OnTrend Concepts
Spirits Sales + Marketing Digest

December 14, 2022

Nick Cook, Publisher

Big week for craft spirits as ACSA & Park Street’s report on 2021 craft spirits has been published. Fascinating data looking at the state of the industry. Additional great reads about spirits marketing and some distiller’s takeaways on craft spirits sales tactics.


Pour some coffee, and let’s dig in!


And now, the news…

Issue #50

US craft spirits sales grow by 10.4%

By value, the sector reached US$7.5 billion in sales in 2021, rising by 12.2%.

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Craft Spirits Data Project

Here's the link to ACSA & Park Street's report.

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Why you should ignore your FOMO and decide on one core drinking occasion for your brand.

There is an eternal debate among drink brand owners: Should I base my drinks strategy on neat or cocktails?

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Distilled Spirits Council Issues Updated Code of Responsible Advertising and Marketing Practices

In each of the Commission’s intensive reviews of beverage alcohol advertising, the FTC has confirmed that spirits ads are directed to adults and that self-regulation through the industry Code is working.

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Uncle Nearest Green – How To Tell A Spirited Brand Story

This video investment is the cornerstone of her brand. It is eight minutes long but beautiful and poetically communicates what she felt as she learned about Uncle Nearest.

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Navigating the Non-Premise

With e-commerce growing, small distilleries have more ways than ever to get their bottles in boxes.

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Ultra-premium spirits succeed in US nightclubs

Across all spirits categories, the ultra-premium tier has experienced the highest volume growth across the US and the top three DMAs for nightclubs, compared with a year ago.

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Beverage M&A round-up, November 2022

More corporate interest in US whisk(e)y, another deal by Keurig Dr Pepper and a new, acquisitive spirits company grabbed the headlines in November.

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I started a distillery and spend a lot of time selling my spirits directly to consumers inside liquor stores. Here's what I've learned about how you buy booze.

"Right now, we're a wholesale-first company and 80% of our time is spent building our retail footprint, so our in-store tastings can account for 30-50% of our sales each month."

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Pernod plans $250m Jefferson’s Bourbon distillery

French drinks firm Pernod Ricard will build a US$250 million (€238m) American whiskey distillery for its Jefferson’s Bourbon brand.

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This Streaming Channel Monetizes With Shoppable Liquor Ads

Direct advertiser integrations within custom content help create a more cohesive ad experience for users on connected TV, said Nick Buzzell, CEO of NBTV and Spirits Network.

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Diageo to create sustainable bottles at scale

Johnnie Walker owner Diageo has teamed up with glass manufacturer Encirc to create the first net-zero glass bottles at scale.

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