TheRumLab Industry Newsletter Week #24 of 2025
The Rum Lab
TheRumLab - Our main focus is Rum Education. We do so through our digital magazine, events, infographics, and more.
DANIEL FÁBREGA Rawi Rum, Co-Founder & Managing Director
When we talk about Ron Abuelo, we are talking about Panama: its land, its history, and its people. And few people embody that spirit better than Daniel Fábrega, the brand’s Vice President of International Business Development. With over two decades of experience in the spirits industry, Fábrega has witnessed the growth and evolution of Ron Abuelo from a close and passionate perspective. For him, every trip represents an opportunity not only to position a product of excellence but also to share a cultural heritage that is proudly distilled in every bottle. Let’s learn more about him in this interview.
TRL: What was the biggest challenge you faced in launching your rum brand, and how did you overcome it?
In 2001, when we globalized the brand, the challenge was immense. We were taking something profoundly local, deeply rooted in Panamanian culture, and introducing it to the world. But we believed in our rum. We believed in our craftsmanship, our family legacy, and above all, the story we had to tell.
It wasn’t easy, but with dedication, hard work, and an unwavering commitment to our identity, we earned our place on the global stage, sharing the spirit of Panama, one bottle at a time.
And we never stopped there. Innovation is part of who we are. Our spirit refuses to stand still. Whether it’s exploring new expressions, sustainable practices, or unique ways to connect with our consumers, we’re always honoring our heritage while embracing the future.
TRL: How do you see the rum market developing in the next 5–10 years?
The future of rum is bright. We’re seeing a strong shift towards premiumization, and rightly so. Consumers are more informed, more curious, and more passionate than ever. They’re looking for authenticity, craftsmanship, and purpose. Diversity will also play a key role—both in the profiles of rums and in the people who represent the industry. Rum is more than a spirit. It is a culture. It is history. It is a story told in every sip.
TRL: Can you share a personal experience that significantly influenced your brand’s direction?
After having the honor of serving for five years as Panama’s Ambassador in the United Kingdom, I returned home just as the world faced the uncertainty of COVID. That moment of reconnection, with both my roots and our brand, was significant: it reminded me that our strength lies in resilience, and that even in the most challenging times, there is always an opportunity to grow, innovate, and lead with heart.
TRL: How do you balance tradition with innovation?
Innovation is essential—it’s part of who we are. But we never compromise on our DNA. We innovate from a place of deep respect for our origins. Every new step we take is rooted in our heritage. That balance allows us to remain relevant without losing our soul.
TRL: What are some recent initiatives or products that have made an impact?
Two of our most exciting creations are Two Oaks and Three Angels. These aren’t just rums; they’re journeys for the bold, the curious, and the connoisseurs of adventure. They reflect our drive to push boundaries while still honoring our time-tested craftsmanship.
TRL: How do you educate consumers about your rum?
We believe education should be fun, but always elegant and classy. Our activations combine storytelling with experience. We invite people not just to taste our rum, but to feel it, to understand it. When you walk away from a Ron Abuelo experience, you carry with you not just knowledge, but emotion.
TRL: How do you manage quality and consistency as your brand grows?
Quality and consistency are not negotiable. They are pillars of our philosophy. We are masters of rum, and that mastery comes with responsibility. We are obsessed with crafting the perfect blend—always improving, always refining—for those who expect nothing less than excellence.
TRL: Can you share a collaboration that helped elevate your brand?
One collaboration I’m most proud of is our partnership with Women Leading Rum & Spirits. Inclusion and diversity aren’t just buzzwords for us—they’re core values. I deeply value the insight, passion, and strength that women bring to this industry. Their perspective has taught me so much, both professionally and personally. The rum industry is stronger, more dynamic, and more inspiring because of them.
Another key to our brand’s growth has been the strong, trust-based relationships we’ve built with our importers across over 50 countries. These are not just commercial partners—they’re true allies. We share goals, support each other, and grow together. That spirit of collaboration has been essential in expanding our reach and staying true to our values, no matter where we go.
TRL: What is your long-term vision for Ron Abuelo?
Our long-term vision is to continue opening new markets, expanding in strategic territories, and growing in travel & retail, all while pushing the boundaries of what a rum brand can be. Emerging markets may pose challenges, but they are also brimming with promise. This is a mission for the long haul, and we are fully committed to it. My role is to keep that vision alive, energized, and constantly growing.
Every time our team successfully opens a new market, I feel an immense sense of pride. It’s not just about bringing Ron Abuelo to new frontiers—it’s about carrying Panama’s flag with us. Each new market we enter, every new connection we forge, is a step closer to sharing our heritage and spirit with the world.
TRL: What advice would you give to rum lovers?
Explore. Taste. Pay attention. Every rum has a story, and every detail matters. Don’t just drink rum—experience it. Understand where it comes from, how it’s made, and what makes it unique. Rum is not just rum—it is a work of art.
Thank you for the opportunity to share a little of what drives us. I’m excited about the future of Ron Abuelo and about everything we have yet to discover together. Here’s to the spirit of Panama—¡Salud!
Appleton Estate opens rum museum pop-up
Rupert Hohwieler – 05/06/2025 – The Spirits Business
https://www.thespiritsbusiness.com/2025/06/appleton-estate-opens-rum-museum-pop-up/
Named the Appleton Estate Rum Museum, the space invites fans to explore the Jamaican brand’s legacy and will be open until mid-July.
Located in Kingston, Jamaica, the museum is designed to appeal to both seasoned rum drinkers and newcomers to the category.
Through interactive exhibits, visitors can explore the brand’s legacy and every stage of its production process; from its distillation to its ageing in oak barrels.
The immersive space is said to promise a unique ‘edutainment’ experience, which the brand defines as where education meets entertainment.
It will also serve to highlight the mixability of the brand’s rums – such as its Signature Blend and 8 Year Old Reserve – to draw in new drinkers and Appleton Estate enthusiasts.
As Dominic Bell, communications manager, J Wray & Nephew, supplier of Appleton Estate, said: “It’s about connecting with Jamaica’s rum legacy and welcoming a new generation into the world of Appleton through an experience that’s both educational and fun.”
“This museum represents far more than just a timeline of our achievements, it’s a dynamic space where visitors can feel, taste, and understand the soul of Appleton Estate.”
With the launch of the museum, the brand is hoping to deepen consumer engagement, drive tourism and improve education on Jamaican rum, both locally and internationally.
The museum is open until 13 July and is located at 23 Dominica Drive, New Kingston, Jamaica.
Bell added that the space is a “scaled down version” of the Appleton Estate Rum Experience in St Elizabeth.
“This will be an immersive ‘edutaining’ experience that will bring alive the making of the rum we love so much within our Jamaican households.”
Appleton Estate is owned by Campari Group and its rum production is overseen by its master blender, Joy Spence.
House of Rum bottles Caroni trio
Miona Madsen – 05/06/2025 – The Spirits Business
https://www.thespiritsbusiness.com/2025/06/house-of-rum-bottles-caroni-trio/
Independent bottler House of Rum has unveiled three rare vintage rums from Caroni Distillery in Trinidad, which closed in 2003.
The new Caroni Collection consists of rums distilled in 1997, 1998, and 1999, aged 28, 27, and 26 years.
According to the bottler, the trio is believed to be the first single release of three rums from consecutive years from the closed distillery.
