As with the rest of the industry, control states and their supplier partners faced a number of issues in the past year. Inflation and economic uncertainty remain, especially with the fallout from tariffs and trade wars. Shifting consumer preferences have seen younger consumers swap out alcohol for cannabis and no-/low-ABV alternatives. And post-Covid overstocking at the middle and retail tiers created its own host of problems.
In other words, there are always challenges aplenty in the beverage alcohol industry. Leadership always requires navigation through tricky waters. Meeting this challenge is made easier through communication and collaboration with industry peers.
During the year, the NABCA Board of Directors meets with the advisory committee — a group of beverage alcohol supplier executives — to address new and ongoing issues facing the control state system. StateWays annually invites these committee members to share their accomplishments, challenges and initiatives from the past year.
The theme for Chair Becky Schlauch this past year has been: “Forward Together, Stronger Tomorrow.” We urged committee members to write about how they have worked to achieve that goal.
Raj Kandyil
Pernod Ricard USA, Division Vice President, Control States
Forward Together, Stronger Tomorrow
As an employee of Pernod Ricard USA, I have the privilege of working for a company that is truly committed to building a better future, both for its people and for the world at large. The phrase “Forward Together, Stronger Tomorrow” is aligned with guiding principles that shape everything we do. It encapsulates the company’s spirit of innovation, collaboration and sustainability, which are driving forces behind its continued growth and success.
Innovation: Leading the Way to a Brighter Future
At Pernod Ricard USA, innovation isn’t just about creating new products; it’s about anticipating the needs and desires of tomorrow’s consumers. We’re constantly pushing boundaries to meet the evolving tastes and expectations of our customers. Whether it’s experimenting with new flavors, developing unique limited-edition releases or venturing into new areas like craft cocktails, innovation is at the heart of our business.
Moreover, innovation at Pernod Ricard USA extends beyond product creation to the way the company engages with consumers. The rise of digital platforms and e-commerce has fundamentally changed the way people discover, purchase and experience alcoholic beverages. Pernod Ricard USA has embraced this shift by leveraging digital tools and platforms to enhance its marketing and consumer engagement efforts. Through social media, influencer partnerships and innovative experiences, we are ensuring our brands are not only seen but are able to connect with the next generation of LDA consumers in meaningful and interactive ways.
Sustainability: A Commitment to Tomorrow
The theme of “Stronger Tomorrow” resonates strongly within the context of Pernod Ricard USA’s sustainability initiatives. I am proud to work for a company that is so dedicated to reducing its environmental footprint. It’s not just about what we do today, but how we’re ensuring that we leave the planet in a better state for future generations. Every day, I see our teams working tirelessly to minimize waste, improve energy efficiency and reduce carbon emissions throughout our production processes.
One example that stands out to me is our commitment to sustainable sourcing. The ingredients that go into our spirits are sourced with the utmost care for the environment and local communities. Whether it’s ensuring the grains used in our whiskey production are sustainably farmed or working closely with farmers to promote responsible practices, our company understands the importance of protecting the planet while creating high-quality products.
Collaboration: The Strength of Unity
Another key element of the “Forward Together” theme is the emphasis on collaboration, both within the company and with our external partners. I’ve had the opportunity to work alongside people from different teams, each with their own unique expertise, but all working toward the same common goal. Whether it’s collaborating with our marketing team to launch a new product or working with our supply chain partners to improve efficiency, teamwork is at the heart of everything we do.
At Pernod we understand that success is not just about what happens within the organization but also about how it works with partners, customers, and stakeholders to achieve common goals. Pernod Ricard USA fosters strong relationships with its distributors, retailers and other business partners to ensure its products reach consumers effectively and efficiently. From strategic marketing initiatives to offering tailored support, the collaborative approach Pernod Ricard USA takes with its partners is key to its continued growth and success.
Looking Ahead: Stronger Together, Stronger Tomorrow
As I reflect on my time with Pernod Ricard USA, I am inspired by the company’s vision and its commitment to making a meaningful impact on both the industry and the world. I am excited to be a part of the journey.
Jacqueline Jacobs
High West, Director of Brand Marketing
Forward Together, Stronger Tomorrow: High West’s Commitment to Protecting the West
At High West Distillery, we believe in the power of place. Our roots run deep in the American West, a region that has shaped our identity and craft. Nestled in the Wasatch Range near Park City, UT, this is where we live, distill our award-winning whiskey and welcome guests to experience our home.
