Consumer trends began to merge with new products introduced in June, led by Skrewball flavored whiskey’s introduction of a sippable 100ml canned offering. Celebrities also continued to drive product introductions with Carmelo Anthony unveiling a new wine and the gang from “It’s Always Sunny in Philadelphia ” launching an Irish whiskey to raise proceeds for local bars. Below is Park Street’s full product release recap for June 2022.
Samson & Surrey’s Tequila Ocho added a limited-edition expression, “Puntas”, to its premium tequila line. The product is an overproof version of the brand’s plata tequila, containing 50.5% ABV. The “puntas” are a cut from the very end of the agave heads and the very beginning of the heart, traditionally saved by the distiller as a special treat. The new offering will be available in 750mL formats for a standard retail price of $59.99 per bottle.
“This expression marks the first time Tequila Ocho has released a “puntas” commercially, making it a must for spirits collectors, as well as for bartenders, who will be able to offer their guests something new and unique. I find that this tequila drinks beautifully neat, while also elevating cocktails to a level above when used as the base in a mixed drink” said Tequila Ocho Global Brand Ambassador Jesse Estes. (Source)
New Amsterdam Vodka Enters the Ready-to-Drink Arena with New Product Line – Wildcard
E&J Gallo’s New Amsterdam Vodka ventured into the ready to drink space with its release of Wildcard. The vodka based hard beverages will be available in three different flavors: Original Hard Lemonade, Classic Hard Punch and Lemon Hard Tea. Coming in at 8% ABV, the 12 oz new RTD’s will feature in flavor specific 4-packs across the U.S. market.
“New Amsterdam Vodka is already a fan favorite, bringing a new generation to the vodka category due to its smooth taste and convenience. The launch of Wildcard is a way to reach more consumers plus long-time New Amsterdam fans that are eager to try something flavorful and convenient this summer” said Brandon Lieb, Vice President of Spirit of Gallo. (Source)
NBA’s Carmelo Anthony Unveils Wine Label
NBA star Carmelo Another became the latest celebrity to enter the wine space with the unveiling of his new brand VII(N) The Seventh Estate. In collaboration with third-generation Rhône winemaker Stéphane Usseglio, Anthony has debuted his new product: Châteauneuf-du-Pape Oath of Fidelity 2017. The offering is a blend of 90 percent Grenache and 10 percent Mourvèdre. The wine is aged for two years in concrete and oak barrels after being fermented in concrete vats.
“When Carmelo came in June 2019, we spent a while visiting the vineyard together, understanding the different terroirs of Châteauneuf, and then sitting in the cellars and working on the blend. It was actually very interesting to taste the different grapes and terroirs together and to have this exchange with Melo and build the wine with two noses and four hands. We exchanged a lot of thoughts and ideas, and Melo was extremely hands-on throughout the whole process” noted Usseglio. (Source)
The Kraken Canned Cocktails
Proximo Spirit’s Kraken entered the U.S. ready-to-drink space with the release of three spiced rum canned cocktails. The new RTD line will feature three varieties: Kraken & Cola, Kraken & Ginger Beer, and Kraken Rum Punch. Along with these summer edition flavors, the brand will be launching additional variants early next year. The new products will feature in four-pack formats as well as variety single-serve tray packs across 17 U.S. states for a standard retail price of $12.99.
“As the demand for ready-to-drink beverages continues to boom and category growth rises, we’re eager and thrilled to introduce a new and convenient way for consumers to enjoy their favorite rum cocktails in three carefully curated flavors,” said Lander Otegui, senior vice-president of marketing at Proximo Spirits. (Source)
It’s Always Sunny in Philadelphia Gang Giveback With Launch Of Four Walls Whiskey
“It’s Always Sunny in Philadelphia” stars Glenn Howerton, Rob McElhenney, and Charlie Day launched Four Walls Whiskey to celebrate their record-breaking 15th season. The whiskey will feature two limited-edition offerings: a rare Irish whiskey with premium commemorative packaging and a blended Irish and Straight Pennsylvania Rye. All proceeds from this collection will be donated to the Pennsylvania Restaurant & Lodging Association’s Hospitality Assistance Response.
