Exclusive: Impact’s Spirits “Hot Brands” Propelled By Tequila, Whiskey, RTD Cocktails

Shanken’s Impact Newsletter has unveiled its annual list of “Hot Brands,” highlighting the fastest-growing brands from across the drinks industry. This year, a total of 96 brands from the wine, spirits, and RTD cocktail categories met Impact Databank’s stringent criteria to make the list.

There are three different ways to qualify as an Impact Hot Brand: a contender must have shown double-digit growth in each year from 2019-2021, or be an established player with at least 15% growth in 2021, or else be a top 10 brand with at least 5% growth in 2021 and 15% growth since 2018. The minimum volume requirement for spirits and imported wines is 200,000 cases, while domestic wines and RTDs must meet a threshold of 250,000 cases.

This year, 43 spirits brands were awarded Impact Hot Brand honors. The award winners represent the fastest-growing and most dynamic players in the business and together offer a snapshot of what categories and brands are charting the course forward for spirits in the U.S. The macro trends of the last few years—a surge in interest in whiskies and Tequila—continue apace, with those two categories placing an equal number of brands on the honor roll.

While whiskies and Tequila make up 60% of this year’s Hot Brand winners, other categories like liqueurs and Cognac made a strong showing, pointing toward further prominence as consumers increasingly explore those categories. Vodka, king among spirits in America overall, also has ample representation, boasting two of the top five spirits Hot Brands in terms of total volume.

This year’s spirits Hot Brands above 1 million cases include: Tito’s, Fireball, Jameson Original, Grey Goose, Maker’s Mark, 1800, Rémy Martin, Don Julio, Hornitos, Woodford Reserve, New Amsterdam Pink Whitney, Casamigos, and Ole Smoky.

Additionally, 18 spirits- or wine-based cocktail brands earned honors. Hot Brand RTD cocktails above 1 million cases include: High Noon Sun Sips, Monaco, Rancho La Gloria, 1800 Ultimate Margarita, Cutwater, and Devil’s Backbone.

The full Hot Brands list, along with comprehensive data and analysis, is featured in Impact’s March 1&15 issue. Click here to subscribe.

Tagged : Hot Brands, Impact

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