This past year has been tricky to navigate for all levels of the beverage alcohol industry. A number of headwinds have pressured sales while complicating the business environment.
Consumer behavior has shifted, especially among younger LDA customers, who increasingly drink less alcohol. Conscious of both their health and their wallets — and coming of age during the Covid lockdowns and sweeping marijuana legalization — Gen Z generically prefers to stay home and consume cannabis. This is a significant change from Baby Boomers, who love wine and spirits, and Millennials, who reach for whiskey and craft beer. Gen Z buying habits have benefitted no- and low-alc and THC beverages, at the cost of the rest of the alcohol industry.
Elsewhere, post-Covid inflation has cooled down, but persists in our shaky economy, where many consumers still feel the pinch. The on-and-off threat of tariffs and trade wars from the new presidential administration has created additional uncertainty in the market.
Another hangover from the pandemic was product buildup at distributors and liquor stores. As the Covid-era buying spree slowed down among consumers, cases accumulated at the middle and retail tiers. This has been another drag on the industry.
Altogether the result was rough sledding for many spirits brands in 2024. That makes our Growth Brands Awards winners for this round even more impressive. They were able to increase growth during a time that saw many of their peers slide in the opposite direction. We applaud all of our winners for their remarkable achievements. Here’s what worked in 2024.
Determining the Winners
The Beverage Information Group determined this year’s winners using the following criteria, based on brands’ projected case sales for the 2024 calendar year.
• Rising Stars are less than five years old and have grown each year of their existence, reaching at least 20,000 9-liter cases in 2024.
• Fast Track Brands are at least five years old and have exceeded 100,000 9-liter cases sold in 2024, averaging double-digit growth over the past three years.
• Established Growth Brands are top sellers in their category, at least five years old and moving a minimum of 250,000 9-liter cases in 2024. They have also shown growth in sales over each of the past three years.
• Comeback Brands are previous winners that have rebounded in sales to at least their previous level, following a recent decline.
Premiumization Remains Key
As consumers drink less but better, they increasingly reach for limited releases and rarer offerings. That is why so many brands have expanded their premium bottlings.
For instance: Multiple-Growth Brand award winner Woodford Reserve. Having already struck gold with their Double Oaked bottle in years past, the distillery in 2024 leaned even further into what was already working.
“Double Double Oaked is our most exciting innovation this year,” says Elizabeth McCall, Woodford Reserve master distiller. “This handcrafted double-barreled bourbon has a deep richness, unlike any other American whiskey on the market or anything you’ve tasted from Woodford Reserve. Resting five to seven years in the first barrel, then up to two years in a second barrel handcrafted specifically to pull out extraordinary flavor notes, this whiskey has unexpected, complex and robust flavors normally found in whiskies many years older.”
“It was previously only available at our distillery, and it sold out in hours of hitting shelves,” she adds. “It’s our most coveted bottled and now it’s available nationally.”
It’s that kind of upscale lifestyle product that many customers look for as they continue to view alcohol as an affordable luxury. Savvy brands have leaned into this consumer attitude.
In 2025, Fast Track winner Empress Gin kicked off a new marketing campaign called “Make Life Extraordinary.” “The captivating campaign debuted on March 2 during the prestigious Academy Awards television broadcast, and dramatizes how Empress 1908 Gin can elevate and transform any moment,” says Eric Dopkins, founder and CEO of Milestone Brands. “The cinematic spot starts in black and white still frames, and then transitions to stunning full motion and full color visuals as a bartender pours Empress Gin and makes the occasion extraordinary.”
“The commercial will continue to air throughout the year on television, streaming and digital and will also include print, out-of-home, and point-of-sale executions,” Dopkins adds.
Of course, these premium products don’t even have to be new liquids. Upscale packaging works as well, especially when there are cultural and/or celebrity tie-ins.
“Featuring the same tequila people know and love, Don Julio debuted the 1942 Year of the Snake Edition, which featured a custom illustration merging the Chinese Zodiac snake and the Aztec feathered serpent,” says Karen Harris, vice president of tequila, Don Julio, Diageo. “The year of the snake represents transformation, and this limited-edition bottle provided the perfect opportunity for people to transform and elevate their Lunar New Year celebrations, bringing family and friends together to celebrate.”