Made from molasses, the rums were column-distilled and initially aged in Trinidad in ex-Bourbon casks under tropical conditions. The ‘early-landed’ rums were then shipped to the UK, where they were refilled into American oak casks and matured for at least another 15 years before being bottled by House of Rum.
David Howarth, founder of House of Rum, said: “The enduring legacy of Caroni means these rums have a true cult following, and we were so very excited to discover and purchase these rare casks.
“The three expressions are simply stunning – complex and well-balanced with a real tangy, oily, briny olive edge that Caroni is known for, but also with varying degrees across the trio of everything from fruit and gentle spice to pepper and cigar leaves.
Howard added: “Rums of this quality, with these complex aromas, simply don’t appear very often and they represent exactly what we are about at House of Rum – giving people the opportunity to try the rare, the surprising and the very special – always in their unadulterated form.”
The 28-year-old rum from the 1997 vintage is available at 60.5% ABV, with a limited release of just 179 bottles.
The 27-year-old rum from 1998 has an ABV of 62.2% and is limited to 185 bottles. Meanwhile, the 26-year-old rum distilled in 1999 is offered at 62.7% ABV and is limited to 210 bottles.
All three single cask expressions are presented at natural strength in 700ml bottles, with a unique batch number.
The Caroni Collection is now available at specialist retailers and online, including Hard to Find Whisky.
The rums will initially be released as sets of three, priced at £4,500 (US$6,100), before individual expressions become available.
The Caroni Distillery, established in 1923 in Trinidad and Tobago, was housed in an old sugarcane factory near Port of Spain. The distillery started as state-run before joining the Tate & Lyle Sugar Company.
Caroni rums are said to have a robust, smoky, and full-bodied character, often complemented by sweet undertones.
At The Rum & Cachaça Masters 2025, House of Rum’s bottlings were recognised with three Master medals and its Single Cask Dominican 2000 was also named a Taste Master.
Spirit makers face a sobering cocktail of challenges — from tariffs to teetotalers
Staff – 05/09/2025 – CNBC
https://www.cnbc.com/
Global spirit makers are staring down a sobering cocktail of challenges as tariffs and brand boycotts threaten to exacerbate wider shifts in drinking habits.
French cognac maker Rémy Cointreau on Wednesday became the latest spirits maker, following Diageo and Pernod Ricard, to withdraw its sales targets on increased economic and trade uncertainty.
“Given the continued lack of macroeconomic visibility, the geopolitical uncertainties surrounding U.S.-China tariff policies, and the absence to date of a recovery in the U.S. market ... the conditions required to maintain [Remy Cointreau’s] 2029-2030 targets are no longer in place,” it said in a statement.
The move came as full-year sales at the group’s cognac business, which includes its namesake Remy Martin brand, fell 22% on an organic basis on slowing U.S. consumption and “complex market conditions” in China.
The popular brandy variety, which hails from the French region of Cognac, has been particularly caught in the crosshairs of ongoing U.S.-Sino tensions. LVMH similarly saw a 17% drop in its Hennessy cognac in the first quarter.
But the specialty drink is far from alone as trade barriers weaken already drying demand for spirits. LVMH’s wine and spirits remains the French luxury group’s worst performing division, while Diageo spirits including Tanqueray, Gordon’s and Smirnoff saw the steepest declines in the first quarter as sales of Irish stout Guinness rallied ahead.
“Distilled spirits in the U.S. are going through a correction, and U.S. tariffs add another layer of uncertainty,” Jefferies said in a note last month.
Tariffs dampen spirits
The prestige — and often legal requirements — associated with spirits and wines mean that they are heavily dependent on local production and thus heavily exposed to U.S. import levies. Champagne must be produced and bottled within the Champagne region, for instance.
“With spirits and wines you have terroir caches, and that means you’re producing locally and exporting. Hence it’s much more vulnerable to geopolitical tensions,” Sanjeet Aujla, analyst at UBS, told CNBC via video call.
Remy Cointreau estimated that tariffs as they currently stand could serve a 65-million-euro blow ($55 million) to its business after mitigating measures. Diageo, meanwhile, said about 25% of its business is set to be impacted by duties.
The same does not apply for beer, which relies on local production and has been flagged as an unlikely winner from brewing trade divisions. Notably, the world’s largest brewer AB InBev, as well as Dutch and Danish beermakers Heineken and Carlsberg all maintained their full-year guidance in the first quarter.
As a result, wines and spirits are potentially more exposed to brand boycotts too, with consumers more likely to swap out a particular product on political grounds in favor of a locally-made alternative.
Pivot toward premiumization
The tariff hit comes as the industry has slowed over recent years following a strong decade of growth, particularly during the Covid-19 pandemic. Locked-down consumers forked out more on alcohol in 2020 and 2021, fueling a simultaneous surge in premium brands.
“During the pandemic, not only did people drink more, they premiumized more,” Aujla said.
Spirits are often seen as an affordable luxury, especially in good economic times. But they nevertheless tend to be an occasional purchase, with many Covid-era stockpiles remaining in liquor cabinets across the world.
As economic conditions turn, however, consumers may be less inclined to cough up $100 for a good bottle, instead downtrading or opting for lower-cost ready-to-drink (RTD) alternatives.
“Spirits-based RTDs are weighing on distilled spirits growth alongside the impact of cumulative inflation,” the Jefferies note said, adding that downtrading was most visible in vodka and rum products, while demand for premium whisky, tequila and gin remained more robust.
“That [premiumization] is on pause today, given the cyclical headwinds we have in the industry,” Aujla added.
A permanent dry spell?
The drying demand comes as health and wellness trends spark a shift in consumer habits, with more people becoming “sober curious” and experimenting with lower alcohol consumption. Indeed, many drinks makers have sought to embrace that shift with new ranges of low and no alcohol products.
Meanwhile, the proliferation of weight loss drugs — and early evidence of their role in suppressing alcohol cravings — pose another potential challenge for the industry.
Nevertheless, analysts remain divided over the severity and permanence of the downturn.
“There is considerable debate over the extent to which currently anemic demand is cyclical or structural,” James Edwardes Jones, analyst at RBC Capital Markets, said in emailed comments.
Cyclical pressures refer to economic headwinds and hangover supplies from the Covid-era, while structural shifts refer to changing consumer patterns.
“It’s a bit of both, and more cyclical than structural,” Aujla said. “But when the cyclical headwinds dissipate, we think US Spirits industry growth will be 1-2% lower than the 4-5% historical growth.”
SipSource Forecasting Predicts Flattening of Declines in Key Spirits Categories Through 2026
Staff – 05/10/2025 – WSWA
New data shows 2025-2026 projections with precision modeling across all core spirits and seven major categories
SipSource today released its latest quarterly forecast update for the Spirits category, projecting rolling 12-month 9L case depletion growth rates through Q2 2026. Powered by machine learning and AI, and fueled by the industry’s most robust dataset, SipSource forecasting continues to provide unmatched visibility into the future of spirits consumption trends in the U.S.
The newest update reveals several emerging trends that signal stabilizing negative growth rates by the end of 2025, signaling a shift away from the steep and growing decline levels seen between 2022 and 2024:
• Core Spirits in total are projected to bottom out at -4.56% growth by the end of 2025 before recovering slightly to -4.09% by Q2 2026.
