OnTrend Concepts
Spirits Sales + Marketing Digest

August 9, 2022

Nick Cook, Publisher

Great stories this week. Two main thoughts.


  1. More people are choosing to drink at home despite the fact that COVID restrictions have drastically decreased. However, it’s essential that brands have a high-quality experience with the brand and now more and more focus will be on ecommerce and brand awareness on social media. Reflection questions: what is my digital strategy? how am I getting in front of new eyeballs? what’s my POS marketing spend/plan?
  2. Exporting is expensive, you don’t have a sales team oversees, you don’t know the culture… but, could it be worth the investment? India is following the premiumization trend and they are also drinking more and more. I get it, it’s “out there”, but maybe a big splash in a “new” market could provide the leverage your brand needs to grow?


Enough of my thoughts, enjoy the stories below!


And now, the news…

Issue #33

What is the world’s most valuable spirit brand?

The top brand leveraged its mobile application, which has more than 10 million users for online payments and e-commerce fulfilment.

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More Americans Are Choosing to Drink Alcohol At Home

Interesting in the post-COVID world and how to leverage your brands off-premise experience.

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Why Tequila Sales Are Expected to Nearly Double Over the Next Decade

There’s a good reason that celebs, entrepreneurs and finance bros have latched onto this spirits category—it shows no signs of slowing down.

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Bourbon Industry Bands Together to Help Kentucky Flood Victims

The Kentucky Distillers’ Association has teamed up with the Bourbon Crusaders and bourbon expert Fred Minnick to host the Kentucky Bourbon Benefit, an online auction featuring exclusive private barrel experiences, rare and vintage spirits, and unique tasting and tourism offerings to help Kentucky flood victims.

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George Clooney’s Casamigos named fastest-growing spirits brand in 2022

According to Brand Finance’s report, Casamigos has capitalised on Tequila’s surging popularity around the world, and indeed outstripped its competition in terms of growth, doubling its sales this year.

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We talked to Eva Longoria during a surprise visit to Houston promoting her tequila brand

The actress behind Casa del Sol shares her passion for the brand with local reporters.

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B.C. drinkers shift to spirits, away from beer and wine

British Columbians this spring have shifted away from drinking beer, wine and coolers, in favour of hard alcohol, according to new data from the British Columbia Liquor Distribution Branch (BCLDB.)

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Distillers upbeat about prospects for premium spirits in India

With more money, “Indians are drinking better but, unlike in the West, [also] drinking more,” Ruchika Gupta, the marketing director of Beam Suntory’s operations in India, tells Just Drinks.

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Craft Spirit Industry on the Rise

The craft spirit industry is on the rise in California, including the Sacramento region, where new brands and distilleries have popped up in the past several years.

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