OnTrend Concepts
Spirits Sales + Marketing Digest

January 4, 2022

Nick Cook, Publisher

As spirits sales continue to surge into this new year, we channel that optimism into our businesses.


Time for a fresh start.


This free weekly digest, or newsletter, is an industry resource to provide you with the spirits sales & marketing news for your business.


We want to highlight the fantastic job that many hard-working marketing creatives and driven sales teams are doing out there. We give you the stories that are about the craft spirits, the emerging spirits brands, the ones who are bringing something new in the spirits world. This is for the distilling artists, the botanical craftsmen, the budding liquor entrepreneurs, the spirits visionaries, the international alcoholic explorers.


Relatively light week of news on account of Christmas and New Years vacationing. In this week’s digest, there are stories about the rivalry between spirits and beer. Articles highlighting the rise in popularity of imports (especially high-end tequila and Irish whiskey). Even a cool distillery out in Atlanta that doubles as a museum for modern art.


And now, the news…

Issue #2

Covid Brings America’s Beer-vs.-Liquor Rivalry to a Head

Brewers struggle to retain a dwindling edge, as spirits makers campaign to grab market share using canned cocktails to burnish their product’s reputation and lower taxes on it.

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California Distillers Get a New Year's Eve Reprieve From Ban on Shipping Booze Direct to Customers

"I'm relieved that I'm not getting cut off from a huge portion of my customer base," says Aaron Bergh, president and distiller at Calwise Spirits in Paso Robles, California. "But we haven't cleared the hurdles yet and could find ourselves back in a precarious position in three months if we don't make our voices heard.”

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Adam Levine and Behati Prinsloo Talk Travel and Starting a Tequila Brand Together

The couple, who have been married since 2014, launched Calirosa this year, a tequila that's a shade of pink which they discovered on one of their recent trips.

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Issue 1 – Spirits Sales and Marketing Digest

Our first issue written last month in case you want to catch up on pre-holiday’s biggest stories.

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Tequila tops luxury spirits sales in the US

Sales of high-end Tequila soared by 83% during the third quarter of 2021, according to data from the Distilled Spirits Council of the US.

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Chamblee’s Distillery of Modern Art Honors Two Creative Expressions

Part distillery and part art gallery, the 15,000-square-foot space opened for tours and tastings over the summer.

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Yes, alcohol sales have increased since the start of the COVID-19 pandemic

Researchers have found alcohol sales spiked in mid-March 2020 and have remained higher than in previous years for most of the months since.

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Why you should get excited about anise spirits

Lately it seems that Americans are more open to anise and affiliated flavors like fennel and licorice, and it's clear that makers are finding new ways to tweak or balance the distinctive taste, too.

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A New Conference for Spirits Sales and Marketing

OnTrend Concepts is putting together a Spirits Sales & Marketing Conference on June 2-3 in Austin, TX with a focus on how to grow craft and emerging spirits brands.

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Vara, Taylor Garrett bring home multiple medals for spirits

Vara’s Rum Añejo was the big winner, taking home double gold in the unmasked competition, which looks at the total package, and silver in the masked competition double-blind tasting.

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Catch Me If You Can — Wholesaler’s Digital Marketing Agency Can Widen Wine and Spirits’ Lead in Ecommerce

DRAM’s purpose is to display and advertise the brands in Southern Glazer’s portfolio online in a way that encourages a customer to buy them—preferably with a click, right then and there.

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The Pandemic Changed How We Drink. It's Time to Go Back to the Joy of Social Drinking

A great article highlighting the importance of changing the way we drink back to a healthier, communal way.

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The lines between beer, soda and spirits are blurring as beverage companies seek sales growth

Spirits, beer, and soda big corporations are now all partnering together in the canned drink space. How does that change consumer conceptions?

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Irish Whiskey Thriving As Sales Hit ‘All-Time High’

After a year of uncertainty, the Irish whiskey industry is back on its feet as the Irish Whiskey Association reports sales at an ‘all-time high.’

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Allegheny County tops statewide list for highest liquor sales revenue

Once again, Allegheny County has had the highest liquor sales revenue in the state, according to the Pennsylvania Liquor Control Board’s yearly report.

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How to Develop Private Labels for Retail Stores?

Bob Paulinksi, former buyer for the world's top chains talks about developing Private Labels for Retail Stores.

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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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