• The severe downward trend and negative growth rates we had seen for Rum, U.S. Whiskey, Vodka, and Brandy/Cognac are expected to largely flatten by the first half of 2026, albeit in negative territory.
• Tequila/Agave, a category that has experienced significant change in the level of increases over the past few years, is on a forecasted path to stabilization, nearing +1% rolling 12-month growth by mid-2026—buoyed especially by sustained consumer interest in premium tiers (from $20-$100).
“The flattening of negative growth curves may signal an encouraging bottoming out of trends in key categories,” said SipSource analyst Danny Brager. “While challenges remain, the data shows a clear transition period—giving producers, distributors, and retailers some reason for optimism as they plan for what’s next.”
The SipSource forecasting model, developed with strategic partner Kearney, demonstrates growing precision as newly available data is collected. Short-term forecasts made for Q1 2025 were more than 90% accurate across classes, while one-year projections made in January 2024 when first launched, have remained 80% accurate. This performance confirms SipSource’s value as the industry’s most reliable forward-looking indicator.
SipSource forecasting offers quarterly projections for depletion growth rates across seven major spirits categories and all core spirits with granularity down to class and class-price tier levels.
To reflect the potential impact of U.S. trade policy changes, some pessimistic growth scenarios have been adjusted to model anticipated market disruptions.
For more information about SipSource subscription options or to schedule a briefing, please contact Eric.Schmidt@wswa.org.
As RNDC Exits California, What’s Next For Suppliers?
Ferron Salniker – 05/10/2025 – Brewbound.com
https://www.brewbound.com/
Nosotros Tequila and Mezcal was one of the largest self-distributed brands in California before it nabbed a statewide distribution partnership with Republic National Distributing Company (RNDC) in 2022. But after RNDC shuttered its California operations last week, the agave spirits brand joins hundreds of other suppliers scrambling for a new distribution partner.
“As you can imagine, [there are] a lot of decisions ahead,” said Carlos Soto, CEO of Nosotros. “We’ll lean into our internal structure to navigate this, and make sure all of our partner restaurants, hotels, chains and bars continue to receive the top level service they’re used to when dealing with Nosotros.”
Soto’s response underscores the current-day adage that brands should rely less on distributors and more on their own teams and budgets to build their brands. But California is one of the largest wine and spirit markets in the world, and brands are now faced with a new distributor landscape upon which they’re still dependent on to scale.
While soon-to-be former RNDC suppliers plot their next move in the state, what will be the impact of the distributor’s exit on independent spirits and ready-to-drink (RTD) brands in California, and beyond?
A Shifting Hierarchy
To many industry insiders, RNDC’s exit from California was no surprise and could be a precursor to further moves.
With departures from Sazerac in late 2022 and Brown-Forman nationally last week, and Anheuser-Busch InBev’s Cutwater, Gallo’s High Noon and Tito’s in California earlier this year, the company has admitted to have looked for merger and acquisition options at least for its California business. RNDC tried to merge with competitor Breakthru Beverage in 2017, but was blocked by a Federal Trade Commission (FTC) review. According to RNDC’s CEO, the company is now “moving forward with renewed focus” and reinvesting in its other markets, such as Texas and Kentucky.
Consolidation has been a theme of distribution for over a decade: As of last year, the top 10 wholesalers held 80% of market share with the top two accounting for more than 50%, according Shanken’s April 2024 Impact Newsletter. But as the number of distributors have shrunk, the number of brands has proliferated. Craft spirits representatives, such as the American Craft Spirits Association, have partially ascribed their sector’s recent sales struggles to brands’ access to distribution.
“In the current environment you have lots of new brands seeking representation, with no place to go, and obviously what’s transpired most recently with RNDC is only going to exacerbate an already chronic situation,” said John Palatella, president and CEO of JP Brand Advisors.
However, as major suppliers scatter, we’re already seeing a bolstered mid-tier distribution. Companies such as Joshnson Brothers, Breakthru Beverage and even more craft-focused Skurnik, have expanded footprints in recent years. Regional distributors may see a boost too as suppliers take new statewide approaches to penetrating markets.
“That’s where we’ve really seen the rise of that mid-tier distribution that has a smaller book,” said Stephen Myers, president and founder of Dynamic Beverage Consultants. “Relatively speaking, they have a lot more feet on the street – and more brands, rather than doing a nationwide shotgun approach, are starting to look at that narrow and deep philosophy.”
Technology-focused distributors like LibDib and newer distributors are also now looking to fill the gap.
“This is exactly why I started my distribution company, because a lot of the big distributors are just not prepared for the amount of brands and support they are going to need across the country,” said Adam Spiegel, who recently launched a boutique spirit and import company Freebrook Imports in California. “This move leaves brands who were locked in on never-ending contracts with no KPI’s hopefully free to make better decisions moving forward.”
Changes Brewing At Beer Distributors
Here’s another shift: As ready-to-drink (RTD) spirits lead growth for the category, many spirits groups and brands are aiming to optimize their positions with beer distributors, who have been faster to embrace total beverage and are equipped with appropriate capacities.
Mallory Patton, co-founder of Saint Spritz, is among the scaling RTD brands looking for a new California partner. Saint Spritz has expanded fast, going from direct-to-consumer and Texas distribution to 40 states in six months. The company already works with a mix of distributors including Johnson Brothers, RNDC and select Molson Coors houses – one of which paved the way in Texas. Meanwhile, the wine and spirits network helped the company to scale fast and quickly launch nationally.
As category leaders like Cutwater and High Noon shift to beer distributors such as the Reyes Beverage Group, smaller brands in those books (new arrivals or otherwise) are now going to need to compete even more for attention. Patton doesn’t seem worried about possibly being an emerging brand in a larger RTD-filled house, sticking to an “all ships rise together” mantra. Plus, carrying a higher margin than most other RTDs is a “good proposition” for a distributor, she said.
With Tito’s and Brown-Forman moving to Reyes in California, the beer distributor now has an opportunity to slide deeper into spirits, but will need to expand its expertise.
“The Reyes execution, especially at retail and especially in the c-store channel is excellent, and that is the part of the allure of their business model,” said Palatella.
But what remains to be seen is what Reyes, and other beer distributors, do with spirits on-premise, particularly white tablecloth restaurants, he added.
What Account Universe Do You Want to Be In?
With key placements in California at Target, Walmart, and Total Wine, all of which Saint Spritz can fulfill warehouse direct, Patton said RNDC’s withdrawal won’t impact its business much and is in “no rush to make brash decisions” about its next partner.
For other brands looking to scale, there may be more competition now to get into, and get attention from, the remaining distributors that can service major chain accounts in a chain-driven marketplace. Some smaller distributors don’t have the “manpower” to service as many large accounts, said Daniel Lust, co-founder of advisory firm Pints LLC, putting brands in a tricky spot when it comes to scaling.
“When you’re a smaller brand, you’re going to get attention from the smaller distributors,” he said. “But once you scale to a certain volume size, then, you’re really stuck in that zone, or you’ve got to move to a bigger house to continue to grow.”
The challenge for suppliers is to then build a partnership with a distributor that is servicing the right “universe of accounts,” as Palatella calls it, and has the brands that are must-haves for those accounts.
Another factor to keep in mind: With mergers and acquisitions part and parcel of the distribution business, brands need to have a pivot plan if they end up in the acquired or acquiring house, added Lust.
