NABCA’ S ADVISORY COMMITTEE
The tequila category remains one of the most dynamic areas in spirits. Tequila Ocho continues to set the standard for craftsmanship, while Lunazul remains one of the fastest-growing and most well-liked brands in the agave space. Together, they reflect how consumer interest is expanding, not replacing, what has come before.
This is not about one category winning over another. It is about a broader, more diverse spirits landscape.
If you step back, a pattern starts to emerge.
CONNECTION. ELEVATION. RESPECT.
Different words, but they point to the same idea. This industry works best when it builds on what has always been true while staying open to what comes next.
For Heaven Hill, that means continuing to invest in our brands, our partnerships and the communities we serve. It means showing up as a reliable partner within the control-state system. And it means staying focused on the longterm, even when the short-term conversation gets noisy.
We are optimistic about where we are headed, not because the path is simple, but because the foundation is strong.
We look forward to another year of working together, building momentum, and continuing to move the industry forward.
Together, we thrive.
Scott Schrader
DIAGEO SVP / GM- Control State
“ CONNECT, RESPECT, ELEVATE” – CAPTURING THE MOMENT
“ In the middle of difficulty lies opportunity.” Albert Einstein, Physicist( 1879 – 1955)
The theme of this year’ s conference – Connect, Respect, Elevate – captures both the spirit of our industry and the moment we are navigating together.
To connect is to build meaningful relationships across every part of our ecosystem. As Chairwoman Durbin notes, connection is foundational to how we work. For Diageo, that means strengthening our partnerships with control states, distributors and retailers, while staying closely attuned to the needs of our consumers. In an environment where focus and alignment matter more than ever, strong relationships are what enable us to move with clarity and purpose.
To respect is to recognize that we operate in a dynamic environment that continues to evolve. We don’ t always see things the same way – and that’ s exactly why listening matters. Respect means meeting our partners and consumers where they are today, approaching differences with civility and acknowledging that the path forward requires adaptability, understanding and shared perspective.
To elevate is how we bring it all together. Rooted in hospitality, it’ s about going the extra mile – through education, execution and a commitment to leaving things better than we found them. At Diageo, we are evolving our strategy to meet this moment – simplifying how we operate, sharpening our focus and ensuring our portfolio is positioned to win across a broader set of occasions and consumer needs.
Connect. Respect. Elevate. When we live these principles together, we strengthen our industry and grow responsibly and sustainably for the future.
30 StateWays • Summer 2026 www. stateways. com