Exclusive: Impact’s Spirits “Hot Brands” Showcase Industry’s Star Players

Each year, SND sister publication Shanken’s Impact Newsletter recognizes the brands driving the fastest growth across the drinks industry with its “Hot Brand” awards. 2020 may have been a year in which the business faced unprecedented challenges, but you’d hardly know it looking across an Impact “Hot Brand” roster that numbers a full 89 brands, including a whopping 51 spirits labels.

Whisk(e)y represents the largest category on this year’s spirits Hot Brands list, as 18 labels from across the U.S., Ireland, and Canada earned honors, with Bourbons and flavored whiskies especially prevalent. When counting Tequila-based RTDs alongside straight Tequilas, the agave category makes up roughly 30% of the spirits Hot Brand winners for this year. While a variety of price segments are represented, Hot Brand Tequilas skew toward the super-premium end. Luxury stalwarts like Patrón and Casamigos earned Hot Brand honors, alongside newer labels like Dwayne “The Rock” Johnson’s Teremana.

While it’s no surprise that whiskies and Tequilas comprise the bulk of Impact’s spirits Hot Brands, the list also reflects a newer, still growing trend: spirits-based ready-to-drink cocktails. Seven spirits-based RTDs made the grade, posting some of the strongest gains on the list. They’re joined by four vodkas, four Cognacs, two rums, and two liqueurs.

To qualify as Hot Brands, spirits must have a minimum volume of 200,000 cases, and also be at least one of the following: 1) an established brand with double-digit growth in each of the past three years; 2) an established brand with at least 15% growth in 2020; 3) one of the U.S. market’s top 10 spirits brands with at least 5% growth in 2020 and at least 15% aggregate growth since 2017; or 4) a significant new product.

Spirits Hot Brands above 1 million cases this year include: Tito’s, Crown Royal, Fireball, Jim Beam, New Amsterdam, Hennessy, Jose Cuervo Margaritas, High Noon Sun Sips, Malibu, Patrón, Jose Cuervo Especial Silver, Platinum 7X, 1800, Monaco, Rémy Martin, and Don Julio.

The full Hot Brands list and analysis for both spirits and wine appears in the March 1&15 issue of Impact. Beer’s Hot Brands will be announced in the June 1&15 edition. Click here to subscribe.

Tagged : Hot Brands, Impact

GET YOUR FIRST LOOK AT 2025 ESTIMATES AND 2030 PROJECTIONS FOR THE WINE AND SPIRITS INDUSTRIES. ORDER YOUR 2025 IMPACT DATABANK REPORTS. CLICK HERE.