“Are you going to go with that larger acquirer or do you have contract stipulations that you can move and assign your distribution rights elsewhere?” he said.
Brown-Forman CEO bets on Gin Mare and Diplomático
Staff – 05/10/2025 – The Spirits Business
https://www.thespiritsbusiness.com/
As its Tequila sales slip, Brown-Forman CEO Lawson Whiting believes Gin Mare and Diplomático could be key to driving long-term growth.
Last week, Brown-Forman reported organic full-year revenue growth of 1% despite a decline in its fourth quarter and struggling Tequila sales.
During a conference call on 5 June for the group’s full-year results ending 30 April 2025, Whiting noted the growth potential of newer additions to the firm’s portfolio.
Despite experiencing a slower than expected start, Brown-Forman believes Gin Mare will generate long-term growth for the group.
Gin Mare’s organic sales rose by 1%, led by Spain, Germany and France, but were offset by a decline in the brand’s biggest market, Italy.
Whiting explained this decline coincided with the company’s transition to its own distribution in Italy, beginning on 1 May 2025.
The CEO also noted a US$47 million non-cash impairment charge for Gin Mare and a reduction in the brand’s contingent consideration liability of US$43m.
Whiting said: “The impairment and liability reduction reflect a decline in our financial forecast assumptions due to the more challenging macroeconomic environment in Europe, where the brand has a strong presence.
“While the brand had a slower start than we had planned, we continue to expect that Gin Mare will contribute long-term growth to our portfolio of brands.”
Brown-Forman agreed to acquire Gin Mare in September 2022, joining Fords Gin in the group’s portfolio.
Diplomático rum, which sits within the firm’s ‘rest of portfolio’, reported double-digit organic sales growth for the full year.
Whiting said Diplomático’s growth was driven by France, Germany and travel retail.
“Within the super-premium-and-above price tier, Diplomático is the world’s third largest rum by value globally sold in over 100 countries,” he said.
He expects the rum brand to continue to be a “meaningful growth contributor over the long term”.
Venezuelan brand Diplomático was purchased by Brown-Forman in January 2023 as the group’s first rum.
New flavours for Jack Daniel’s and New Mix
In terms of innovation, the group revealed plans to launch Jack Daniel’s Tennessee Blackberry later this summer, which Whiting described as a “globally recognised, well-established flavour trend”.
“In consumer testing, Jack Daniel’s Tennessee Blackberry had high consumer appeal resonating with a broad audience,” he noted. “We’ve been strategic and purposeful with our innovation using consumer insights and trends to give consumers the opportunity to explore and discover within the Jack Daniel’s family.”
The group’s whiskey sales were up by 1%, with increases across all Jack Daniel’s products except Tennessee Fire (down 2%).
The core Jack Daniel’s whiskey rose by 1%, while Jack Daniel’s Tennessee Honey was up 2% and the apple-flavoured whiskey increased by 3%.
One of the strongest performers for Brown-Forman’s fiscal 2025 was Tequila-based ready-to-drink brand New Mix, which soared by 13%. Its growth was led by increased distribution, and a ‘steady pricing and promotional strategy’.
Whiting noted that the brand surpassed 11m nine-litre cases and continued to gain market share in Mexico. Data from the latest Brand Champions report showed an 8.4% increase to 10.9m cases in 2024.
The company is planning two new products for New Mix, Paloma and Cantarito, which will launch in key US states later this summer.
Regarding the Tequila portfolio, which was down by 12%, Whiting noted that the group’s brands (Herradura and El Jimador) “improved sequentially each quarter”.
Brown-Forman blamed the decrease for Tequila on ‘challenging macroeconomic conditions’ in Mexico and a competitive US market.
Whiting noted the prospect of growing the category outside of its two key markets: “IWSR projects the Tequila category will reach almost US$20 billion in retail value in the next five years with almost half the growth coming from outside the US and Mexico. We continue to ensure that El Jimador and Herradura are well positioned to capitalise on the growth.”
Regarding the pricing outlook for Tequila, Whiting told conference participants: “It’s not like the bottom is falling out, but I think we all accepted that you were going to see some pressure on Tequila pricing given the direction of the cost of agave. I don’t want to say pleasantly surprised, but I guess I am a little bit that the pricing environment has stayed where it is.”
Fiscal 2025 ‘year unlike any other’
Whiting described fiscal 2025 as a “year unlike any other” in the past three decades.
“I’m often reminded that this great company has existed for more than a century and half, and has faced many uncertainties and unknowns,” he said. “During these times, we remain focused on the long term and leverage our greatest strengths, our people and our brands. This has enabled us to deliver positive organic net sales and operating income growth in fiscal 25, which we believe is at the top of our industry.”
He added: “Despite headwinds, we believe that we have tremendous opportunities for long-term growth.”
Brown-Forman also noted that costs from its recent restructuring programme (which includes the 12% workforce reduction and cooperage closure) are expected to deliver US$70m to US$80m in annualised savings.
Brown-Forman recently sold its Louisville-based cooperage to Independent Stave Company for US$13.66m.
While sales in the US and the group’s ‘development international markets’ declined, emerging markets managed to post a 9% increase.
This was driven by a 43% increase in Turkey and a sales boost of 19% in Brazil, bolstered by Jack Daniel’s.
Leanne Cunningham, executive vice-president and chief financial officer, Brown-Forman told investors during the call: “The sustained growth of the premium whiskey category positively impacted our business in these markets, along with Brazil, which benefitted from our geographic expansion strategy and the launch of an additional package size for Jack Daniel’s Tennessee Whiskey.”
Opportunity for small formats
Whiting pointed out an opportunity for smaller formats, citing Nielsen US data for the last 12 months, where “80% of the dollar growth in spirits has been through the 375ml and the 50ml” formats.
“That’s unusual to say the least,” he noted. “And I think it goes further to talk about cyclical challenges of a consumer who’s pinched and just goes to the store with a US$10 bill instead of US$20, and then they get the smaller size.”
He added: “So I think that is a sign, and call it an opportunity too, that we need to get better at getting our small sizes out there and everyone, particularly in the US, is very aware of that, and they’re going for it.”
Whiting reiterated that the company views the declines in the industry as cyclical, rather than structural.
On this debate, he said there has not been a lot of newness to add to the conversation.
“It’s the same big three, the GLP-1s, the cannabis and Gen Z, and we’ve been saying that for 1.5 years now,” he told investors. “And I know on the sell side that the world seems to be a little bit split on the extent of the pressure that it’s putting on our category. We’d be naive if we didn’t say that there isn’t some pressure coming from those.
“But I still would argue that it is the consumer and their wallet just doesn’t have as much money in it. You’re right, they’re spending money on things like vacations and lodging and other things like that. But then when it trickles down and they go to the grocery store, I think in some cases, spirits has fallen out of the basket a little bit. And that isn’t, obviously, great.
“But on the tailwind side of things, there are some things that are doing well. Spirits continues to take share from beer and wine. So that dynamic hasn’t changed.”
Cunningham also noted that the firm expects “depletion-based trends in the US and developed international markets to remain similar to fiscal 2025 with the exception of Canada, where American spirit products largely remain off the shelf, partially offset by continued growth in our emerging markets”.
Regarding its recent decision to shake up its US route to market, where it has new partners in 13 markets, the company will gain “incremental dedicated headcount”.