“We were shooting Season 15 when bars were shutting down all across America. So we decided to source some really great whiskeys and create something as a tribute to the bar and kick it off by giving back,” adds Rob McElhenney. (Source)
FEW Spirits and Black Rebel Motorcycle Club Collaborate on Motor Oil Whiskey
FEW Spirits collaborated with its Founder and Master Distiller Paul Hletko and modern rock icons Black Rebel Motorcycle Club to introduce Motor Oil Whiskey. The whiskey is a new, limited-release product intended to honor the 21st anniversary of the band’s seminal debut album, B.R.M.C. Every bottle is a blend of FEW Bourbon finished in rum barrels, FEW Bourbon finished in vermouth barrels, and a mesquite-smoked wheat whiskey.
“I’ve been a fan of Black Rebel since the debut album came out,” said Hletko. “When we heard they were looking for a distillery to work with, you better believe we jumped at that chance.” (Source)
Target Unveils New Private Label Adult Beverage Line
Target introduced its own line of private label pre-mixed cocktails called Casa Cantina. The line will include three varieties — Classic Margarita, Strawberry Margarita, and Piña Colada — and will be available at all Target locations that offer wine.
The line adds to Target’s portfolio of alcoholic beverages, which includes multiple varieties of private label wines. The introduction comes after Target disclosed a plan earlier this month to pare down inventory and increase its focus on frequency categories like food and beverage. (Source)
Skrewball Whiskey Now Available in 100ml Can Size
Skrewball Whiskey introduced an innovative 100ml can to its product lineup. The product intends to merge consumer demand for flavored whiskey and ready-to-drink canned offerings. The two-serving can works well for consumers looking to sip the sweet and savory peanut butter whiskey with no mixers.
“Skrewball Whiskey was the first-to-market with peanut butter flavored whiskey and galvanized the recent growth of the flavored whiskey category, so we knew the next step was to offer a unique product that breaks the mold of what’s on the market already,” said Carl Carlson, President of Skrewball Whiskey. “Industry trends continue to indicate that consumers are gravitating towards portable canned options, and we want to offer Skrewball Whiskey’s premium taste and versatility to our community in an offering that meets their needs and consumption occasions.” (Source)
Japan’s Sake Hundred Enters U.S. Market
First founded in Japan in 2018 by sake connoisseur and founder of Japan’s Saketimes, Ryuji Ikoma, Sake Hundred is now the newest sake entrant in the U.S. market. The new brand hopes to reshape the American consumer’s perspective of sake and expose drinkers to the most outstanding examples of Japan’s national drink.
“Our collection of sakes will take drinkers through a journey of both culture and taste, two elements that are closely intertwined in sake making. You can taste the personality of the sake brewer in our sake, just as you can taste the terroir of fine wine,” noted Ikoma. (Source)
Glenfiddich Launches The Orchard Experiment Apple Spirit Cask Finished Whisky
Glenfiddich announced the fifth iteration in its Experimental Series with the release of The Orchard Experiment. The new single malt whiskey is made in collaboration with The Somerset Cider Brandy Company and is finished in Somerset Pomona Spirit Casks. The new offering will debut in 750 mL formats for a standard retail price of $52.00.
Matilda Temperley of The Somerset Cider Brandy Company noted, “With this collaboration, we’re back doing the same but challenging innovation even further. This is a really exciting marriage of Old English and Scottish craft distillates and we can’t wait for people to taste the incredible flavors of The Orchard Experiment.” (Source)
Playboy Unveils 17-Year-Old Bourbon, Rare Hare 1953
Iconic “lifestyle” magazine Playboy launched its very own portfolio of ultra-premium spirits, starting with a 17-year-old bourbon named Rare Hare 1953, a tribute to the year the magazine was founded. The new offering is a 17-year Kentucky bourbon finished in XXO Cognac casks. The spirits line will be a joint venture with Spirit Investment Partners (SIP).