But the land that has long inspired us is facing unprecedented challenges. Wildfires are growing more destructive and persistent, winters are becoming shorter and less snow-filled and wildlife habitats are disappearing at an alarming rate. As we reflect on the past year, one theme remains clear: Forward Together, Stronger Tomorrow.
In 2022, High West launched the Protect the West initiative, a three-year, $1 million commitment to organizations dedicated to preserving the beauty and integrity of the West. Our initiative focuses on three critical areas: fighting wildfires, protecting winters and conserving wildlands. We’ve seen firsthand the devastating effects of climate change: rising temperatures, prolonged droughts, drier forests and diminishing snowpacks. These challenges threaten the landscapes we cherish, so we’ve taken action to protect the places that inspire our work and define our way of life.
Through Protect the West, we’ve partnered with organizations that share our commitment to conservation and preservation. The Wildland Firefighter Foundation is dedicated to helping the families of firefighters killed in the line of duty and to assisting injured firefighters and their families. Protect Our Winters (POW) is a community of athletes, scientists, creatives and business leaders advancing non-partisan policies to protect our outdoor playgrounds from climate change. Meanwhile, American Prairie is working to create the largest nature reserve in the contiguous United States by purchasing critical habitat that connects a vast network of existing public lands for wildlife conservation and public access.
Protecting the West demands collective action and widespread awareness. To amplify our message and engage more people in the cause, we tapped Olympic snowboarding legend Shaun White. A lifelong advocate for winter sports and environmental conservation, Shaun shares our passion for protecting the land that has shaped his career. His involvement has helped us expand the Protect the West initiative message, inspiring more people to recognize the importance of preserving the landscapes they love. When we come together, we can make a real, lasting impact.
For us, the West is more than just a place, it’s a way of life. Beyond its scenic beauty, it fosters a deep connection between people and nature, and that’s something worth fighting for. Our ongoing donations, advocacy efforts and sustainability initiatives reflect our unwavering commitment to ensuring these lands remain protected and accessible for generations to come.
In the spirit of Forward Together, Stronger Tomorrow, we recognize that conservation and preservation is an ongoing journey, one that requires continued collaboration, innovation and dedication. Big or small, every action matters, and we take pride in walking the walk to keep the West wild. As we enter this next phase of the Protect the West initiative, we hope to reach more people, donate to more causes and inspire a deeper commitment to protecting these lands. We invite you to raise a glass of High West whiskey, whether in the mountains, by the coast or around a campfire, and celebrate not only the land that inspires our craft but also the collective effort to protect it. Together, we move forward, stronger, for tomorrow.
Jacob Sabel
Heaven Hill Brands, Vice President – Strategic Partnerships
Forward Together, Stronger Tomorrow: A Commitment to Thriving Together
As we look ahead to another year of collaboration within the National Alcohol Beverage Control Association (NABCA), I want to express deep gratitude to Becky Schlauch for her leadership and dedication. Becky’s contributions have strengthened the control state landscape, and I extend my congratulations to Kathie Durbin as Chair-Elect. Her experience and commitment will help drive continued progress.
At Heaven Hill Brands, we recognize the vital role of the control state system in ensuring a responsible and dynamic industry. As the third-largest supplier in the system, we remain dedicated to meaningful partnerships built on collaboration, shared success and innovation.
Celebrating 90 Years: Thriving Together
This year’s NABCA theme, Forward Together, Stronger Tomorrow, aligns with a milestone for Heaven Hill — our 90th anniversary. As we celebrate our history, we embrace a forward-focused approach: Thriving Together. These themes reflect our appreciation for the partnerships that have shaped us and will propel us into the future.
Founded in 1935 with no existing whiskey stocks, we have grown into the second-largest holder of aging American whiskey. This milestone comes with a renewed corporate identity, strengthened infrastructure and a bold vision for continued growth.
Our expansion reflects this commitment. This summer, we will open our new corporate offices to support future growth and celebrate the return of distilling to Bardstown with the new Heaven Hill Springs Distillery. This state-of-the-art facility reaffirms our dedication to the industry and the community where our journey began.
Family Leadership & Innovation
Family remains at our core. Under Co-Presidents Kate and Allan Latts and Executive Chairman Max Shapira, we prioritize strategic investments, thoughtful innovation and adaptability to evolving consumer preferences.
Innovation is key to maintaining our competitive edge within our award-winning portfolio. This year, we proudly received World’s Best Bourbon for Old Fitzgerald Very Very Special (VVS) 2024 Edition and Best American Rye for the newly introduced Heaven Hill Grain to Glass Kentucky Straight Rye Whiskey at the Whisky Magazine Icons of Whisky Awards.
