August proved to be a month of strategic repositioning and cautious optimism across the beverage alcohol industry, as major players navigated shifting consumer preferences while pursuing focused growth strategies. The month was marked by significant changes and investment announcements, including new backing for Kendall Jenner’s 818 Tequila and Patrón’s first major visual rebrand in over three decades. Meanwhile, industry giants like Diageo and Constellation Brands continued their portfolio optimization efforts through strategic divestitures. Below is Park Street University’s full recap of the top stories for the month of August.
Kendall Jenner’s 818 Tequila Announces New Investment, CEO
Calabasas Beverage Company (CBC), the parent company of Kendall Jenner’s 818 Tequila brand, has appointed Larry Goodrich as its new CEO and announced a strategic investment from the Pérez family, owners of Grupo Solave. Goodrich, who previously served as CEO of 818 Tequila during its early expansion and was chairman of CBC, succeeds Michael Novy, who transitioned earlier this month. CBC is a sales venture formed by 818 Tequila and RTD supplier Sprinter that was launched last year to support the brands’ sales and marketing efforts. (Source)
Patrón Tequila Unveils First Redesign
Bacardi has unveiled Patrón Tequila’s first visual identity refresh since its 1989 launch, featuring a new bottle design that maintains the iconic bell-shaped silhouette while adding embossed glass patterns mimicking agave piña texture to improve bartender grip. The redesign, created with global creative agency Servaire & Co, emphasizes the brand’s gold-finished bee logo, replaces the original neck ribbon with a filigree-detailed collar reflecting the Jalisco distillery, and includes master distiller David Rodriguez’s signature alongside the motto “Handcrafted with Agave, Water and Time.” The new packaging reduces bottle weight by 8% to lower carbon footprint while reinforcing Patrón’s additive-free positioning, rolling out globally in autumn across the core Silver, Reposado, Añejo, and Extra Añejo range. (Source)
Constellation Brands Sells Copper & Kings to Bourdon Spirits
Constellation Brands has sold Copper & Kings, an American brandy and bourbon producer, to Louisville’s Bourdon Spirits Company as part of its strategy to focus on premium wine and spirits. The company originally took a minority stake in Copper & Kings in 2018 and acquired it fully in 2020, following recent sales of several other brands, including Woodbridge, Meiomi, and Robert Mondavi Private Selection. Production will continue at the Louisville distillery on the Kentucky Bourbon Trail, with new owner Rob Bourdon emphasizing plans to preserve the brand’s heritage while introducing innovation. (Source)
Diageo Shows Recovery Momentum with Strategic Focus
Diageo shares surged 6% following resilient annual results that exceeded analyst expectations, with net sales of $20.2 billion showing 1.7% organic growth. The company gained or maintained market share in 65% of measured markets, driven by standout performance from Don Julio Tequila (double-digit growth across all regions), Guinness (double-digit growth despite supply constraints), and Johnnie Walker’s increased international Scotch market share. Strategic expansion includes increased field presence in key markets, healthier product innovation, and RTD portfolio extension to capture evolving consumer preferences. (Source)
IWSR Report Identifies Key Growth Drivers for 2025
Despite 1% volume declines in 2024, IWSR’s Global Trends Report reveals clear growth pathways, with premium-and-above volumes growing 3% and RTD cocktails forecast for explosive 400% growth in North America through 2029. “Selective premiumization” is reshaping U.S. consumption patterns, creating opportunities for authentic, occasion-specific premium offerings, while e-commerce provides direct-to-consumer advantages and digital celebrities drive moderation-focused storytelling. Travel retail recovery (+3% volumes) and the shift toward early evening occasions like aperitivo present expansion opportunities despite challenges including potential tariff impacts and on-premise headwinds. (Source)
Steady Growth Expected in the Alcoholic Beverages Market
The global alcoholic beverages market was valued at $1.61 trillion in 2024 and is projected to reach $1.99 trillion by 2033, growing at a CAGR of 2.30%. Growth is driven by cultural norms, established production, health-conscious consumer trends, and evolving lifestyles, with digital engagement, e-commerce, and AI reshaping buying patterns and marketing strategies. The industry is positioned for steady expansion through advances in AI-driven production, distribution innovations, and broader online accessibility, while regional adaptation to changing regulations and sustainability expectations will create competitive advantages and new market opportunities. (Source)
Diageo Sells UDL and Ruksi Brands to Vok Beverages
Diageo Australia is selling its UDL and Ruksi ready-to-drink brands to South Australia-based Vok Beverages, with the deal completing by October 1, 2025. UDL, founded in 1965, produces pre-mixed cocktails including Piña Colada and Mango Daiquiri, while Ruksi Lemon is a 4.5% ABV vodka-based drink that will join Vok’s portfolio alongside brands like Beenleigh Rum and Bickford’s. The sale is part of Diageo’s strategy to divest non-core brands while targeting $625 million in cost savings over three years, even as the company continues expanding its RTD portfolio through acquisitions like Loyal 9 Cocktails and Lone River hard seltzer. (Source)
Campari Reports 2.9% Profit Rise Amid U.S. Tariff Pressure
Campari reported a 2.9% profit rise in the second quarter despite ongoing pressures from U.S. tariffs that have impacted margins and supply chain costs. High demand in key product categories, particularly aperitifs, and strategic pricing adjustments helped overcome these obstacles, with the Americas (44% of total sales) showing 3% growth in the April-June quarter. The company remains optimistic, focusing on innovation and expansion in both emerging and established markets while investing in digital marketing to appeal to younger consumers seeking sophisticated, high-quality cocktail options. (Source)