“Playboy is excited to enter into the $500 billion-plus global spirits category in collaboration with SIP and artisan distillers from around the world,” said Jared Dougherty, President of Strategic Partnerships at PLBY Group. “We are curating a truly exceptional collection of rare and unique spirits. Each product is produced with extraordinary craftsmanship and sophistication, from the beautiful bottle to the spirits inside.” (Source)
In the first half of 2022 mergers & acquisitions in the beverage alcohol space showed strong levels of activity with strategic buyers continuing to invest behind strong consumer trends including whiskey and RTDs.
There were 20 noteworthy beverage alcohol deals in H1 2022, representing an increase compared to the first half of 2021 when there were 16 deals. This series of deals was led by spirits (8) and wine (6) and distribution (3), while the beer category (2) and ecommerce (1) made up the remaining count.
While there were no standout strategic beverage industry players with multiple acquisitions this time around, there was a noticeable uptick in equity fund sales including Ole Smoky, Bardstown Bourbon Company, and Shafer Vineyards.
This period reflected a need to establish e-commerce compatibility and cater to high volume production of canned beverages. Notably, we also saw an emergence of private equity involvement in this space, with these firms continually reaching for wine producers.
Spirits Sector Deals
Palm Beach Distillery Sells Majority Stake to Victor George Spirits
Austin Cocktails Acquired by Constellation Brands
Ole Smoky Sells Majority Stake to Private Equity Firm Apax Funds
Samson & Surrey Acquired by Heaven Hill
21 Seeds Flavored Tequila Acquired by Diageo
Bardstown Bourbon Company Acquired by Investment Firm Pritzker Private Capital
Ireland’s Lough Gill Distillery Acquired by Sazerac
Green River Distilling Acquired by Bardstown Bourbon Company
Wine Sector Deals
Oregon winery Lingua Franca winery sold to Constellation Brands
Roco Winery Acquired by Santa Margherita USA
Château Sainte Marguerite Sells Majority Stake to Pernod Ricard
Shafer Vineyards Sells to Korean Firm, Shinsegae Property for $250 Million
Silverado Vineyards Acquired by Foley Family Wines
Joseph Phelps Acquired by Moet Hennessy
Beer Sector Deals
Canarchy Craft Brewery Purchased by Monster for $330 million
Stone Brewing Acquired by Sapporo USA for $165 million
Distribution Sector Deals
Major Brands Acquired by Breakthru Beverage Group
J.J. Taylor’s Minnesota Beer Wholesaler Acquired by Breakthru Beverage Group
Dixie Beverage Company’s Wine and Beer Business Acquired by Johnson Brothers
Ecommerce Sector Deals
Provi Merges with SevenFifty for Expanded B2B Marketplace
New RTD options continued to dominate introductions in May highlighted by two new hard lemonade options in time for summer, one from White Claw and another from Molson Coors in partnership with Coca-Cola’s Simply Juice. The month also saw new whiskey lineups from Jim Beam and Jack Daniel’s. Below is Park Street’s full recap of product introductions for May 2022.
In another high-profile celebrity branding, the new RTD cocktail brand Thomas Ashbourne Craft Spirits will hit the U.S. market this summer. Created by Cara Kamanev, the collection includes four celebrity-led varieties: Sarah Jessica Parker’s Perfect Cosmo; John Cena’s Classic Old Fashioned; Ashley Benson, Rosario Dawson, and Vanessa Hudgens Margalicious Margarita; and PlayboiCarti’s Hardscatto. In a statement, the company listed the aforementioned celebrities as founding partners.
Each canned cocktail features fresh, all-natural ingredients with high-proof spirits. The RTD offerings range from 20-25% ABV. The entire line is available for purchase at select retail locations and on the company’s website in 200mL can and 375mL bottle formats.