“Most recently, Tequila Don Julio announced its first-ever global collaboration for 1942 in partnership with world-renowned DJ, producer and culture powerhouse Peggy Gou with the launch of Tequila Don Julio 194구,” she adds. “Featuring the same ultra-premium tequila in an exclusive bottle designed in collaboration with Peggy, the limited-edition bottle stands as the ultimate statement piece, pushing the boundaries of artistry and craftsmanship while perfectly embodying her signature aesthetic: a blend of high-end fashion and cutting–edge street style. Peggy has long been in the Tequila Don Julio family, making this the perfect partnership that speaks to both Don Julio’s deep roots in nightlife and our shared love for Mexican culture and celebration.”
Premiumization remains key across all tequila brands.
“Lunazul is launching a premium brand family called the Primero Collection, which will include a Plata, Reposado and our current Cristalino and smoked Humoso Tequila,” says Brittany Wenig, senior brand manager for this Heaven Hill brand that won a Fast Track award. “This is intended to support the Lunazul consumer as they continue to explore premium tequilas and keep them within the family.”
New Flavors, Innovations
A common theme among this year’s Growth Brands Awards winners, as usual, is a focus on innovation. With consumers eager to explore and try new products, presenting people with new options is often a winning strategy.
Smart companies have tied this initiative into their visitor experience as alcohol tourism continues to boom.
“We are constantly innovating to make sure that visitors to our four distilleries always have something new to discover,” says Robert Hall, CEO of Ole Smoky, which took home two Growth Brands Awards in 2025. “On average, we’re launching one to two new flavors every month. In 2024 this continued with a range of new products introduced as distillery exclusives including: Sweet Tea Whiskey, Espresso Martini Whiskey, Sugar Maple Whiskey, Rocky Road Cream Whiskey, Coconut Moonshine and Lemon Cream Pie Moonshine.”
This is a solid way to hedge against uncertain times.
“While Ole Smoky hasn’t been immune from the broader headwinds within the industry, we were fortunate to have success with a number of our product lines last year,” Hall says. “One of our unique advantages with regards to innovation is our ability to test products out on the more than 5 million visitors we have to our distilleries on an annual basis. We like to think of our four locations as the best test market in the country. Because we’re able to sample new products to so many consumers, we can launch new flavors into the wholesale market with a high degree of confidence that they will be successful. In fact, we receive many calls from our distributors requesting us to expand products that have been successful in our locations. This was the case with [Rising Star winner] Mint Chocolate Chip Cream Whiskey, which has consistently been a visitor favorite in our distillery locations and has gone on to do very well in the wholesale market.”
Elsewhere among Growth Brands awards winners, Empress Gin launched Empress Cucumber Lemon Gin in spring 2024. This featured “a third blend of botanicals emphasizing garden fresh cucumber and bright citrus in the flavor profile,” explains Dopkins. “Empress Cucumber Lemon has done very well in its first year in market, and is best enjoyed in a classic gimlet or with tonic for a refreshing and delightful cocktail.”
This is in addition to the flagship Empress Indigo product, as well as another successful new flavor roll out in recent time:
“Empress Elderflower Rose Gin, an expression with its own unique blend of botanicals featuring elderflower and rose and a deep red color, was launched in the fall of 2023 and continues to perform very well, perfect in cocktails like the Negroni Rosa, made with Empress Elderflower Rose, dry vermouth, and Victoria Bitter Bianca,” says Dopkins.
Rising Star award winner Midnight Moon Moonshakes also captured growth through offering different flavor options.
“Our three top-selling flavors — Cookies & Cream, Chocolate Brownie, and Peanut Butter Cup — led the charge, while every flavor in our lineup, including fall favorite Apple Pie, contributed to the momentum,” says Gina Huss, SVP national sales and marketing at Piedmont Distillers. “Each Moonshake delivers rich, nostalgic flavors with a bold moonshine kick, setting us apart from other cream liqueurs. From the classic milkshake-inspired Cookies & Cream to the warm, fudgy goodness of Chocolate Brownie, the perfect blend of peanut butter and chocolate in Peanut Butter Cup, and the comforting taste of Grandma’s freshly baked Apple Pie, each flavor sparked excitement and drove repeat purchases. Our ability to blend nostalgic flavors with bold moonshine innovation has created a desert-like indulgence that resonates with both moonshine lovers and cream liqueur fans alike.”
Midnight Moon Moonshakes plans to continue this successful strategy.
