Michelle Beauchamp

2025 Spirits Industry Trends: Innovation and Adaptation Drive Growth As 2025 unfolds, the spirits industry continues to navigate a dynamic market shaped by evolving consumer preferences, economic challenges, and brand-driven innovation. Key players are doubling down on sustainability, premiumization, and creative marketing to capture market share and inspire loyalty. Sustainability Takes Center Stage Sustainability is more than a buzzword—it's a critical business strategy. Brands like Patrón Tequila and Absolut Vodka are setting benchmarks with eco-friendly production methods, such as water recycling and renewable energy use. These efforts resonate with environmentally conscious consumers and position brands as leaders in responsible production. Premiumization Remains Key The trend toward premium and ultra-premium spirits is accelerating, even amid economic uncertainty. Consumers are seeking quality over quantity, with brands like Don Julio and Macallan reporting robust growth in high-end product categories. Craft offerings, limited-edition releases, and exclusive packaging are helping brands capitalize on this demand. Rise of Ready-to-Drink (RTD) Cocktails RTD beverages are evolving into a premium segment, with offerings from brands like Cazadores Tequila and Ketel One leading the charge. These convenient, high-quality cocktails appeal to younger demographics seeking bar-level experiences at home or on the go. Health-Conscious Drinking Wellness trends continue to shape consumer choices, driving interest in low-ABV and non-alcoholic options. Brands such as Seedlip, Lyre’s, and Heineken 0.0 are expanding their portfolios to cater to mindful drinkers. The rise of sober-curious lifestyles indicates this market will only grow in 2025. Cultural and Flavor Exploration The demand for global flavors is inspiring innovation. Japanese spirits, such as Suntory’s Haku Vodka, and tropical-inspired offerings, like Bacardi’s Mango Chile rum, are captivating adventurous palates. Consumers are embracing beverages that offer both novelty and cultural connection. Celebrity Branding Power The influence of celebrity-backed brands shows no signs of slowing. High-profile names like Ryan Reynolds (Aviation Gin) and Kendall Jenner (818 Tequila) continue to energize the market, attracting younger consumers and creating instant brand recognition. As the spirits industry adapts to shifting market demands, brands that innovate, prioritize sustainability, and engage authentically with their audiences will be best positioned for success in 2025 and beyond.

1

$CPR Another casualty of the alcohol trade, Campari Milano, is down more than 40% this year. Campari has compounded operating income by 7.1% over the past decade.

1

Interesting take on the battle for consumers during months like Sober October and Dry January from Stephanie Cain 👇 Her commentary below with link in comments 🍻🥂🍹 The wine industry has launched an assault on #SoberOctober and non-alcoholic beverages as if the sole existence of the booze-less category is to put a hit against wine. With its new campaign, Come Over October, wine folks are declaring you should grab a glass instead of going sober, because wine brings people together. Instead, #wine should really be looking at their core messaging because that's why wine is declining. At the #ComeOverOctober kick-off party, I had a conversation with a salesperson of a wine distributor. He attempted to be ok with the evolution of wine by explaining that ready-to-drink, single-serve wine brand, BeatBox, marketed to the 21 to 25-year-old set, was crushing the market. He was all for it. While the brand has wacky flavors like blueberry lemonade wine, he felt that every wine consumer “starts somewhere.” It was promising to him because he said they would “continue their wine journey” and start “drinking real wine.” So many problems here but here is the big one: They don’t often continue the wine journey. News flash, wine people! Consumers don’t have time. We don’t desire it. We want to build connections, not spend the evening only discussing what we want to drink. We have jobs and travel and bills to pay and kids and dogs and aging parents and hell, we just want to buy a house. We have no job security. We have been hit with recession after recession. Right now, inflation is making our groceries cost some 40% more. You really think we are jumping at the time-consuming task of learning about wine? Get real. We’ll grab a #Martini. And start ranting. Which is exactly what I'm doing in today's The Mad Ones 👇 Link in comments. #health #wellness #marketing #alcohol #alcoholfree