“We’re here to dispel the myth that bespoke, high-end cocktails can only be enjoyed in certain settings, by certain people,” Kamanev said in the release. “Our brand will provide consumers a high-quality beverage comparable only to the best bar-made cocktails that can be enjoyed anytime, anywhere.”
Brown-Forman’s Jack Daniel’s has unveiled its first super-premium line extension in 25 years with the release of its Bonded Series. The release includes two bottled-in-bond offerings: Jack Daniel’s Bonded Tennessee Whiskey and Jack Daniel’s Triple Mash Blended Straight Whiskey. While the Bonded offering is a mash bill made of 80% corn, 12% malted barley, and 8% rye, the Triple Mash is a blend of three Jack Daniels whiskeys: 60% Jack Daniel’s Tennessee Rye, 20% of the flagship whiskey, and 20% of the brand’s American Malt expression. Both offerings will be available in 700mL formats and priced at $29.99 and $32.99 respectively. They will be available for purchase at retailers across the U.S. and on ReserveBar.
“The Jack Daniel Distillery has been making exceptional American whiskey to the highest standards for generations, before and after the Bottled in Bond Act, dating back to the days of Mr. Jack himself,” said Chris Fletcher, the brand’s Master Distiller. “Bonded and Triple Mash are a nod to our heritage with a touch of innovation and craftsmanship. These whiskeys are another opportunity for both our friends and new drinkers to explore and discover everything Jack Daniel’s has to offer.”
As part of a continued agreement with The Coca-Cola Company, Molson Coors Beverage Company has unveiled a new take on one of the country’s most popular chilled juice brands with the release of Simply Spiked Lemonade. The new RTD lineup will feature four unique flavors: Signature Lemonade, Strawberry Lemonade, Blueberry Lemonade, and Watermelon Lemonade. The new offerings will retail this summer in variety 12-pack formats with each 24-ounce can containing 5% ABV.
“We knew people would be excited once they found out about Simply Spiked Lemonade™. We didn’t expect the unprecedented level of consumer hype, which we’ve never seen for a product announcement before,” says Joy Ghosh, Vice President of Above Premium Beer and Flavored Alcohol Beverages at Molson Coors Beverage Company. “From all the tweets, memes, and off-the-charts social excitement, people are pumped to try this product and the good news is, the wait is almost over. In a few weeks, drinkers across the country will be able to try Simply Spiked Lemonade™ for themselves.”
With the first non-beer beverage in its portfolio, AB InBev’s Corona has unveiled a line of sparkling ready-to-drink fruit-based beverages: Corona Tropical. Posed as an alternative to beer, the offering is poised to capitalize on the growing sparkling water market. Available in three flavors, Guava & Lime, Raspberry & Lemon, and Grapefruit and Lemongrass, with additional flavors appearing in Latin American markets. The RTDs have no added sugar and contain less than 100 calories per can. Ranging between 4.2% and 4.5% ABV, the new lineup is beginning to roll out globally.
“Corona is a brand that was born from the tropics and as we encourage consumers to embrace the lifestyle around the world, we’re excited to offer a new Corona beverage to those who love the brand but are looking for options outside of beer,” said Felipe Ambra, Global Vice President for Corona. “It is our mission to bring paradise to people everywhere and our newest innovation does just that. We created a more flavorful and very approachable alcoholic beverage so that everyone can enjoy the feeling of paradise done the Corona way.”
Sparking water giant Spindrift has added to the hard seltzer craze with the release of four new varieties of Spindrift Spiked. In addition to spiked versions of its classic flavors, including Grapefruit, Lemon, and Blood Orange, the supplier has added Passion Orange Guava to its existing lineup. The new Passion Orange Guava is described by the seltzer maker as combining “aromatic, complex passion fruit, a splash of sweet guava, and a pop of orange for brightness.” The offerings will appear in Spindrift Spiked variety 12-packs which contain between 82-95 calories per 12oz can. Available soon in 18 states nationwide, the variety pack can be purchased on the company’s official website for $36.
