RISING STAR
showed up across key cultural moments spanning music, fashion, sports and film. Cultural tentpoles and holidays like the Oscars, Super Bowl, Fashion Week and Día de Muertos served as an anchor to connect with consumers in meaningful ways through high-impact partnerships, talent collaborations and immersive brand experiences.”
“ A standout example is our presence around this year’ s Super Bowl in San Francisco, CA,” she adds.“ Through the‘ Ready Pa’ l Show’ campaign, we tapped into the cultural energy of one of the most vibrant Latino game days in history. Partnering with talent, Druski and Young Miko, we brought Latino traditions to life through social-first storytelling. This was amplified by immersive, on-the-ground experiences, from a kickoff event with a surprise Cardi B performance to a Mission District trolley takeover and taqueria pop-up with Diplo.”
DIFFERENT FORMATS
One trend that has taken off in recent time is the rise of alternative formats. Consumers are no longer looking for 750−ml. containers as the only size for their favorite spirits. For a variety of reasons, folks increasingly now buy smaller and larger bottles.
“ Our customers and team had been asking for a 375−ml. size,” says Paul Criscuolo, president, Broken Shed Vodka, which won a Rising Star award.“ We launched the size in 2025 and so
36 StateWays • Summer 2026 www. stateways. com