OnTrend Concepts
Spirits Sales + Marketing Digest

August 1, 2022

Nick Cook, Publisher

$1.7 trillion is a lot of dough.


Premiumization of spirits is projected to be the driver of revenue in the spirits category for the next decade. That’s good news for craft and emerging spirits brands who typically need to charge higher prices in order to make a profit.


Pricing is a complicated animal, but also one that could make or break your brand. If your 750 of craft whiskey costs $49.99, then it better taste just as good or better than what Buffalo Trace, Beam, or Jack can bottle at that same price point… Perhaps, some blind side-by-side taste comparisons by price point against your intended competitive shelf could be a great way to figure where you’re at?


And now, the news…

Issue #32

The New Rules for Performing in Today’s Adult Beverage Category

This is just the beginning of a deeper evolution—one driven not just by new competition but by new business and partnership models.

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Premium alcohol to be worth $1.7tn by 2032

In Future Market Insights’ report Premium Alcoholic Beverages Market Outlook (2022-2032), the category is expected to grow at a compound annual growth rate (CAGR) of 9.3% by 2032.

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Covid rebound sees Irish spirits exports jump 25% in 2021

Domestic sales increase 8% while Russia replaces UK as second largest market for Irish whiskey last year.

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Diageo Boosted by Drinkers’ Growing Thirst for High-End Spirits

The owner of Smirnoff vodka and Guinness beer said Thursday it hasn’t yet seen any signs that drinkers are trading down to cheaper brands, indicating that while consumers are pulling back in some areas they are still willing to pay for high-end alcohol.

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That’s the spirit: Meet the women forging careers in Irish whiskey

Since 2013, the number of distilleries on the island of Ireland has grown from four to 42.

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Revised Texas ABC advisory updates rules for unlicensed ecommerce businesses

There are four key takeaways: 1. There’s an increase of unlicensed third-party platforms, 2. The lines between manufacturers, retailers, and wholesalers (the three tiers) are blurring...

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Modesto-based Gallo Winery joins up with bourbon brand launched by retired Green Berets

E.&J. Gallo Winery has become the national distributor for Horse Soldier Bourbon, crafted in Kentucky by retired Green Berets and their partners.

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'Breaking the glass ceiling': More women working in the male-dominated distillery field

A 2020 study from the market research company MRI-Simmons shows more than a third of whiskey drinkers are now women.

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First Metaverse Spirit Proves Successful In Real World

Last September, one before even a drop of Wisher Vodka was sold in liquor stores or served at bars and restaurants, it became the first spirit launched in the Metaverse.

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TTB proposes American single malt definition

To be labelled as a US-made single malt, TTB proposes that the liquid must be distilled entirely at one American distillery, and must be mashed, distilled, and aged in the States. It must also be made of 100% malted barley, stored in an oak barrel of 700 litres or under, and be bottled at 40% ABV or higher.

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