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Whiskey, Tequila Growth Propelling Gains For Latitude Beverage

November 4, 2022

Massachusetts-based Latitude Beverage, best known for 90+ Cellars wines, has seen strong growth lately and is on track to reach 700,000 cases by year’s end. “This number is driven by triple-digit growth in our spirits portfolio and steady growth of our flagship 90+ Cellars brand, highlighted by key products like 90+ Cellars Prosecco,” Kevin Mehra, president and founder, tells SND. “Our spirits portfolio, which we launched just three years ago, will amount to more than 100,000 cases and 15% of our overall sales by year-end.”

Latitude’s spirits range includes Wheel Horse Bourbon and rye from Kentucky; Zarpado Tequila; a Texas-made vodka, Steel 43 (formerly Steel Dust); and accessibly priced Buddy’s vodka. Last year, Wheel Horse Bourbon ($30) ranked No.-19 on Whisky Advocate’s annual Top 20 list. “Wheel Horse is charting toward 200% growth year-over-year in 2022,” says Mehra.

Zarpado Tequila ($25 for the Blanco) is also a growth engine, with Latitude leveraging Tequila’s popularity and other brands’ supply issues to rapidly gain distribution. While Wheel Horse and Zarpado retail between $25-$30, more affordable brands like Buddy’s ($15 1.75-liter) and higher-end labels like Copper & Cask’s line of single barrel whiskies ($40-$70) are also part of the mix.

In wine, Mehra highlights 90+ Cellars’ Prosecco, which is nearing 175,000 cases a year across 22 states, as well as California Pinot Noir and Chardonnay (Lots 179 and 152), and Pinot Grigio from Trentino (Lot 42). Launched for the upcoming holiday season is Déluré, a new French brand touting a 9% abv and 85 calories a serving. “This brand is focused on low-calorie, low-alcohol wines from the south of France. These are real wines with real flavor and less calories,” says Mehra.—Shane English

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