49

11 Comments

#Surfside update from the annual Beer Marketer's Insights conference last week... 🏄‍♂️ 🚀 2025 is going to be wild for Stateside Brands...chains are all in! Surfside Aims High; More Than Tripling in 2024 to Near 5 Mil Cases; 25 Mil Down Road? Some years back there “was a pent-up demand for a different kind of beverage,” noted Surfside ceo Clem Pappas at Beer Insights Seminar. White Claw “was able to fill that” on malt side, but spirits based RTDs didn’t “have a track record of success at scale.” Gallo “was able to figure out” how to do this and now “floodgates are kind of open,” he added. Surfside figured tea, lemonade “should have a premium offering with a vodka base.” Timing is “key” as is “right branding, right liquid,” etc. It’s working out pretty well so far. Surfside went national rapidly in 2024 (49 states), as “we didn’t figure the opportunity would last too long. We went as fast as we could.” And co went mostly with beer distributors, which Clem called “a significant advantage in plenty of markets.” Other than its largest distrib, NJ wine and spirits distrib Fedway (“pretty much a unicorn”), Surfside frequently found spirits distribs “weren’t set up” to sell Surfside, “didn’t like the profit and volume” and it was “like pulling teeth with some of our partners.” On other hand, “when we went into beer [networks] it was plug & play.” About half of Surfside’s biz is in NJ and PA. Fedway alone is over 25% of volume. Elsewhere, its distribution network “tilts slightly towards” MC network. For example, it’s “almost totally aligned with Reyes.” But it does have some AB distribs. Surfside only launched in NY last Jun and will do about 700K cases in state, said Clem, with “a goal of more than doubling that next year.” NYC area alone close to a half mil cases, INSIGHTS hears. Surfside already has 9 or 10 states where it’s selling over 100K cases.  Co originally expected to hit 4 mil cases, up from 1.3 mil cases in 2024, its 3d yr. Instead, Surfside “on pace to finish” at 4.7-4.8 mil cases and “5 is still on the table” for 2024, said Clem. Next yr, Surfside expects to “launch more at scale” and it expects to double again. By 2027 (yr 6), it aims to sell 25 mil cases, basically following same trajectory as High Noon thru its first 6 yrs, he showed. “There’s a ton of runway,” Clem added, noting that Surfside only at 33% category weighted distribution. Compare to High Noon at 88% or Cutwater at 77%. There’s “quite a bit of opportunity to expand distribution,” according to Clem. Its velocity is 30% ahead of High Noon too, he showed, citing NIQ data. Meanwhile, about 30% of Surfside biz is on-premise so far and only 10% in chain. Those are some striking stats.

102

7 Comments

Athletic Brewing Reimagines the New Year Reset with 'Athletic January' Campaign Drawing inspiration from Athletic's trailblazing co-founder and COO, John Walker, who revolutionized non-alcoholic brewing by developing a new method for making NA brews, Athletic's January campaign invites consumers to rethink their routines while experiencing the bold taste of Athletic's award-winning brews. By harnessing the power of reimagination, consumers can shift their focus to what they reap rather than what they relinquish, inspiring a more enjoyable and fulfilling start to the new year. "At Athletic, we believe a reset doesn't have to mean giving up flavor or fun," said Andrew Katz, Chief Marketing Officer of Athletic. "January has historically been marked by what you're giving up instead of what you're gaining. In the spirit of always innovating, we're kicking off 2025 by inspiring drinkers to reimagine what's possible, cherish moments of mindfulness and embrace moderation all year long." To jumpstart Athletic January, the company will conduct a widespread sampling initiative, sharing its brews at hundreds of activations, retail samplings, and community events across North America and the UK. From January 10–17, Ask For Athletic Week takes center stage, making it easier than ever to enjoy a great-tasting brew. Customers who are 21+ can get a $5 rebate on one 12 oz. can or draft pour of Athletic at retailers across the U.S.* Athletic is also enhancing its custom moderation tool, "Track Record," which allows users to set personalized goals and chart their progress over time. Users can now choose how many dry days they want each month and monitor their momentum in real time. According to global market research, 64% of consumers claim to be moderating their alcohol consumption1. Meanwhile, recent polling in the U.S. indicated that 26% of Americans plan to drink less in 2025, and 36% of U.S. drinkers plan to reduce or eliminate alcohol in January2. To support the Athletic January campaign and continue driving brand awareness, Athletic is embarking on a multi-million dollar strategic media plan that includes the debut of new commercials across high-impact television, as well as out-of-home placements in key markets, streaming audio and podcast advertisements, digital media, and influencer endorsements. Launched commercially in 2018, Athletic re-engineered nearly every step of the brewing process and developed a proprietary brewing method to make NA brews that rival full-strength alcohol counterparts. "Unlike traditional methods that adjust a single part of the process, our approach includes 10–12 changes across all brewing stages," Walker said. "The result is a finished product with a distinct flavor profile from other NA brews made using a handful of traditional techniques. Our innovative processes, some of which are patent-pending, showcase craftsmanship that is extremely rare and incredibly unique in the NA beer industry."

