Our industry thrives in a zero-for-zero tariff environment. While distillers recognize the administration's efforts to address trade imbalances, the provincial bans have been especially damaging.
Chareau, a plant-based spirit made with California organic cucumber, spearmint, muskmelon, and lemon peel, then finished with fresh aloe, is the first aloe plant-based spirit made in California. It didn't arrive with a legacy distillery behind it or a celebrity check in front of it. It arrived because Helen Diaz decided that a resilient, sun-loving plant that heals things and breaks down its own barriers deserves to be taken seriously.
Bear Fight was founded in 2022 by Next Century Spirits co-CEOs Anthony Moniello and Rob Mason. They've already racked up a few big awards, including a Double Gold for their American Single Malt Whiskey at both the New York International Spirits Competition and the San Francisco World Spirits Competition (it's affordable and legitimately good stuff, particularly the single malt).
This is not an easy decision to make, but we believe it is the right one. The North American market is challenged. Our portfolio needs some time and investment to make it more competitive. At the same time, we need to invest in our business, specifically in its capacity and capability.
Brown-Forman is the largest American-owned global spirits company. It sells whiskey, bourbon, tequila, rum, gin, and more. Its crown jewel is Jack Daniel's Tennessee Whiskey, one of the most recognizable spirit brands on the planet, but the portfolio also includes Woodford Reserve, Old Forester, Herradura, el Jimador, Diplomático Rum, Gin Mare, and GlenDronach Scotch. You're looking at a company commanding an estimated 34% of the total U.S. Whiskey & Bourbon Distilleries industry revenue.
Tequila is produced exclusively in Mexico and has become a star in California's cocktail culture. More than 50 million cases of tequila were sold in the U.S. in 2023, with most of that consumed in the Golden State. And demand for tequila is growing faster than vodka, whiskey, and all other spirits combined. But this summer, several legal battles have begun which could shake up the entire industry.
