Launching a spirits brand today demands a great product, but it also requires a well-planned approach to leadership design. The next stage of growth in the beverage alcohol space often does not hinge on operations, it hinges on people.
Rachel Doueck, Senior Director of Client Strategy at ForceBrands, highlighted this critical shift in a recent report, pointing out that an industry once focused solely on production and partnerships must now pivot to focus on leadership evolution and robust succession planning.
The Alarming Truth About Leadership Stability
ForBrands’ State of the Industry Report research across CPG and beverage alcohol brands reveals a shocking lack of foresight at the executive level:
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Only 13% of companies have succession plans for their top three strategic roles. As a result, 87% of high-growth brands are one resignation away from a major crisis.
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Fewer than 40% of founders believe they are the right person to lead the company into its next stage. The skills needed to launch a brand can differ dramatically from those needed to operate a scaling, multi-million dollar business.
The Hidden Cost of Waiting
The failure to plan for leadership change isn’t just an internal issue, it’s an operational one. The report found that 41% of leaders who delayed transitions said it directly stalled critical milestones like securing capital raises or executing major product launches. An intentional leadership transition is a growth lever, but a delayed transition is an unforced error.
The message is clear: the modern path to scaling a spirit brand relies on transparency and strategy in talent. Businesses must ensure that their current C-suite has the skills needed for their next phase.
*Download the ForceBrands 2025 State of the Industry Report