“Our latest innovation, vanilla, is inspired by the world’s most beloved milkshake and ice cream flavor,” says Huss. “As the number-one ice cream flavor, Vanilla was the perfect choice for the Moonshake lineup, delivering the nostalgic sweetness and creamy indulgence our fans crave. Though it seems vanilla, it’s not. Midnight Moon Vanilla Moonshake is the only vanilla moonshine cream liqueur — smooth, rich, and anything but ordinary. It’s a must-have for crafting classic cream cocktails or mixing up something unexpected.”
Premium whiskey brands like Woodford Reserve have taken note of this consumer taste in exploration by offering multiple limited-edition offerings every year.
“Our special offerings (the distillery series, the Master’s Collection, Batch Proof) also drive sales,” says McCall. “People love something new – and we offer several new products each year.”
Sometimes the new flavor innovations aren’t limited editions but innovative line extensions intended to bring in a broader consumer base. For instance: Heaven Hill’s Rising Star, Widow Jane.
“Flavor is our north star, and Baby Jane Bourbon — launched last year — embodies that philosophy,” says Jamie Van Haren, associate director, luxury whiskey brands, for Heaven Hill. “Made with our proprietary heirloom corn, also named ‘Baby Jane’, this bourbon brings a bold, creamy spice and unexpected depth. Priced accessibly at $50, Baby Jane found its way into cocktail programs and home bars alike, redefining what a high-quality sipping bourbon can be.”
That said, Widow Jane has also found much success with sought-after, limited-edition top-shelf bottles.
“In the fall, we’ll release our highly anticipated limited editions,” Van Haren says. These include: “Decadence, a rich, indulgent bourbon finished in maple syrup barrels, and The Vaults 2025, a 15-year-old bourbon finished in a new, carefully chosen wood cask, unique to this year’s release. Both will launch in September in limited quantities nationwide, continuing our tradition of delivering rare and collectible offerings for true whiskey lovers.”
Social Media and Beyond
Social media sites like Instagram, TikTok and Facebook remain critical components of any brand’s business plan. More and more, these sites are where consumers first learn about and then interact with the products they buy and love. It’s no surprise that many Growth Brands Spirits awards winners maintained robust social media presences in 2024.
“We stepped-up Broken Shed’s social media presence on all platforms,” says Jean-Marie Heins, CMO for Rising Star winner, Broken Shed Vodka. “We implemented social media campaigns to support some of our retailers and on-premise accounts this year by working with local micro-influencers to raise brand awareness.”
The best social media makes connections between the digital and real worlds, highlighting how consumers can engage with the brands in real life.
“We’ve continued to create stunning creative work, and in 2024 we amplified that work across more channels than ever before, including television and streaming, digital and social media,” says Dopkins of Empress Gin. “The creative has been supported with partnerships and event activations from the signature ‘Light the Beam’ cocktail with the Sacramento Kings, to Art Basel and New York Fashion Week designed to drive trial and immerse consumers in the distinctive and sophisticated world of Empress Gin.”
Fats Track Award-winner Don Julio saw gains through “an unexpected partnership with Popeyes through a first-of-its-kind menu, an immersive experience in New Orleans, talent partners and in-person activations at Popeyes locations around the country,” says Harris
This led to successful social media strategies built around the most recent Super Bowl, which took place in New Orleans.
“As the Official Tequila of the Big Game, we broke category norms with an unexpected yet buzzworthy collaboration,” Harris explains. “Through our partnership with Popeyes, we created a viral moment on social media and online by launching the Championship Lineup Menu inspired by the host city of the Big Game, New Orleans. This first-of-its-kind spirits and culinary fusion menu combined the rich heritage of Popeyes’ Louisiana-style cooking with the bold flavors of Tequila Don Julio Reposado, making an iconic tribute to craftsmanship and iconic celebrations.”
This is quintessential social media strategy in 2025: converting real-world moments into consumable digital material.
“To tap into the celebratory nature of the Big Game, and spotlight our beloved Tequila Don Julio 1942 variant which has become synonymous with celebration, we enlisted DJs John Summit and Dom Dolla to take over Bourbon Street with a public performance,” Harris says. “Brand fans, Big Game viewers and music lovers flooded the streets to experience the 30-minute set, which later took over social media and made headlines. Between the brand’s partnership with Popeyes and our spontaneous pop-up on Bourbon Street, we remained top of mind during one of the biggest cultural moments of the year.”
Don Julio also ran impactful live and online programming around the 2024 Oscars, again marketing in the real and digital worlds simultaneously.