Beyond bourbon, we continue to meet evolving consumer demand with exciting new offerings. Deep Eddy Pineapple Vodka, crafted with real fruit juice, delivers a refreshing balance of tropical sweetness and smooth vodka character. Black Velvet Canadian Blackberry builds on the legacy of one of Canada’s most beloved whiskies, infusing ripe blackberry notes into its signature smooth profile. Meanwhile, Old Fitzgerald 7yr Bottled-in-Bond Bourbon Whiskey continues to showcase our time-honored craftsmanship, offering a rich, complex flavor profile that bourbon enthusiasts seek. These innovations reinforce our commitment to quality while expanding our portfolio to engage a broader range of consumers.
Strategic Partnerships & Growth
Our partnerships continue to elevate our brand and engage consumers. The alignment between Elijah Craig and the PGA, particularly through the Ryder Cup, showcases the synergy between premium bourbon and professional golf. Similarly, Evan Williams’ partnership with college athletics connects our brand with an engaged audience.
Expanding in the Agave Segment
The tequila category is one of the fastest-growing in the industry, and we remain committed to this dynamic space. Tequila Ocho continues to set the standard for craftsmanship, while Lunazul Tequila holds its position as the #1 100% agave tequila in Control States. As demand rises, we will continue delivering exceptional products that resonate with today’s consumers.
A Future Built on Partnership
Looking ahead, our focus remains on strengthening relationships within the Control State system and driving innovation that aligns with shared goals. At Heaven Hill, we believe that by working together, we can build a stronger future — one that benefits consumers, partners and the industry as a whole.
We are excited for the opportunities ahead and look forward to another year of collaboration, growth and shared success. Together, we thrive.
Sean Noble
Campari, General Sales Manager Control States
Chairwoman Becky Schlauch has declared that her theme this year is “Forward Together, Stronger Tomorrow.” I couldn’t agree more with this concept. Our industry is built on relationships; working together strengthens our foundation, and prosperity follows.
Joining forces to solve supply chain issues, adjust to new client behaviors and generate new ideas has proven successful in this business. The more collaboration between distillers, brokers, state bailment warehouses and hospitality organizations, the more growth tends to result.
Partnerships benefit both big brands and small distilleries. Larger corporations can distribute their products more widely, while smaller producers are more inventive and connected to their communities. Sharing information and access to new markets helps the firm thrive for everyone.
New ideas and technology are revolutionizing the beverage industry, resulting in traditional relationships taking innovative forms. AI-powered data predicts what people will buy, and blockchain technology verifies products in the digital future. Distilleries increasingly use this data to improve goods, streamline supply lines and tailor customer experiences. Progress today also involves the electronic format; companies that invest in virtual tastings, digital advertising and social media communications to their consumers will lead to industry growth.
Businesses are also looking for sustainability, which is critical for a brighter future. People are more conscious than ever of how their purchases influence the environment, so the spirits industry must respond. Many distilleries lead the way by employing renewable energy, reducing water waste and using carbon-free production processes. Regenerative agriculture and organic farming are also becoming more common. Every action must be sustainable, from choosing eco-friendly packaging to responsibly sourcing raw materials. All these efforts require outsourcing and cultivating new partnerships.
Using sustainable packaging, including biodegradable bottles, recycle systems and less plastic, also helps to “green up” the industry. Brands that support these activities will improve the planet and strengthen relationships with environmentally conscious customers. At Campari, we pursue sustainable development through responsible resource use and environmental impact minimization. With our new Global Environmental Strategy, we set ambitious targets and aim for net-zero emissions by 2050 or sooner. We also recognize that climate change is one of the biggest threats to the planet and support the Paris Agreement’s 1.5°C global temperature limit.
Moving forward together requires promoting a diverse and inclusive business. Representation is crucial in management, leadership, production and marketing. The spirits industry must continue to break down barriers by providing a voice to the voiceless, investing in diverse talent and giving everyone a chance.
Let’s not forget the vital role community involvement plays. The sector may make a lasting impact through small-farmer partnerships, local economy support and social projects. Today, people want brands that do good, and genuine community work develops trust and affection.
Tomorrow will be stronger. Everyone must agree on the drinks industry’s path forward. The industry will survive and prosper if individuals collaborate, accept new ideas, prioritize sustainability and support inclusion. Brands will overcome future challenges with the same vigor and ingenuity that have made them famous for centuries.