“To us, nothing tastes better than real fruit, so we saw an opportunity to bring our tried-and-true sparkling recipes to the alcohol category. It’s a crowded space but we’ve seen success introducing a real and delicious product to a sea of sameness. The initial launch had a remarkable response and we’re eager to introduce additional states this year. Availability coupled with incredible new flavors will help us make a splash in the dynamic world of hard seltzer,” said Bill Creelman, Founder and CEO of Spindrift.
The classic Italian brand, Campari Group, has joined the RTD segment with the release of a bottled negroni cocktail. The new Campari Negroni Ready to Serve is an equal part blend of Campari, London Dry Gin, and Sweet Vermouth, meant to be garnished and poured over ice. Available in a 750mL bottle format, the classic cocktail contains approximately four servings and contains 26% ABV. The offering will be available for purchase on e-commerce platforms Drizly and ReserveBar for a standard retail price of $24.99.
“People have been enjoying the Negroni cocktail for more than a century, and its popularity is still growing today,” said Andrea Sengara, Head of Marketing, Campari America. “With the Ready to Serve format now available, consumers can enjoy the world’s No. 1 classic cocktail anywhere, and with ease.”
White Claw is expanding its ready-to-drink capabilities with the debut of White Claw Hard Seltzer REFRSHR Lemonade. The company advertises the new beverages as full of new flavor combinations with a refreshed take on its classic packaging. The new line comes in four new varieties: Limón, Blood Orange, Blackberry, and Strawberry. Each 12oz can contains 100 calories, 1g of carbs, and 5% ABV. The new offerings rolled out nationwide this month, retailing in 12 can variety pack formats.
“As the leader in the Hard Seltzer category, White Claw is consistently innovating, looking for new and authentic ways to provide consumers with remarkable tasting refreshment,” says John Shea, CMO, White Claw Hard Seltzer, USA. “That’s why, with the launch of REFRSHR, we’re taking an entirely new and different approach to Lemonade, in a uniquely White Claw way, over-delivering on flavor while being incredibly sessionable.”
In its first-ever limited release, singer Adam Levine’s Calirosa Tequila has launched Cinco Años Extra Añejo. In production, the blue agave is aged for five years in California red wine barrels. The extra añejo tequila offers hints of vanilla and wood oak aromas. This is the fourth wine-aged barrel selection of the brand’s existing offerings and is being marketed as a fusion between Mexico’s heritage and California’s lifestyle.
While the industry standard calls for agave with 22-24% sugar content, Calirosa uses agave with 26% for a more balanced flavor profile. The agave is then slow-roasted in a brick oven and is fermented for fifty hours, twice distilled before being aged in red wine barrels. The brand notes that this process gives the tequila more intense aromas and nuanced flavor profiles. Each 750mL bottle will retail for $299 on Total Wine and at various on-premise locations across the United States.
“Our Cinco Años Extra Añejo was finished in our signature California red wine barrels and is the ultimate sipping tequila, with an aroma of rich chocolate, hints of vanilla, and wood oak on the finish. We’re excited to bring out a super-premium offering for a limited time,” adds Adam Levine.
Jim Beam, the U.S. whisky brand with the most sales by case volume in 2021, has unveiled a new premium American whiskey lineup: Hardin’s Creek. The new line pays homage to the brand’s origins as the first member of Beam’s distillers, Johannes Beam, apparently made his first whiskey in 1795 using a well he built of Hardin’s Creek water. The line features two unique offerings. Colonel James B. Beam Kentucky Straight Bourbon Whiskey contains complex vanilla, nut, and oak flavors and will retail at $80 per 750mL bottle. Meanwhile, Jacob’s Well Kentucky Straight Bourbon Whiskey contains oak and stone fruit profiles and each 750mL bottle will retail for $150. Both offerings contain 54% ABV and will be available at retail in select locations starting July 1st and will be available for preorder on ReserveBar.
