homes. They are places where consumers reconnect with the category itself.
It also shows up in how we meet consumers where they are. Whether through partnerships like Evan Williams’ collegiate programs or broader cultural moments like America 250, the goal is simple. Be present in the moments that matter.
ELEVATING THROUGH INNOVATION AND PREMIUMIZATION
At the same time, we continue to see strong demand for premium, differentiated offerings.
That demand is not new, but it is becoming more defined. Consumers are looking for products with a point of view. They want craftsmanship they can understand and quality they can trust.
Across our portfolio, that has led to continued investment in both innovation and premium expressions. Releases like Old Fitzgerald 7−Year, Elijah Craig 15−Year and Heaven Hill Grain to Glass reflect that focus. So do newer expressions like Deep Eddy Espresso, which bring a different kind of relevance to evolving consumer tastes.
It is not about chasing trends. It is about knowing who you are and continuing to raise the bar.
RESPECTING WHAT GOT US HERE
Even as we look forward, there is a growing appreciation for what has endured.
Legacy brands, time-tested processes and a commitment to craftsmanship are not just part of our history. They are part of our advantage. In a market that can sometimes move quickly, consistency matters.
Brands like Elijah Craig and Evan Williams continue to resonate because they are grounded in something real. They have earned trust over time, and that trust shows up in how consumers choose and how partners engage.
That same mindset extends to the way we operate. Longterm thinking, disciplined investment and respect for the category have always been central to our approach.
EXPANDING THE CONVERSATION
Growth is also coming from new places. www. stateways. com Summer 2026 • StateWays 29