“While these transitions will likely cause some disruption and volatility in the first half of this fiscal year, we believe they will unlock future growth,” said Cunningham. “These decisions were taken with great thought and care, and we believe they will bring tremendous opportunity for growth in the years and decades to come.”
Selfridges x Salford Rum: A limited edition collaboration celebrating local craft and luxury
Natalie Dixon – 05/10/2025 – Scotsman.com
Selfridges x Salford Rum: A limited edition collaboration celebrating local craft and luxury | Selfridges
This article contains affiliate links. We may earn a small commission on items purchased through this article, but that does not affect our editorial judgement.
The limited edition Salford Rum bottle is a true collector’s item that everyone will be wanting to get their hands on.
Two icons of their respective worlds, Manchester’s beloved Salford Rum and the prestigious luxury retailer Selfridges have joined forces for a bold and flavourful new release: a limited edition Salford Rum Pineapple Spiced Rum £41.99 is presented in an eye-catching Selfridges Pantone 109 yellow bottle.
Available exclusively in all Selfridges stores from June 11. This vibrant bottle of sunshine promises not only a premium sipping experience but also a deeper story of community, creativity, and collaboration. The Selfridges Edition Pineapple Spiced Rum is expected to be a fast-seller. Fans who don't want to miss out can join the waitlist to secure a bottle of what is sure to become a collector’s item.
Salford Rum Pineapple Spiced Rum
Available for £41.99
Selfridges x Salford Rum Pineapple Spiced Rum | Selfridges
Salford Rum took to Facebook to share a heartfelt post about the collaboration, which read: “Soon after we launched in August 2018, we received a DM from one of the Selfridges team who’d tried our Original Spiced at a local makers market – they thought our product had potential for a listing... We sent samples to head office and crossed our fingers. Two months later, our first ever retail order landed.
“Selfridges were the first big business to back us and it’s probably the moment we realised we had a ‘proper’ business. So we’re beyond excited to reveal this exclusive limited edition collaboration Selfridges Edition Pineapple Spiced Rum.”
The Selfridges x Salford Rum Pineapple Spiced Rum is limited edition, and with anticipation already high, it won’t stay on shelves for long. Whether you’re a collector, a cocktail lover, or a proud supporter of Northern craft, this is one bottle worth getting your hands on. Join the waitlist here and be ready for the official launch June 11.
Can’t wait till then? You can head over to the Selfridges website to shop the Salford Rum range including the Rum Cream Liqueur, Honey Rum and Coffee Rum flavours - prices start form £39.99.
Butlin’s just opened its biggest-ever Soft Play – and your kids will go wild
Looking for a family getaway that delivers maximum kid-energy burn-off and a bit of peace for the grown-ups? 🎉 Butlin’s has just opened its biggest-ever Soft Play centre – and it’s a whopper. 🧸 Four storeys tall, 3,000 square feet wide, and filled with colourful themed zones inspired by the Skyline Gang – it’s all included in the price of your day pass or break.
What’s Cooking: Cocktail hunting with Ko Hana Rum, Monkeypod
Annalisa Burgos – 05/09/2025 – Hawaii News Now
A fun way for you to drink local and discover some of Oahu's hidden gems and delicious cocktail creations at the islandʻs best bars and restaurants.
HONOLULU (HawaiiNewsNow) - There’s a fun way to support local farming while discovering creative cocktails at Oahu’s best bars and restaurants.
Ko Hana rum distillery in Kunia is hosting a “Lost + Found” treasure hunt where diners can collect stamps from participating eateries and trade in a card with five stamps for a free t-shirt or other swag, or ten stamps for swag and entry into a grand prize drawing.
Ko Hana’s brand manager Tiffany Tubon, and Monkeypod Kitchen Ko Olina’s Executive Sous Chef John Fukui and Bar Manager Mark Quiocho joined HNN’s Sunrise to showcase some dishes and cocktails from their treasure hunt menu using Ko Hana rum.
Treasure hunters can turn in their completed cards to the Ko Hana rum distillery at 92-1770 Kunia Rd. #227. The farm offers various guided tours and tastings daily from 10:30 a.m. - 5 p.m. Visit the sugarcane garden, fields, barrel house and distillery. The tasting bar offers a classic rum or cocktail flight to compare four different expressions side by side. You can also learn how heirloom Hawaiian sugarcane is cultivated to craft one of the world’s finest rums.
Quiocho created the “Tongue Thaiʻd Milk Punch” made with Ko Hana Kea, ginger liquor, Thai tea, pineapple, house made lychee puree, and angostura bitters. The second cocktail called “The Lolo” is like a banana lumpia daiquiri, made with Ko Hana Kea, jackfruit juice, banana simple syrup, gran marnier, and banana liqueur.
To pair with the cocktails, Chef Fukui prepared taro ravioli, made with local taro, chevre, watercress, and chili garlic oil. The banana cream pie features Laie Vanilla cream, local apple bananas, caramel and a homemade pie crust.
For more information, visit kohanarum.com and monkeypodkitchen.com or follow them on Instagram.
Nusa Caña strengthens UK presence
Staff Writer – 05/10/2025 – The Spirits Business
https://www.thespiritsbusiness.com/2025/06/nusa-cana-strengthens-uk-presence/
Indonesian rum brand Nusa Caña has boosted its UK presence through a distribution partnership with Stock Spirits.
Nusa Caña has partnered with Stock Spirits to expand its international distribution, starting with the UK in the coming weeks.
The brand is available in more than 20 countries, including the US through Mexcor International.
Nusa Caña made its debut in Bali in 2016 and is the second biggest-selling rum brand in Indonesia. It is also the fifth top-selling rum brand in Greece, which has become a major market for the brand over the last four years.
The new Nusa Caña Coconut Island Rum will be distributed in the UK through The Drinks Company, which was acquired by Stock Spirits in April 2025.
It is hoped that the brand will replicate the success of Stock Spirits-owned Sierra Tequila in the UK, where it is the category leader in the off-trade.
Global brand ambassador Dré Masso led the development of the brand’s new coconut-flavoured rum, which has been blended and infused with all-natural young coconut flavours.
The resulting liquid is said to have an exotic coconut taste that is well-suited to tropical cocktails and long drinks.
Nusa Caña has recently undergone a brand refresh to enhance the story behind the rum and reflect the essence and lifestyle of Bali, the brand’s spiritual home.
With a new website and fresh new brand assets, Nusa Caña aims to appeal to a younger demographic looking for an innovative rum with an authentic origin story. The brand hopes to attract drinkers through its links to Bali, one of the world’s most popular holiday destinations, and through Indonesia’s rich heritage of native sugarcane and exotic spices.
Co-founder and managing director Marc Rodrigues said: “We’re incredibly excited about our partnership with Stock Spirits and the opportunity it brings for the brand to grow in the UK as well as globally.
“We created Nusa Caña to bring the bold spirit of Indonesia’s forgotten rum back to life, weaving the duality of tradition and adventure, and we’re looking forward to seeing sales in the UK grow in line with our successes in other areas of the world.”
The Nusa Caña range includes four rums: Tropical Island Rum, Spiced Rum, Dark Rum and the new Coconut Island Rum.
For enquiries about the brand, contact marc@nusacana.com.