4

The moderation trend is continuing to accelerate! The NA segment of on-premise beer sales in the U.S. jumped 33.7% over the last 52 weeks with broad-based gains in all 50 states! 💪 📈 🍻 At Partake Brewing we are seeing on-premise operators move from offering 1 NA beer option to now several with macros and craft represented in addition to house mocktails. 🍺 🍷 🍹 This is an exciting time for the non-drinker and moderator alike! Gone are the days of water, juice, milk, and soda as the non-alcoholic options. 🤩 https://lnkd.in/gibbdbPB

68

8 Comments

We're officially soccer moms 💁🏻‍♀️ Here's what you can expect with our new official partnership with the National Women's Soccer League (NWSL): 1. Lactation and feeding room support across the League 🤱 2. Sharing the stories and feeding journeys of the moms on the field 🍼 3. A Bobbie Box for our Bobbie subs to catch some NWSL games! ⚽️ 4. Our name in lights along the field ✨ 5. Formula donations and giveaways throughout the League! ♥️ When women own companies we get to invest in the women also changing the world--- the female-owned League and athletes showing our little girls how to rewrite the playbook and that yes, women's sports are worth investing in.

267

20 Comments

Keurig Dr Pepper Inc. has named Drew Panayiotou as its new #CMO for U.S. refreshment beverages, overseeing a $9 billion portfolio, including brands like Dr. Pepper, Snapple Group. and Canada Dr. Drew brings deep expertise in #AI-driven marketing and #ecommerce from his time at Pfizer. His appointment underscores the growing need for enterprise-wide #data standards—ensuring consistency across brand taxonomies, proactively removing bad data, unlocking actionable insights and enabling seamless collaboration. These foundations empower marketers to deliver precise, #innovative campaigns that drive results. #datastandards #datagovernance #contentsupplychain #bigdata #CPG #digitalmarketing #Claravine

17

1 Comment

Trends to Watch in the Spirits Industry for 2025 As we look ahead to 2025, the spirits industry is poised for significant shifts, driven by evolving consumer preferences, economic factors, and brand innovation. After facing a challenging few years with inflation, supply chain disruptions, and fluctuating consumer spending, the industry is showing signs of adaptation and resilience. Sustainability and Craft Spirits One of the major trends expected to continue in 2025 is the increasing focus on sustainability. Consumers are more conscious than ever about the environmental impact of the products they purchase, and spirits brands are responding. Companies like Patrón and Jack Daniel's are investing heavily in sustainable practices, from using eco-friendly packaging to reducing water usage in production. These brands are meeting consumer demand for authenticity and environmental responsibility, which is likely to be a growing driver of consumer choices. Premiumization In the face of economic pressures, there’s a noticeable trend toward premiumization, with more consumers opting for high-end spirits. Brands like Grey Goose and Tequila Don Julio are seeing continued growth in their premium product lines, appealing to a more affluent, experience-driven demographic. This aligns with the broader trend in the alcohol sector of shifting focus from mass-market to premium and ultra-premium products. Celebrity-Driven Brands Celebrity-backed brands remain a dominant force in the spirits industry, with figures like Dwayne "The Rock" Johnson (Teremana Tequila) and Beyoncé (SirDavis Whisky) creating massive buzz. These brands have proven successful in appealing to both celebrity fans and consumers seeking high-quality, yet accessible spirits. The trend of stars using their platform to launch their own liquor lines is expected to intensify in 2025. Innovation in Flavors As consumer tastes become more adventurous, brands are experimenting with new, bold flavors. Smirnoff and Absolut have already seen success with fruit-infused vodka lines, and Diageo continues to push the envelope with flavored whiskies. Expect more experimentation with tropical, exotic, and locally inspired flavors, as companies seek to differentiate themselves in a crowded market. Health and Wellness Finally, the wellness trend continues to influence consumer choices in 2025, with low-alcohol and non-alcoholic options gaining ground. Brands like Seedlip and Heineken 0.0 are capitalizing on this shift, offering beverages that cater to consumers who still want the taste and experience of drinking without the alcohol content. The spirits industry is evolving rapidly, and 2025 will see further innovation, premiumization, and a shift toward sustainability and health-conscious choices. Brands that adapt to these changes will continue to lead the market, while those who innovate will find new avenues for growth.

