OnTrend Concepts
Spirits Sales + Marketing Digest

March 22, 2022

Nick Cook, Publisher

Burst of creativity and exciting stories from this week’s digest.


Mushroom-infused spirits is not something I would think of, but that’s a thing in NY. Food brands continue to seek partnerships with spirits companies to release specialty products. New product news from India to Belfast to Lake Tahoe.


In all this creative genius, what is the sales and marketing plan for these brands? Creativity and product distinction are essential (along with high-quality taste), but how do you translate that into tangible sales? In order to accomplish this, you need a solid understanding of your distributor’s and retailer’s needs, a well thought out marketing strategy, and the bandwidth to accomplish it. Come join us in Austin on June 2nd-3rd to learn about how to make that happen.


And now, the news…

Issue #13

Breakthru Beverage Group, Provi announce partnership extension

Provi provides Breakthru a transactional digital ordering solution, which enables customers to order products from Breakthru, as well as other wholesalers, through a single ordering marketplace, the company says.

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Houston Rockets and Toyota Center Announce Partnership with Curtis “50 Cent” Jackson’s Sire Spirits

The deal will highlight Jackson’s award-winning Branson Cognac and Le Chemin du Roi Champagne brands to Houston Rockets games and Toyota Center events with multiple themed bars, a branded luxury suite and a courtside loge box.

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Fungi Come First in this Line of Mushroom-Infused Vodkas

When New York mushroom farmers Joe and Wendy Rizzo set out to open a distillery, they opted for an unconventional spore-to-spirit route.

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First Taco Bell Jalapeño Noir, now Old Bay Vodka: Why food brands are shifting to unexpected spirits

Could this be a big player going forward- partnerships with local distilleries for special release collaborations?

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Population, tourism growth fuel additional state liquor stores in Central Oregon

Alan Dietrich, CEO of Bendistillery, maker of Crater Lake Spirits, said Oregon’s state-controlled model actually creates a playing field that allows equal shelf space for emerging brands.

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Luxury spirits sales climb 43% in 2021

Sales of luxury spirits soared by 43% last year, led by Tequila and American whiskey, according to data from the Distilled Spirits Council of the US (Discus).

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American Airlines will resume alcohol sales on flights starting April 18

American Airlines said Thursday it will resume sales of alcoholic beverages on domestic and short-haul international flights next month, a plan it delayed almost a year ago because of a surge in unruly passengers and attacks on crew members.

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Chambers Disagree over State's Role in Wine and Spirits Distribution

The Mississippi House did a little bit of rewriting of its own last week in a battle over whether to end the state's monopoly on wholesale distribution of wine and spirits or build a new warehouse.

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Richard’s novel Shamrock Whiskey launches to the world on St Pat’s Day

Head of Liquid Development at Kirker Greer Spirits in Belfast, Richard has created a unique spirit, Shamrock Whiskey – launched on St Patrick’s Day - that’s poised for international success and to be popular with collectors of outstandingly different whiskeys.

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Take a shot of Fort Worth entrepreneur’s tequila

Entrepreneur Rikki Kelly looks to take her tequila brand 'Ego' to new heights.

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Diageo India acquires minority stake in Indian craft gin brands

Diageo India will acquire a minority stake in Nao Spirits & Beverages Private Limited: the company behind premium Indian craft gin brands Hapusa and Greater Than.

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Black-Owned Vodka Company has the Right Spirits and Growth Outlook

Hale and his partners operate a vodka line that includes the only premium plum-flavored infused vodka on the market. Its distillery and business operations are based in Florida and currently sell its products in 15 states.

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ROKiT Launch Slashes Traditional Liquor Distribution Costs by 50% for Craft Spirits Producers

ROKiT Launch’s technology-enabled sales force of over 800 sales reps, who work with buyers directly, has reduced the cost of traditional distributor commissions by over 50%.

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Tahoe Blue Vodka CEO describes business plan as company grows 'explosively'

The makers of Tahoe Blue Vodka have experienced significant growth in the past few years, and a recent deal with a national distribution company is expected to bolster that trajectory.

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Tequila Tromba Partners with Mark Anthony Wine & Spirits

Tequila Tromba announced its partnership with market leader Mark Anthony Wine & Spirits to import and distribute its portfolio of Tequilas in Canada.

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From Janitor to Making One of the World's Best Vodka

After struggling to pay rent and working as a janitor in a Montreal hospital for 12 years, he decided to start his own business, eventually launching one of the world's best vodka brands.

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Our newsletters are a collection of all the news from the previous week related to each digest topic.  The focus is on trends, deal announcements, technology, and other industry disruptors and innovations.

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