Beer, Spirits, & Wine – Packaged Imports Grow +7% By Value L12M through April 2025, Packaged Exports Grow +9%
Staff – 05/06/2025 – BW166
Total Beverage Alcohol:
• Total beverage alcohol imports (including bulk and packaged) grew +6% by value over the last twelve months and declined -2% by value over the last three months. 44% of all imported beverage alcohol by value came from Mexico over the last twelve months.
• Total beverage alcohol exports (included bulk and packaged) grew +9% by value over the last twelve months and declined -13% by value over the last three months. 15% of all exported beverage alcohol by value went to Canada over the last twelve months.
Each of the bw166 Import and Export Reports (for Beer, Spirits, and Wine) enable tracking Beverage Alcohol imports and exports on a monthly basis for volume, value in USD, and value in local currency for all major trading countries.
Beer:
• Imported beer declined 0% by volume and grew +4% by value over the last twelve months. Over the last three months, imports declined -8% by volume and declined -7% by value. 84% of imported beer by value comes from Mexico.
• Exported beer declined -14% by volume and grew +3% by value over the last twelve months. Over the last three months, exports declined -11% by volume and declined -6% by value. 20% of exported beer by value goes to Honduras.
For more details regarding imported and exported beer across all countries, subscribe to the bw166 Beer – Imports and Exports report.
Spirits:
• Imported packaged spirits for the last twelve months grew +4% by volume and grew +7% by value. Over the last three months, volumes grew +8% and declined -6% by value.
• Imported bulk spirits for the last twelve months grew +10% by volume and declined -5% by value. Over the last three months, volumes grew +15% and declined -14% by value.
• 48% of all imported packaged spirits by value arrived from Mexico while 41% of all imported bulk spirits by value arrived from Mexico.
• Exported packaged spirits for the last twelve months grew +33% by volume and grew +32% by value. Over the last three months, volumes grew +4% and grew +2% by value.
• Exported bulk spirits for the last twelve months grew +0% by volume and declined -2% by value. Over the last three months, volumes grew +4% and declined -17% by value.
• 16% of all exported packaged spirits by value is destined for Netherlands while 32% of all exported bulk spirits by value is destined for Netherlands.
For more details regarding imported and exported spirits including detailed category breakdowns across all countries, subscribe to the bw166 Spirits – Imports and Exports report.
Wine:
• Imported packaged wine for the last twelve months grew +10% by volume and grew +9% by value. Over the last three months, volumes grew +7% and grew +11% by value.
• Imported bulk wine for the last twelve months declined -20% by volume and declined -27% by value. Over the last three months, volumes declined -12% and declined -12% by value.
• 37% of all imported packaged wine by value arrived from France while 34% of all imported bulk wine by value arrived from New Zealand.
• Exported packaged wine for the last twelve months declined -16% by volume and declined -17% by value. Over the last three months, volumes declined -39% and declined -40% by value.
• Exported bulk wine for the last twelve months grew +78% by volume and grew +72% by value. Over the last three months, volumes grew +51% and grew +32% by value.
• 37% of all exported packaged wine by value is destined for Canada while 52% of all exported bulk wine by value is destined for United Kingdom.
For more details regarding imported and exported wine including detailed category breakdowns across all countries, subscribe to the bw166 Wine – Imports and Exports report.
Gen Z is into 'zebra striping,' but it has nothing to do with the black-and-white animals
Staff – 05/03/2025 – Restaurant Business Online
https://www.restaurantbusinessonline.com/
The term is the latest way to describe moderating alcohol intake during a night out at a restaurant or bar.
Gen Z is changing the bar business, and one of the latest ways they’re doing it is by “zebra striping.”
It’s a new term for a tried-and true way to moderate drinking—alternating between alcohol and non-alcohol choices during a night out at a restaurant or bar. It gets its name from the alternating black and white pattern of a zebra’s stripes. And with the surge in zero-proof cocktails, spirits, wines and beers on drinks lists, the practice is easier and more enjoyable to follow than ever before.
Gen Z has latched on to the trendy lingo and is drinking less than previous generations, finds IWSR, a global leader in beverage alcohol data and insights. But they are not the only mindful drinkers who are adopting zebra striping. Across major markets, 48% of alcohol drinkers are actively choosing to drink less, IWSR research shows, and that figure rises to 68% among those who use no- and low-alcohol products.
According to Ignite consumer data from Restaurant Business sister brand Technomic, among recent guests who ordered an adult beverage, 30% reported also ordering a nonalcohol drink from the bar—significantly higher than the overall average of 16%.
Aside from health and wellness reasons, affordability also factors into the trend, reports Technomic. Alcohol-free mocktails, wines and beers are usually a little cheaper than their boozy counterparts. And for customers who switch it up with a branded soft drink, sparkling water or free tap water, the savings can be even greater.
In fact, younger consumers put more importance on the nonalcoholic drink selection than beverage alcohol variety when choosing a casual-dining restaurant: 69% vs. 53% for the 18-34 age group, Technomic data shows. The same priorities hold true for older consumers as well.
While Gen Z tends to opt for zebra striping at night, brunch and happy hours are showing some traction too. The dayparts most likely to see diners pairing an adult beverage with a nonalcohol beverage are breakfast/brunch occasions and lunch/afternoon snack visits.
"Gen Z and younger millennials are most likely to engage in both alcohol and nonalcohol bar drinks during the same restaurant occasion—to a significant degree—and mocktails/alcohol-free cocktails are the top item paired with beverage alcohol," said Robert Byrne, senior director, consumer research at Technomic. "Everything is expensive in the current inflationary environment, but that is likely a small part of the reason behind the trend. I would suggest it is a combination of increased interest in moderation as an important component of an overall healthy lifestyle and experience-seeking behavior."
So how can operators make money—rather than lose dollars—as a result of the trend?
• Shake up the drinks list. Create a drinks menu with a wide variety of nonalcoholic beverages that go beyond soft drinks and fizzy water, or worse yet—tap water. Mocktails that are close in flavor profile and presentation to the original cocktails can spur consumers to alternate between the two; a Negroni with a Phony Negroni, for example. High quality zero-proof spirits, fresh garnishes and appropriate glassware all upsell alcohol-free drinks.
• Span the dayparts. Brunch, lunch and happy hour are opportunities to provide zebra striping promotions. Offer half-price deals on cocktails like mimosas and bloody Mary’s to those who order a mocktail or hand-pressed juice. Pair both spirited and non-alcoholic drinks with bar bites at happy hour or sandwiches/entrees at lunch for a food and beverage package with a time limit.
• Take flight. Diners are familiar with beer and wine flights, so about a mix of their favorite adult beverages and one nonalcohol beverage to try? Pairing a beer with an N/A beer would not only capitalize on the current trend but offer a unique experience for consumers interested in exploring alcohol-free drink options, said Byrne.
ROTH - CRLBF: 1Q'25 and Guide Tempered, Sitting on 3-Year Record Cash Balance
Staff – 05/04/2025 – ROTH
Cresco reported a tempered 1Q, with gross/AEBITDA margins of 47.4%/21.9% below consensus of 49.5%/22.6% on under-utilized capacity in core markets and outsized pricing pressure. Guidance was tempered on the IL transition of its seed-to-sale software, which should impact 2025 revenue and margins given Cresco's mix from the state. With ~$159mn in cash (a three-year high), Cresco remains well-positioned to capitalize on the ongoing industry weakness to expand and fill gaps in its portfolio. Maintain Buy, $2.00 PT.