We’re establishing an industry around excellent drinks, strong connections, responsible growth and greatness. Moving forward together improves tomorrow.
Brooke Rodriguez
Bacardi, General Manager, Commercial Operations Control States
“Forward Together, Stronger Tomorrow”
When I think about the future, I can’t help looking to the past for inspiration. As a family-owned company for seven generations, Bacardi has certainly faced moments of uncertainty.
When our Founder, Don Facundo, first dreamt of revolutionizing spirits, he didn’t succeed overnight. It took him 10 years to perfect the formula of Bacardi rum. Once his business launched, the challenges continued. It took surviving natural disasters, Prohibition, forced exile from the company’s homeland of Cuba and rebuilding in foreign lands, sometimes with just the clothes of their backs. The family was able to overcome moments that could have destroyed many businesses and many spirits.
When I reflect on the stories of the generations before me, it’s clear how much power there is in the history of coming together during the hardest times. Those struggles weren’t just obstacles; they were the moments that tested us, shaped us and gave us the belief that we could overcome everything.
It’s that belief that inspires a culture centered on people, even 163 years after the Bacardi story began. That commitment to fostering togetherness and a winning culture has earned us 90% employee pride, according to our most recent internal survey. Externally, we’ve been named by Forbes among the “World’s Best Employers” coming in at #2 in our category. We also made the Forbes “Top Companies for Women” for a third year in a row and were the only pure spirits player on the most recent list.
We are honored to be included and know that it doesn’t happen overnight. It’s a reflection of our collective efforts to create an environment where top talent can thrive. As a leader in the spirits industry, we have a responsibility to set the tone and create opportunities for everyone to succeed. Because the success of one individual ignites the success of another.
The same can be said for our industry. I am a true believer that we must come together to ensure the growth of spirits. Whether that is in combating underage drinking, enforcing responsible marketing or pushing for transparency in research. By coming together, we can advocate for higher standards and regulation that protect and uplift our industry. Supporting each other, lifting one another up and sharing the load makes all the difference. When we stand united, no challenge is too big, and we can pave the way for a brighter future, no matter what comes our way.
Reed Davis
Luxco, Managing Director of Control States
“Forward Together, Stronger Tomorrow”
NABCA Chair Becky Schlauch’s theme Forward Together, Stronger Tomorrow sets the tone as we reflect on milestones achieved by working together within our Luxco team and with industry partners across control states. As an NABCA member, we’re proud to continue to invest in sales in control states equal to or greater than our peers. In addition, we’re grateful to share a few highlights of successes we’ve earned together.
One important highlight is the growth of the premium Penelope Bourbon brand, which recently achieved a major milestone: Penelope Bourbon is now available in all 50 states. That’s no small achievement and a great example of what can happen when we move forward together.
When Luxco acquired Penelope Bourbon in 2023, the five-year-old brand led by Founder and Vice President of Strategy for MGP Michael Paladini and Founder and Master Blender Danny Polise was available in over half of U.S. states. The brand complements the Luxco portfolio with its Core Series of expressions — Four Grain, Barrel Strength, Architect, Toasted and Wheated — in addition to popular releases within its cask-finished Cooper Series, sought-after Limited Releases and Founders Reserve offerings. By the end of 2023, Penelope was available in more than 40 states.
In 2024, Penelope Bourbon released over a dozen products and was named one of the 25 Best Bourbon Whiskey Brands to Drink in 2024 by Esquire magazine. Innovations expanded beyond the brand’s well-known 4- to 6-year aged offerings with selections of 9- to 11-year aged barrels to develop its sought-after Estate Collection of limited-availability aged whiskey and bourbon releases: Founders Reserve, Private Select and Single Barrel. By the time the Estate Collection was released in the fall of 2024, Penelope had expanded to 49 states.
Now available in all 50 states as of January, Penelope continues to attract new fans and a loyal following. The brand introduced Wheated, a new permanent addition to its Core Series, plus a limited release of 17-Year American Light Whiskey and an annual release of its popular Cooper Series expression Rio. This momentum underscores the brand’s tremendous progress forward in the premium market.
