OnTrend Concepts
Spirits Sales + Marketing Digest

June 21, 2022

Nick Cook, Publisher

Tequila passes vodka and whiskey in the US. Not a surprise as people have been predicting that all year. We could discuss how brands may adapt to this trend; however, what I think is interesting for us to ponder this week is the potential for craft spirits in the international sphere.


With the right branding, sales strategy and international partner, a premium-looking/tasting spirits brand could fill a void in the international sphere. For example, rum (while absolutely delicious) is not in the same growth mode here as in England right now. Other craft spirits brands like Hudson Whiskey started out their growth by building premium on-premise in France. Not the right strategy for just any brand to go international, but… maybe it could work for yours?


The latter part of this digest has a little more of an international flair to it as well with stories from Ireland to New Zealand.


And now, the news…

Issue #26

How Investment and Starting Capital Influence Women-Owned Spirits Brands

When she was told during a pitch session that no one was going to give $3 million to a woman, she knew she would not be able to fund her dream.

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US consumers to spend more on mezcal and Tequila than whiskey

The predictions, re-highlighted in reports, estimated that US$13.3 billion would be created in combined agave spirit sales versus US$12.5 billion for vodka and US$12.3 billion for American whiskey.

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Embracing the agave spirits boom in the UK

Tequila is a rare ray of sunshine for spirits in the UK at the moment. It’s one of just three main spirits categories in growth, alongside rum and liqueurs.

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Drinks Sales at Level Pegging With Pre-COVID-19 in the UK

CGA by NielsenIQ’s Drinks Recovery Tracker shows average sales by value in managed venues in the seven days to Saturday (11 June) were just 1% behind the same period in 2019.

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A first look: Local craft spirit producer announces plans to develop largest distillery in NZ

Award-winning New Zealand craft spirit producer Scapegrace Distilling Company has announced the arrival of a new $25 million distillery in Central Otago, thought to be Aotearoa's largest ever.

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Buffalo Trace Parent Company Announces A New Home In Irish Whiskey

The Sazerac Company has just inked a deal to purchase the Lough Gill Distillery in County Sligo, Ireland.

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Teamsters strike hits prominent Chicago-area liquor distributor

Truck drivers have gone on strike against Breakthru Beverage Group in Cicero, a leading wholesaler of beer, wine and liquor.

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Just 2 percent of Boston liquor license holders are Black. A new report reveals startling disparities.

Just 2 percent of on-premise liquor license holders identify as Black, according to the report, in a city where Black residents make up 24 percent of the population.

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What new Minnesota liquor laws mean for businesses — and consumers

It means that you’ll be able to buy one full-size bottle of spirits at your local distillery.

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