1Q'25 results: Revenue of $165.8mn (cons $164.7mn) was down 5.8% q/q and 10.1% y/y, noting ongoing price compression, wholesale rationalization and retail cannibalization. Gross margins of 47.4% (49.3% adjusted) were down 40 bps q/q and 260 bps y/y, driven by underutilization and price pressure. Opex was up 3.2% y/y at $65.0mn, flat q/q, which helped mitigate AEBITDA weakness ($36.2mn vs. cons $35.5mn, a 21.9% margin), down 12.7% q/q and 31.8% y/y. OCF of $30mn and FCF of $25mn implies a ~$20mn annual capex rate, which should be directed toward retail openings in OH and cultivation additions in PA.
Weak guidance on IL seed-to-sale transition: 2Q sales guidance for a LSD q/q decline in sales and sequential margin pressure comes from one-time impacts from IL's seed-to-sale transition, which has led to retailers working through legacy inventory in hopes of simplifying future purchasing processes. 2H'25 guidance was also tempered on expected price compression.
Geographic exposure disproportionately weighing: While Cresco maintained the leading share position in IL, MA, and PA, these three markets have also experienced some of the most significant price compression in the U.S., as hundreds of new licenses and cultivation supply came online. This, coupled with wholesale rationalization (as seen across the industry), should weigh on 2H25 revenue.
New numbers and model: We estimate 2Q25 sales/AEBITDA of $162.2mn/$33.2mn, from $169.5mn/$38.2mn, leading to 2025 sales/AEBITDA of $660.1mn/$139.8mn (21.2% margin), from $687.4mn/$164.4mn. We estimate $664.4mn in 2026 sales (~0.7% y/y growth), leading to AEBITDA of $147.8mn (22.2% margin).
Outlook: While near-term margin headwinds remain, Cresco still has 1) the leading position in three key markets worth an estimated $5.4B in 2025 (BDSA), and 2) leading share on a product level (#2 in concentrates and flower, #4 in vapes and #5 in edibles per BDSA). This helps offset the exposure within the difficult markets and allows for a tempered 2025 outlook.
Diageo: CFO fireside highlights organizational and commercial opportunities to enhance performance; Latest thoughts on U.S. Spirits category
Staff – 05/05/2025 – Evercore ISI
CFO Nik Jhangiani, in what was one of the more incremental presentations of the week, provided more color on how he is reshaping Diageo’s business, including changes to A&P, greater focus on $ profit, and FCF/leverage considerations. He also touched on recent trends in the U.S. market and how the company is thinking about structural vs. macro headwinds.
Please see our key takeaways below:
▪ Improving visibility and commercial execution to achieve greater penetration of brands
➢ Helps across both on and off premise given how crowded the Spirits space is
➢ Also focusing on how to improve RGM, with additional sizes and price points
o Want to develop centralized capabilities, while also allowing for local decisions
▪ U.S. weakness “largely driven” by macroeconomic environment and “de-stocking cycle;”
Hard to measure how structural issues could be impacting demand but seems limited so far
➢ While tariffs have impacted some stocking into the U.S., inventory dynamics are “largely”
behind them
➢ Structural vs. macro is biggest question that keeps Nik up at night – not enough data one way or another to say that there aren’t any structural issues
o Cannabis: Not having much of an impact to-date; Seeing some element of co_consumption but some noise with THC, hemp-derived beverages
o GLP-1s: From data so far, with ~12M people having used them, DEO not seeing a significant reduction to Spirits but some indications from anecdotal research that people drinking large amounts of Beer may reduce consumption
o Gen Z: “Definitely drinking better not more” and “coming into Spirits earlier” than millennials, e.g., drinking less but more premium
• Early research shows that consumers are substituting to functional beverages, soft drinks, or other products, such as milk
o Opportunity for Diageo within the functional space
• If consumers shift within alcohol, they look to RTDs to help limit ABV and calories, smaller formats for portion control, premiumizing, non-alc, and lower ABV products
o For moderation, Diageo needs to focus on how to address these spaces where Diageo has the “right to win”
▪ As part of ~$500M Accelerate Program – goal of cost savings is to bring “simplicity” and “rigor” to the business, allowing for more investment. For example, DEO has opportunity to generate cost savings from better managing A&P spend; Goal to bring down mix of non_working spend from 20% to 10%
➢ 80% of A&P spend working, such as POS materials
o Has been outpacing sales growth; Multi-year journey to better leverage and reduce spend
o Optimize spend to maximize impact
o Aligning incentives to better drive higher ROI spend
➢ 20% of A&P is development costs, e.g., non-working – opportunity to bring down via AI
o Co-creation between local markets and global teams to better leverage scale
o For example, markets that each want to push the same brand can work together to create one campaign vs. duplicating the work
▪ Commitment to deliver ~$3M of FCF p.a. from FY26, which will be aided by capex coming down from ~7% of sales level over the past few years; FCF guidance is a floor
➢ Higher capex budgeted to support 5-7% top-line algo; Doesn’t make sense to stop things that are mid-stream but opportunity to limit spend on new projects
o Not just about procurement savings, also about efficiency of use of asset base
o Expecting capex to come back toward 5-6%
➢ Guinness growth is very attractive, with lower capex more focused on Spirits, while maintaining spend on Guinness to ensure capacity is there given the brand’s strength
➢ Looking at “maturing liquid with a different lens,” which is a complicated process given the pre-planning required and blends needed
o Moving away from historical basis of assuming historical growth will be same as future growth
o While DEO doesn’t want to be out of stock, there is a better approach to managing liquid to provide more flexibility
▪ Targeting net leverage within 2.5-3.0x no later than FY28, which could be partially driven by “substantial” divestments
➢ Looking to make sure current brands fit with strategic goals and are free cash flow target
➢ Specific brands could be more valuable to other companies
➢ No timeline or size goals – Nik underscored that process would be dynamic and flexible
▪ Discussing with Board what metrics are best to incentivize; Want to change mindset with conversation from margin % to $ profit, with prior messaging driving poor decisions
➢ Diageo has opportunities where they could play and gain $, while being margin dilutive. RTDs are an example of where Diageo didn’t focus but should going forward
o RTDs are a recruitment tool and help with convenience as well as moderation
o Helps build brand equity as well
▪ Upbeat on India opportunity; Expanding occasions
➢ Local brands and larger brands both have huge runways in the country
Beach Bum Rum refreshes packaging
Miona Madsen – 05/05/2025 – The Spirits Business
https://www.thespiritsbusiness.com/2025/06/beach-bum-rum-refreshes-packaging/
Mauritian rum brand Beach Bum has unveiled a new bottle design to reflect its craft roots and island heritage.
The new bottle design is said to mark ‘a significant step forward in the brand’s evolution, reinforcing its commitment to sustainability, craftsmanship, and its Mauritian roots’.
Encasing the brand’s gold and silver expressions, the redesigned bottles feature a bespoke glass mould, which is a first for the brand.
The new shape aims to enhance Beach Bum Rum’s shelf presence and lend a distinctive identity to its caramelised molasses sugars, coconut, and vanilla recipe.
In line with the brand’s commitment to sustainability, the updated labels are printed on paper made from 95% recycled sugarcane fibre. The labels honour the island’s sugarcane heritage and reflect Beach Bum’s ongoing dedication to eco-friendly practices.