“These moments aren’t just about visibility, they also allow us to connect with LDA+ consumers in relevant and meaningful ways,” Harris says. “In fact, Don Julio saw net sales grow 62% in the last six months of 2024, driven by the brand’s ability to authentically show up in culture and meet consumers where they are.”
“We’re making a strategic, focused effort to seamlessly integrate our cultural programming into how we engage both on and off premise,” she adds. “This means ensuring that every major cultural moment not only drives brand awareness and buzz, but also syncs up with our presence in both retail and on-premise environments directly at point of sale.”
Heaven Hill’s Elijah Craig, which won an Established Growth Brand in 2025 (no easy task!), found success online and with real-world events.
“A multi-channel approach helped elevate consumer engagement and visibility,” says Max Stefka, AVP, global whiskey brands. “Strategic investment in linear and connected TV drove top-of-funnel awareness. The 5th annual Old Fashioned Week was a major moment, with over 10,000 bars and restaurants nationwide showcasing Elijah Craig Old Fashioned riffs during the third week of October. High-impact partnerships with the PGA of America and PGA Tour players extended our reach to golf fans and lifestyle consumers alike.”
Midnight Moon Moonshakes also blended real-life and digital assets.
“To capture consumer attention, we embraced the nostalgic charm of the classic diner, infusing our retail displays and digital presence with bold teal and red contrasts,” says Huss. “This high-visibility approach translated into standout retail displays, engaging social media campaigns, and strategic digital advertising. Our marketing strategy brought Moonshakes to life in store and online, sparking curiosity and conversation. Adding to the excitement, our irresistible 50-ml. mini-mason jar trial size that is also driving strong consumer engagement and pull-through.”
Gains in Smaller Packaging
As Midnight Moon Moonshakes alluded to, an emerging trend has been the uptick in sales for smaller packaging sizes. This reflects the consumer urge for experimentation — buying in sample-size bottles to try before investing in a bigger purchase — as well as customers looking to cut back on costs. Many brands have taken notice.
“Ole Smoky expanded with new sizes of some our most popular moonshine and whiskey flavors in the wholesale market,” says Hall, “including a new 50-ml. size of Strawberry Moonshine, Mint Chocolate Chip Cream Whiskey and Cookies and Cream Whiskey.”
Other brands have positioned themselves accordingly.
“We’ve enhanced our label this past year but the big news for 2025 will be the launch of a 375-ml.,” says Heins of Broken shed, “specifically to drive trial and repeat purchase with conversion to the 750-ml. size.”
Tequila has seen a similar trend take hold.
“Don Julio 1942 introduced both new formats and limited-edition designs last year, serving as a vehicle to recruit new consumers and offering this iconic celebratory spirit in formats for even more moments of celebration,” Harris says. “The iconic 1942 bottle hit shelves in new size formats – 375-ml. and 50-ml. After first teasing the bottles at the 96th Academy Awards, consumers can now find the same beautiful, beloved bottle in smaller sizes, making it easier than ever to raise a toast at celebrations big and small.”
What’s Next for Spirits?
As we head into what is shaping up to be another challenging business year, many brands seem to be doubling down on what is already working, like premiumization and flavor expansion. As mentioned previously, another trend from recent time that will likely remain strong in 2025 is the rise of alcohol tourism. Distilleries have become popular destinations for travelers. Savvy brands like Ole Smoky have tapped into this trend with sizeable and multiple visitor centers to check out.
“We’re working hard to prepare for the opening of our fifth distillery location in Myrtle Beach, South Carolina in 2026,” says Hall. “We’re looking forward to welcoming millions of new visitors to this exciting, coastal destination who haven’t yet had a chance to visit one of our Tennessee distilleries.”
While it may seem like a saturated trend these days, celebrity brands and endorsements will also likely remain important in the coming year.
“In addition to new products, we’re continuing to support the brand with a 360-degree marketing campaign celebrating National Moonshine Week in June, building on our partnership with [NFL legend and media personality] Jason Kelce, and the continued tradition of giving back to the community with a number of local charity partnerships in 2025,” says Hall. No matter what headwinds emerge in the market this coming year, savvy, adaptable brands like our 2024 award winners will finds ways to navigate challenges and come out ahead.
Feature photo by Obi on Unsplash.
Kyle Swartz is editor of Beverage Dynamics. Reach him at kswartz@epgmediallc.com. Read his recent piece, 8 Beverage Alcohol Trends in 2025.