Another Luxco brand growing stronger for the future is Lux Row Distillers’ award-winning Rebel Bourbon. Rebel has made a big splash in the second year of its sponsorship with Richard Childress Racing as the Official Bourbon of RCR, the No. 8 Chevrolet and two-time NASCAR Cup Series Champion Kyle “Rowdy” Busch. Rebel is a multi-race primary sponsor for the 2025 season with a branded in-car camera and new Rebel paint scheme born from American white oak Rebel Bourbon barrels and designed to honor the brand’s craftsmanship. Busch raced the Rebel Bourbon No. 8 Chevrolet to a fifth-place finish at the EchoPark Automotive Grand Prix in Austin, TX, in March, and the show car has been making appearances in markets nationwide.
Rebel took the sponsorship a step further with the introduction of Kyle Busch 108 Single Barrel Bourbon. Every barrel was selected by Busch with the guidance of Lux Row Distillers Master Distiller John Rempe. Each bottle’s front label includes prominent placement of the unique barrel number selected by Busch, plus the bourbon’s proof and “aged since” date details. The distinctive label also includes Busch’s signature, number and the RCR logo. Busch and Rempe have been taking part in bottle signing appearances and the brand has more sponsorship activity planned.
As we continue to move forward together, we value the level playing field and trusted data Control States offer. We are grateful for our role on the NABCA Industry Advisory Committee and look forward to furthering NABCA’s goals by sharing best practices state to state.
We are grateful to partner with organizations committed to improving lives and the environment. Since 2018, Yellowstone Bourbon has donated nearly $500,000 to National Parks Conservation Association (NPCA) to preserve national parks, and in 2023 it became NPCA’s largest annual corporate donor at the $250,000 level. The Dos Primos Tequila Company renewed its partnership with The Nature Conservancy in 2023, pledging $50,000 for land restoration and water conservation in the Tehuacán Valley, near Dos Primos’ distillery Destiladora González Lux in Jalisco, Mexico. This year, Dos Primos became a Proud Partner of Ducks Unlimited (DU) in 2024. With this highest-partnership designation, DU can continue conserving North American wetlands and waterfowl habitat and both brands can expand awareness. In January 2024, Ross & Squibb Distillery, in partnership with NFL legend Chris Long and his Foundation’s Waterboys initiative, completed efforts to bring a lasting clean water source to a Kenyan community of 1,600 people.
As we grow, we value the level playing field and trusted data control states offer. We’re grateful for Chairman Wooton’s leadership and proud to continue investing in sales in control states equal to or greater than our peers. We look forward to furthering NABCA’s goals by sharing best practices state to state in our role on the NABCA Industry Advisory Committee.
Scott Schrader
Diageo North America, SVP/GM, Control States
Forward Together, Stronger Tomorrow: The Bright Future of the Spirits Industry
“Every moment is a fresh beginning.”
– Andy Warhol (1928-1987)
The drinks industry has shown remarkable resilience — and even more, a capacity to grow stronger through collaboration. When producers, suppliers and customers unite, we move with greater purpose towards a stronger tomorrow. Our innovative mindset and collective adaptability position us well to meet evolving consumer preferences.
There’s much to be excited about in beverage alcohol today. Long-term investments in digital capabilities, unique brand experiences and product innovation continue to strengthen the industry. These aren’t reactive measures — they reflect a clear, consistent vision for responsible growth that has long defined our sector.
At Diageo, we’re leveraging advanced data analytics to better identify trends, refine marketing and manage inventory with precision. The advent of regenerative AI has introduced exciting new tools, such as our personalized cocktail recommendation platform, ‘What’s Your Cocktail.’
Experiential marketing is also deepening consumer connections. Our flagship activations — like the opening of our Guinness Open Gate Brewery in Chicago — go beyond products to offer immersive brand experiences. This 15,000-square-foot space features a brewery, taproom, restaurant and bakery, serving exclusive draughts crafted onsite.
Our expansive portfolio and strategic foresight reflect a commitment to staying in tune with consumer needs. Whether through ready-to-drink (RTD) innovations or lower- or no-alcohol options, we’re evolving with our audience and expanding access for the next generation of Legal Drinking Age (LDA) drinkers.
The future will no doubt bring new challenges — but our industry isn’t standing still. It’s moving forward with intention, discipline and a shared sense of purpose. Collaboration remains central: employees, customers, suppliers and communities are all vital to our success.
Those of us investing in resilience, relevance and responsibility are shaping the road ahead. Together, our collective strength ensures that we’re not just reacting to change — we’re defining what comes next.
As NABCA Chair Becky Schlauch reminds us: “Forward Together, Stronger Tomorrow.” History has shown that united efforts create lasting impact — and the spirits industry is ready to lead that change.
