OnTrend Concepts
Spirits Sales + Marketing Digest

October 11, 2022

Nick Cook, Publisher

M&A and consolidation is a focus in this week. Many of the larger spirits companies have become springboards for brands to blossom as opposed to conceiving and building that organic traction. If you are interested in eventually having your spirits brand acquired (which not everyone is), take a look at what brands have done to push themselves in a spot for acquisition.


Small sampling of recently acquired brands:

  1. Diplomático Rum
  2. Mr. Black Coffee Liqueur
  3. 21 Seeds Tequila
  4. Austin Cocktails



And now, the news…

Issue #42

CGA: spirits prices rise in US bars

Research has revealed that the average price of spirits in the US on-trade has seen a boost of 6% in the past 12 weeks, compared with the same period in 2021.

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Brown-Forman to buy Diplomático Rum

Brown-Forman has agreed to buy Venezuelan brand Diplomático, the world’s leading ultra-premium rum, for an undisclosed sum.

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Suntory Holdings ‘eyes Tequila, mezcal M&A’

Suntory Holdings reportedly wants to buy high-end Tequila or mezcal brands to tap into US demand for more upmarket spirits.

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Berlin Packaging acquires Discoglass

Hybrid packaging supplier Berlin Packaging has completed its ninth acquisition this year with the purchase of Discoglass.

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Why you should stop looking for an importer and start looking for the right bar, instead

Start from the right bar for your brand, not from whom you think is the right importer.

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ReserveBar Introduces On-Demand Delivery

Their new site now offers many exciting new features including same-day delivery in addition to shipping, scheduled delivery, expanded content and customer reviews, improved merchandising, and video messaging for gift-giving.

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Do Spirits Need to Be Better Marketed to Women? Future 40 Tastemaker Dr. Nicola Nice Gets Real

With a background in consumer insights and branding, Dr. Nice founded botanical gin and liqueur brand Pomp and Whimsy in 2016 when her research suggested women were not taken seriously as consumers of spirits.

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Pennsylvania's gross wine and spirits sales top $3 billion for first time

Pennsylvania's gross wine and spirits sales for the fiscal year topped $3 billion for the first time.

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How liquor brands are shrugging off the family-run ethos to better diversify their workforces

“We see diversity as something that is absolutely critical to the future success of our business,” says Mike McGrew, chief communications, CSR (corporate social responsibility), and diversity officer at Constellation.

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Spirit-Based Ready-To-Drink Products Will Pull $11.6 Billion In Growth Over The Next Five Years

A new report from the IWSR, a global leader in beverage alcohol data and analysis, notes that the category value will increase by an additional $11.6 billion over the next five years.

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Macallan 81YO fetches £300,000 at auction

The previous oldest whisky sold at auction fetched £142,000 (US$157,291), the Decanter #1 of Gordon & Macphail Generations 80-Years-Old, in October 2021 at Sotheby’s in Hong Kong.

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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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