The new label designs maintain the rum’s illustrative style, drawing inspiration from Mauritius’s landscapes and ‘vacation vibes’.
The bottles are capped with a new cork, depicting a map of the island.
David Adamson, CEO of Beach Bum Beverages, said: “This new packaging further tells the story of where we come from, how we craft, and who we are. It’s more than a visual upgrade – it’s a celebration of Mauritius and a reflection of the premium quality we’ve always delivered.”
Beach Bum will roll out its new packaging across key markets this summer.
The launch will be supported by a refreshed brand campaign targeting craft spirits aficionados, bartenders, and retailers.
Earlier this year, Beach Bum Rum partnered with distributor Taster Wine Vertriebs to expand its presence into the northern Germany-Denmark border region.
Timeless Spirits sues Bacardi over trademark
Nicola Carruthers – 05/05/2025 – The Spirits Business
US-based vodka maker Timeless Spirits has filed a lawsuit against Bacardi, alleging that it infringed on its ‘Moments Matter, Make Them Timeless’ trademark.
Timeless Spirits and Drinks filed a complaint against Grey Goose owner Bacardi in the US District Court for the Southern District of Texas, Houston Division, earlier this week.
The lawsuit alleges trademark infringement, unfair competition and trademark dilution.
Founded in 2019 by Amber Ferrell-Steele, Texas-based Timeless Spirits has owned the trademark ‘Timeless Vodka Moments Matter, Make Them Timeless’ since November 2020.
The slogan has been used since 2019 to market ultra-premium brand Timeless Vodka and appears on its bottle.
In 2021, Bacardi filed a trademark application for the slogan ‘Make Moments Matter’ for use on alcoholic beverages, including vodka.
In response, Timeless sent a cease-and-desist letter to Bacardi in July 2022 to highlight the similarity with its registered trademark.
In November 2022, Timeless filed an opposition to Bacardi’s trademark application over its likelihood to cause confusion. Bacardi then withdrew its application in 2023.
Bacardi refuses grant
According to the lawsuit, Ferrell-Steele applied for a grant in 2020 from Bacardi’s Backing the B.A.R programme, which sponsored Black-owned spirits businesses.
She claims that her grant application, which significantly featured the slogan, was denied by Bacardi. The application featured a video where Ferrell-Steele expressed the importance of the ‘Moments Matter’ slogan to her brand.
Ferrell-Steele alleges that Bacardi has been prominently using her trademark across its own marketing.
The lawsuit noted one example of its use in November 2021, when Bacardi launched a digital holiday catalogue and, in an article from ForeverBermuda.com, a spokesperson said: “We make moments matter when we surprise and delight our friends and family with a thoughtful gift.”
Another article featured a quote from Bacardi chief financial officer Tony Latham, who said: “As 2022 brings new perspective, people are coming together with a strong desire to ‘make moments matter’.”
Despite Bacardi withdrawing its trademark application, Timeless alleges that Bacardi continues to use the phrase across its social media marketing and on its website.
Since its launch, Timeless Vodka is said to have sold more than 26,000 bottles, which are available across stores in Texas, throughout the US and from the brand’s website.
The company argues that there is a likelihood of consumer confusion because both the registered mark and Bacardi’s use of the phrase are similar due to the words ‘moments matter’.
The lawsuit also pointed out that both companies operate in the spirits industry, and Timeless and Bacardi’s products are sold in the same stores.
Timeless believes that consumers may falsely sense that its business is linked with Bacardi through source, sponsorship or affiliation.
As such, Timeless feels that Bacardi’s use of the trademark could cause ‘irreparable damage’ to its business, including the loss of sales.
Timeless Spirits is seeking monetary relief and an order to prevent Bacardi from using the slogan.
The Spirits Business has approached Bacardi for comment.
Bacardi is the largest privately held international spirits company with a portfolio that includes Dewar’s whisky, Patrón Tequila, Bombay Sapphire gin and Martini vermouth.
IWSR becomes part of WGSN, bringing beverage alcohol data analytics and business intelligence to the global market-leader in trend forecasting
Staff – 05/06/2025 – IWSR
IWSR has been acquired by WGSN, the world’s leading consumer trend forecaster, from Bowmark Capital, the mid-market private equity firm that has owned IWSR since 2021. This marks a transformative milestone in IWSR’s journey as the global authority on beverage alcohol data and insights.
This acquisition supports WGSN’s strategy to expand its market-leading trend forecasting capabilities, AI, data analytics and insights across a broad range of consumer industries. Backed by investment from funds advised by Apax Partners LLP, WGSN signalled its ambition with the launch of its Food & Drink platform in 2020. The acquisition of IWSR is a decisive step in providing a holistic solution in this space.
For over 50 years, IWSR has been the trusted partner for the $1.2 trillion global beverage alcohol industry. Today, it serves 250+ blue-chip clients across 160+ countries, combining proprietary market data with consumer insights and analytics to power strategic decision-making.
Since Bowmark’s acquisition, IWSR has tripled its revenue and profits while expanding its suite of data and insight products across all major geographies, categories, and sales channels. IWSR’s advanced multi-functional technology platform now delivers unprecedented intelligence that spans the entire beverage alcohol ecosystem.
With WGSN’s support, IWSR will be able to accelerate its new product development and growth into long-range consumer forecasting, which has been identified as a valuable opportunity for the brand.
Julie Harris, CEO of IWSR, commented: “This is a major milestone for IWSR and a testament to the enduring value that our data and insights bring to our client base, as well as the progress we’ve made over the past few years. We are deeply grateful for Bowmark’s support and expertise, which was pivotal in enabling us to launch new products and deliver on our growth objectives, helping us to further cement IWSR as the leading provider of data and insights to the global beverage alcohol industry. Now we look forward to building on that foundation and accelerating our next phase of growth with the support and scale of WGSN.”
Carla Buzasi, CEO of WGSN, said: “We are delighted to be able to combine the depth of data and specific market expertise that IWSR possesses with WGSN’s proven trend forecasting capabilities, which have been guiding the world’s biggest brands for almost 30 years. We believe that this move marks an important watershed for both WGSN and the food and beverage industry as a whole, as it illustrates the transformative power unleashed when data science and human expertise are combined.”
Fiona McCormick, partner at Bowmark, commented: “Since 2021, we have supported the IWSR team in accelerating the company’s growth through product innovation, investment in technology and enhancement of its client proposition. With the expertise and reach of WGSN, IWSR is now ideally positioned to capitalise on its unique position in a dynamic market, delivering further value to its customers.”
Mark Sykes, Principal at Apax, added: “IWSR and WGSN are highly complementary businesses, with strong synergies and cross-selling opportunities that will enhance their combined client offering. Congratulations to Carla, Julie, and their teams on reaching this important milestone and we look forward to supporting the continued success of the expanded group.”
Financial terms were not disclosed.
Bowmark was advised by Raymond James (M&A); Stephenson Harwood (Legal); BCG (Commercial); and Deloitte (Financial, Tax and Technology).
WGSN was advised by Arma Partners (M&A); Kirkland & Ellis (Legal); Plural Strategy (Commercial); Crosslake (Technology); and EY (Financial and Tax).
IWSR was advised by Jamieson (M&A) and Simmons & Simmons (Legal).
Until the next newsletter!
Federico Hernández - The Rum Lab