5

Interesting read. How are you mitigating financial swings during these tumultuous times? What are your thoughts on trade and tariffs? https://lnkd.in/gYBjf5QA

1

Brands are undergoing refreshes to ‘get consumers excited again’. According to Andrew K. Smith, managing partner of Savory Fund, such efforts can generate a 10% to 20% sales lift if they’re done right http://ow.ly/PIfO105QLk1

79

4 Comments

Today, Holly Skaggs, the founder of WILD TONIC - Jun Kombucha, explores her journey from an artist in Alaska to creating one of the most innovative kombucha brands on the market. Holly discusses the unique fermentation process of Jun kombucha, the challenges faced during the COVID-19 pandemic, and her vision for the future of Wild Tonic. Learn how her background in art and love for fermentation led to the creation of a living drink that is both delicious and healthy. Discover the story behind Wild Tonic's success and its impact on the beverage industry. #BusinessGrowth #LeadershipDevelopment #Entrepreneurship #StartupSuccess #Innovation #BusinessStrategy #LeadershipTips #ExecutiveLeadership #ProfessionalDevelopment #BusinessInsights

9

1 Comment

Check us out! Some great insights and information!

10

🌟 2025 Sales & Marketing Trends for Wine, Spirits, and Beer Brands 🍷🍸🍺 Alright, fellow rebels in the industry, let’s talk about where the future’s headed. We’re not just peeking into 2025; we’re smashing the door wide open. Here’s what you need to know about the trends that are going to shake up your world – and why you need to be ready to ride this wave or get left behind. 1. AI-Driven Personalization Goes Mainstream 🤖 By 2025, brands that don’t leverage AI for hyper-personalized marketing are going to feel as relevant as dial-up internet. We’re talking about AI that understands your customers’ tastes better than they do. Imagine sending a targeted campaign that knows they prefer an oaky Chardonnay over a fruity Sauvignon Blanc. Yeah, it’s that real. Get Ready: If you’re not on the AI train, it’s time to punch your ticket. This is where marketing is headed, and it’s not waiting for anyone. 2. Experiential Marketing 2.0 🎤 Forget the old-school tastings. 2025 is all about immersive, hybrid experiences. Virtual reality tours of your distillery? Augmented reality cocktail recipes? Yes, please. Consumers are craving something more than just a sip – they want a story, a journey, an adventure. Warning: If you’re still pouring samples behind a table at a trade show, you’re about to be upstaged. Time to level up your game. 3. Sustainability Isn’t Just a Buzzword Anymore 🌱 By 2025, sustainability isn’t an option; it’s a demand. Brands that can’t show their eco-credentials will be left behind in the dust. We’re talking about transparent sourcing, eco-friendly packaging, and a genuine commitment to doing better. No more lip service – it’s time to walk the talk. Action Item: Start implementing sustainable practices TODAY. This is going to be your biggest selling point. 4. Community-Led Growth 👫 Brands that win in 2025 will be the ones that build communities, not just customer lists. Think exclusive memberships, private tastings, and online forums where your most loyal fans can connect, share, and spread the word for you. Next Step: Start cultivating your community now. The days of mass marketing are fading; it’s time to build deeper, more meaningful connections. The Bottom Line: If you’re not adapting, you’re dying. 🔥 2025 isn’t the year for playing it safe. It’s the year for pushing boundaries, taking risks, and rewriting the rules. If you want to thrive, you’re going to need to be bold, be brave, and be ready to disrupt the market. Stay rebellious. Stay relevant. 🍻 👉 Follow me for more industry insights and bold moves.

