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Tequilas, Whiskies, RTDs Lead Impact’s Spirits “Hot Prospects”

September 17, 2020

The drinks business has been faced with numerous challenges this year, but one thing that’s in no short supply is the creativity and drive of ambitious marketers intent on leveraging innovation to unearth the future stars of the industry. Impact’s annual “Hot Prospects” awards recognize the fruits of those efforts—and the up-and-coming brands poised to become household names in the years ahead.

To qualify as Hot Prospects, brands must have achieved at least 15% depletions growth for 2019, while also showing consistent growth in the two preceding years. For spirits, brand volumes must be between 50,000 and 200,000 cases. This year, 37 spirits brands from a wide variety of categories have earned Hot Prospect honors. Among the recently announced honorees, 23 made the grade for the first time and five made the grade their first year on the market.

The Hot Prospects list is a gauge of spirits industry trends—Tequila and whiskies are leading the way—and this year’s list also reflects the rapid rise of pre-mixed and canned cocktails, alongside longer running growth.

Spirits Hot Prospects above the 100,000-case mark include New Amsterdam Pink Whitney, Jack Daniel’s Tennessee Apple, Skrewball, Nue, Weller, Reserva de Don Julio Añejo, Martell Blue Swift, Jose Cuervo Authentic Pink Lemonade, Malibu Rum Cans, Proper No. Twelve, Larceny, Joia, Malibu Pineapple, Angel’s Envy, and Reserva de la Don Julio Reposado.

The full Hot Prospects spirits list, along with data and analysis, appears in the September 1&15 issue of Impact. Click here to subscribe.

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