GROWTH BRANDS 2026- SPIRITS
RISING STAR adds.“ As consumers trade up within tequila and as aged spirits drinkers from categories like whiskey and Cognac enter the space, Tequila Don Julio 1942 and Reposado remain a standout in our portfolio. Its balance of approachability and complexity makes it a natural bridge into aged tequila.”
FLAVORS ATTRACT ATTENTION
Among the more cited, positive trends among Gen Z consumers is their taste for flavorful products. Younger generations, in general, seem to gravitate towards products that offer more flavor.
“ What truly sets Código apart is its approach to aging. Each aged expression rests exclusively in Napa Valley cabernet barrels, a distinctive choice that delivers incredible liquid while deepening the story behind it,” says Ibarguen. As a result, products like our Reposado tequila deliver something to consumers that’ s premium, a little unexpected, and worth sharing.”
This trend has seen the vodka category come full circle back to flavors, after the damaging oversaturation in past years hurt sales. Now, flavors are back in, especially when done thoughtfully( as opposed to confectionary).
“ We saw strong momentum from the launch of Haku Yuzu Flavored Vodka in fall 2025,” says a spokesperson from The House of Suntory.“ The bright citrus of yuzu paired with our smooth rice vodka opened new opportunities in the flavored vodka segment, inviting consumers to experience Japanese flavor and craftsmanship in a new way.”
“ The release builds on Haku’ s Japanese identity by incorporating one of the country’ s most beloved citrus fruits, offering a bright, aromatic flavor that works seamlessly in cocktails,” the spokesperson continues.“ This launch coincided with the growing consumer interest in Japanese flavors, especially in cocktails.”
Other brands have reported rising consumer interest in specific flavors and premium products.
While we’ re not able to share specific sales figures, Reposado was a key growth driver for us," says Needham of Cazadores. " That reflects a broader shift we’ re seeing in the category overall, where consumers are increasingly willing to invest in higher-quality expressions and are gravitating toward more premium profiles, particularly within aged tequilas."
WHAT’ S NEXT?
What will drive growth in spirits in 2026 and beyond, as the industry continues to grapple with a worldwide pullback? Times of industrywide transition often see
“ Smaller formats have been a major success for us as consumers continue to explore the category, They provide an accessible entry point, inviting more people to discover Código for the first time.”
– Sarah Ibarguen, senior brand manager for the Pernod Ricard
mergers and acquisitions.
“ As we look to the next few years, we see a great opportunity to grow our portfolio through acquisition and partnerships that compliment our portfolio strategically,” says Dunne, of The Lucas Bols Company.“ We have invested sig-
38 StateWays • Summer 2026 www. stateways. com