4

1 Comment

Airbnb provided its third consecutive quarterly downbeat forecast. Key quote: Airbnb's outlook "will likely only further stoke the soft consumer thesis.” Is "sequential moderation" just a blip? See our recent article "Budget Misses: Just a Blip or a Harbinger of Trouble to Come?" https://bit.ly/3LzuxSA #governance #turnarounds #performanceimprovement

7

Non-alcoholic options aren’t cannibalizing alcohol revenue… ..they’re complementing it. New report from NielsenIQ shows an astounding 94% of non-alc consumers buy full-proof spirits in the same visit. #Nonalc buyers also spend 59% more on Total Alcohol versus those that exclusively buy alcohol 🤯 In other words, they’re your most valuable #customers. So what are some Top Tips to make your no & low options fly off the shelves? 👉 Prioritize: Visibility can make or break your non-alc section. Make sure your leading products are at eye level and place best-sellers from left to right. 👉 Invest in high-impact #POS: Shelf talkers and aisle violators increase awareness and drive #sales. 👉 Display non-alc in a second location: The storefront window, an endcap, case stacker, floor display, and barge inclusion are all great options. 👉 Know your products: There’s a whole array of non-alc products from mixers and RTDs to direct spirit replacements. Do a tasting, speak to your reps, and educate your staff. 👉 Take advantage of seasonal opportunities: The ever-popular Dry January drives huge volumes of non-alc sales during a traditionally down month for liquor. Display non-alc options prominently with Dry January messaging to capitalise on the moment, in-store and on-menu. Even on holidays like Thanksgiving and Cinco de Mayo, you can expect a substantial surge. 👉 Align promotions & activations: Enhance market penetration by aligning promotions with key calendar periods and #innovative product pricing. 👉 and as always, invest in high-quality, #customised design.. What other tips & tricks do you recommend? https://lnkd.in/eyrN6AHB

5

Occasion based marketing for beverages is not a new phenominum. We just have to go back over the catalogue of historic Coca Cola ads to see how leveraging occasions has been used for decades to drive increased sales and margins for all members of the Coca Cola value chain.  “Refreshment on the Go”, “Stock Up for the holidays”, “makes food taste better”, “easy hospitality”, “Refreshing vacations” are just of few of Coca Cola’s occasion based propositions. It’s been the Coca Cola way for generations, and the basic principles from yesteryear, are still applied today. In fact, for the Coca Cola system, Occasions sit at the heart of their marketing DNA. They call it the OBPPC (Occasion, Brand, Pack, Price, Channel) process and it’s a critical element of their overall marketing. Coca Cola ensures that for each occasion, they clearly define the optimal brands to be sold, in the most appropriate packages, at the right prices, in the target channels to sell more products, at higher prices. They use occasions to pro-actively change the market dynamics in their favour by shifting the demand curve for beverages rather than simply moving along it to where the market takes them. DM me to learn more about how you can use Growth Scope to unlock your liquor market growth agenda by unlocking consumption occasions.

8

This is sweet victory (with zero sugar)! No Soda Has Grabbed More Market Share in the Past 20 Years Than Coca-Cola Zero Sugar Very cool article by Adweek detailing the remarkable market share growth of Coke Zero Sugar over the past 20 years. Getting to work on Coke Zero Sugar has been a masterclass in never being satisfied and pushing the limits. It might have seemed crazy at first reformulating the product twice to get as close to the real Coca-Cola flavor as possible, but superior taste will always drive demand. One of the boldest moves (IMO) was strategically repositioning Coke Zero Sugar closer to the Coca-Cola brand. This alignment created a powerhouse duo, allowing both brands to amplify each other’s success. This is the power of a cohesive brand strategy and execution with excellence. Nothing was off limits and the incredible design teams pushed for more innovative package design were also crucial. Staying bold, continually evolving to drive long-term brand growth and capture market share. The incredible, smart, crazy talented team that it takes to pull something like this off demonstrates the power of a clear vision, collaboration, shared passion, and relentless ambition. #CocaCola #CokeZeroSugar #BrandGrowth #TeamWork #MarketingSuccess #MarketLeader #ConsumerGoods #Leadership

107

11 Comments