“We couldn’t be more excited to launch Hardin’s Creek, particularly after the refresh of the James B. Beam Distillery and the opening of the Fred B. Noe Craft Distillery,” said Freddie Noe in a prepared statement. “This has been a long time in the making, and I can’t wait to share it with the world. “Every detail, from the blending techniques to the labels, draws inspiration from centuries of our family’s history, paying homage to our heritage while looking towards our future.”
With summer looming, whiskey maker, Sagamore Spirit has announced its entry into the ready-to-drink segment with its launch of a line of canned craft cocktails. In collaboration with CAnE Collective mixologists, the brand uses its own Sagamore Spirit rye and a blend of organic juices to create three flavors in this line: Pineapple Ryegarita, Honey Paloma, and Lemon Tea Fizz. The line was developed with the intent to showcase the approachable yet full-bodied nature of Maryland-style rye. The new RTD line will appear in both six can variety formats for $19.99 and single-flavor four-can formats for $15.99. The new canned cocktails will be available at retailers nationwide this summer.
“We love mixing our Maryland-style rye into creative, fun cocktails and thought it was time to give whiskey fans – old and new – a premium canned cocktail that can be enjoyed wherever the day takes you with just the crack of a can,” said Brian Treacy, Sagamore Spirit’s Co-Founder and President of Distillery Operations. “We took our time perfecting these recipes with the talented mixologists at CAnE Collective, and each is layered with flavor and our award-winning rye whiskey in every sip. From beach to boat to late-night bonfire, our ready-to-drink cocktails are meant to be enjoyed during almost any fun summer moment.”
Calexo, a Los Angeles-based brand focused on social inclusivity and health and wellness trends has launched a line of cannabis-infused sparkling waters called Watercolors. Along with sparkling water, the beverages contain natural flavors and 5mg of nano-emulsified THC per 12oz can. Inspired by the flavor and landscapes of California, the RTDs are posed as an alcohol alternative with no sugar or calories. The new offerings will be available in three flavors: Fuschia, Spring, and Sea. The line will feature in four-pack boxes at select retail locations for a suggested retail price of $20.
“After launching our debut cannabis drinks, Citrus Rose and Cucumber Citrón in early 2020, people told us they loved our unique flavors but would like a smaller-sized, lower-dose drink. Watercolors delivers on this request and offers people the delicious flavors and delightful design they have come to expect from Calexo, with zero sugar, zero calories, and no hangovers. We hope that Watercolors will give people who are curious about cannabis the confidence to try something new knowing that it’s a light and low impact option for feeling good in your body,” said CEO Ian Colon in a statement.
New Jersey is looking to beverage alcohol as a potential boon for its post-pandemic economy, with leaders in the state naming liquor license reform as a legislative priority. Brands looking to enter the state should take note of consumer purchasing trends within the last few years. The Park Street University team has put together a comprehensive review of trends within categories and subcategories in New Jersey and the top brands in the state, according to the latest data from Beverage Information Group.
Categories in Context
Nine-liter case volumes for spirits grew 5.3% from 2019 to 2021 in New Jersey, making the category the fastest growing in the state over beer at 2.5% and wine at less than 1%. In total, 8.9 million cases of distilled spirits were sold in New Jersey in 2021
Beer was the largest category in the state by volume, selling more than 67.3 million cases. The wine category was the second-largest with the Garden State consuming over 15.8 million cases. Overall, beer sales accounted for 73% of the market share, followed by wine at 17.2%, and distilled spirits at 9.8%.
How Subcategories Performed
Though the overall growth of wine in the state was slow, sparkling wine volumes saw healthy growth in 2021, selling almost 5% more cases than in the previous year. Sparkling wine’s share of the wine category grew to 6.6%, while table wine led the way with over 91%. However, case volumes for table wine saw a slight drop from the previous year.
