OnTrend Concepts
Spirits Sales + Marketing Digest

September 20, 2022

Nick Cook, Publisher

Blue-green agave plants add bursts of color in the rust-colored deserts of the American southwest. Sotol plants with the tall, flowered stems flourish in the northern Chihuahuan landscape. And these could be the future challengers to tequila. As the blue Weber agave crops are quickly not able to meet the future tequila demand of las destilerias, innovative artisans look ahead to an evolving consumer. Read more inside.



  1. Alternative spirits could challenge tequila
  2. Marketing strategy: small brands vs big brands
  3. American-made challenger to Mexican tequila


And now, the news…

Issue #39

3 steps to improve how you spend your time and money, building your drinks brand

If big brands are doing it and they are successful in the market, it means it works, right? No, it’s not that simple.

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Alternative agave spirits could challenge Tequila

Demand for Tequila has resulted in agave shortages, higher production costs and ‘external threats’ such as alternative agave spirits from Mexico, Australia, the US, and other countries, the IWSR warned.

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TTB Newsletter for September 16, 2022

Introducing TTB Boot Camp for Distillers Webinar Series

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Why you should create brand demand before your team can capture it. A 4-step guide

Basic truth: if your spirits brand lacks demand, it’s useless to build up a sales team that nobody wants to speak with...

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The Mexican Liquor Boom Is About to Get an American Boost

Take the case of sotol, which is produced from an agave-like plant from the genus Dasylirion, a clear spirit like tequila and mezcal, it tastes more botanical, with flowery notes you’d expect in a quality gin.

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Report Finds Significant Market Growth in Spirits-Based Ready-to-Drink Category

“What’s clear from our research is that when it comes to RTD beverages, the majority of alcohol consumers prefer those that are spirits-based,” said Robert Blizzard, partner at Public Opinion Strategies.

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Is tequila's future under threat?

As well as rising agave prices, brand owners are also dealing with inflationary pressures linked to pandemic-related issues, including the sourcing and cost of packaging, labour shortages and shipping issues – all of which put pressure on pricing and margins.

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Speakeasy Co. Announces Launch of Au Vodka in the US

They are now the most followed spirits brand on TikTok.

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How does a liquor CEO do his job? Undercover barhopping

These stealth visits to drinking holes are part of the CEO’s common-sense approach to expanding the 217-year-old business.

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Whisky Boom Stresses Remote Scottish Island

Islay’s famous Scotch is expanding fast, but residents say the growth is unsustainable

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