The fastest-growing distilled spirits subcategory in the state was the prepared cocktails subcategory. Prepared cocktails saw 13% category growth from the previous year in the Garden State. Overall, the subcategory accounted for 424,000 cases and close to 5% of the market share within distilled spirits.
The top distilled spirits subcategory in the state was vodka, followed by rum, cordials, scotch, and American whiskey. Despite their hold on the lead, vodka and rum each saw their case volumes drop from the previous year. Overall growth within distilled spirits was driven by the rise of prepared cocktails, tequila, and Irish whiskey.
Top Brands in the State
Half of the top 20 distilled spirits brands in New Jersey were made up of vodka brands, led by Tito’s Handmade Vodka with 472,000 cases sold. Smirnoff and New Amsterdam were also in the top five brands, alongside rum brands Bacardi and Captain Morgan.
Fireball Cinnamon Whisky, Jameson Irish Whiskey, Svedka, Absolut, and Crown Royal rounded out the top ten brands in the state. While there were no tequila brands represented in the top 20, prepared cocktail Jose Cuervo RTD managed to finish 14th overall with 108,000 cases sold.
In recent months, California legislators have been working to expand direct-to-consumer beverage alcohol shipping beyond wine to include at least some beer and spirits. With the Golden State preparing to present new opportunities to up-and-coming brands, it’s important to take a closer look to learn more about what Californians have been drinking over the last few years. We put together a comprehensive review of trends within categories and subcategories, as well as the top brands in California, according to the latest data from Beverage Information Group.
Categories in Context
Spirits accounted for 7.2% of the beverage alcohol market share by case volume in California last year, with 32.7 million nine-liter cases sold. Overall, spirits were the fastest-growing category over the previous two years, with 7.3% more cases sold in 2021 than in 2019.
Beer was the top category in the state by a wide margin and also showed healthy growth, with 5% more cases sold in 2021 than two years prior. Californians consumed 355.8 million cases of beer last year. Wine volumes in 2021 only managed to exceed 2019 volumes by 1.2% and saw a 0.3% drop from 2020. The state, which is home to Napa Valley, moved almost 65.4 million cases of wine last year.
How Subcategories Performed
Tequila performed better in California than any of the other major markets we surveyed (Florida, New York, and New Jersey). The agave spirit was the second-largest subcategory among distilled spirits in the state, accounting for 4.7 million cases sold. Vodka was the top distilled spirits subcategory with 9.3 million cases sold, but this number represented a 1.5% drop from its 2020 volumes. Tequila was followed by American whiskey, rum, and brandy/cognac.
The prepared cocktails subcategory showed extraordinary year-over-year growth in California, increasing 40% from its 2020 volumes to account for almost 1.9 million cases in 2021. Volumes for the subcategory increased 20% nationally in 2021, half the rate of growth it achieved in the state of California.
Table wine was the largest subcategory within wines, accounting for 87.6% of total wine volumes, but the subcategory saw a drop of nearly 1% from its 2020 volumes. Sparkling wine saw a 1.1% increase in its total volumes in 2021 and increased its share of total wine from 8.7% in 2020 to 9% in 2021.
Top Brands in the State
Jose Cuervo was the top tequila brand and the third-best-selling distilled spirits brand overall in California, selling 958,000 cases in the state. It was only topped by Tito’s Handmade Vodka and Smirnoff, which sold 1.3 million and 1 million cases respectively. Jim Beam Family and Jameson rounded out the top five brands.
Hennessy, E&J, and Paul Masson represented the brandy/cognac category in the top 20 brands, while Jose Cuervo RTD was the only prepared cocktail to make the list. Overall, the top 20 brands in California consisted of six vodkas, three American whiskies, three brandy/cognacs, two tequilas, two rums, two other whiskies, a liqueur, and an RTD cocktail.
