The Weekly Sip: Diageo leans into luxury spirits | Cheerwine gets into the holiday spirit with ale


The Weekly Sip is Food Dive’s column focused on the latest news in the rapidly changing and growing beverage sector. From inaugural product lines to big investments and controversial topics, this column aims to quench the thirst for developments in the category.

Diageo leans into luxury portfolio

While many consumers are cutting back from their alcohol spending amid high inflation, Diageo is focusing some effort on growing some of its highest-priced products.

The company announced Diageo Luxury Group, a new division focused on brands that sell for $100 and above at retail. It will include scotch whiskys Johnnie Walker, Brora, Port Ellen and high-end wine Justerini & Brooks.

Diageo pointed to IWSR data which indicated this price tier has become the fastest-growing in the spirits market since 2020 amid growing desire for luxury items among “young, diverse” consumers. The Guinness maker’s luxury strategy will focus on boosting collaborations and innovation pipelines among its brands, the company said. It will also help manage global distillery visitor experiences, like Johnnie Walker Princes Street in Edinburgh, Scotland. 

The division will be led by Julie Bramham, who previously served as the global brand director for Johnnie Walker.

“We are privileged to hold Diageo’s finest assets in our possession – a collection of exceptional brands and talented individuals that allow us to combine heritage with a forward-thinking drive,” Bramham said in a statement. “Bringing the breadth of our luxury offering together, alongside a focus on expansion of our luxury-based experiences, has Diageo incredibly well-placed to deliver for our clients and customers.”

While best known for its iconic beer products, Diageo recognizes how lucrative luxury wine and spirits have become as high-earning consumers crave premium experiences. The category was valued at $867 billion this year by Market Research Future, and is projected to increase at a compound annual growth rate of 5.2% through 2030.

The alcohol industry is adapting to shifting trends as consumers of different walks of life demand disparate things from their beverage purchases. Earlier this year, an executive at rum maker Bacardi told Food Dive in an interview consumers want cocktails that provide variety and a small amount of luxury. Coors Light maker Molson Coors has also prioritized premium spirits like whiskey in recent years to offset losses in beer. 

Chris Casey

 

Optional Caption

Courtesy of Cheerwine

 

Cheerwine toasts to alcohol

Family-owned soda brand Cheerwine is partnering with NoDa Brewing to introduce Cheerwine Holiday Ale. The launch builds on their prior collaboration of Cheerwine Ale, which quickly became one of the top brands in NoDa’s portfolio after being introduced in 2023.

“Partnering with Cheerwine to create Holiday Ale is a great chance for two iconic North Carolina companies to come together again,” says Jacob Virgil, director of strategic development for NoDa Brewing Company. “We’re excited to introduce Cheerwine Holiday Ale to our fans and continue our commitment to crafting exceptional, locally inspired beverages.”

The beverage, with a 5.2% alcohol by volume, reportedly has Cheerwine’s classic cherry flavor combined with a hint of pineapple on an American Wheat Ale base.

Cheerwine, which was founded in 1917, has collaborated with mixologists and chefs on recipes and cocktails to highlight the versatility of its beverage. The exposure helps elevate the brand’s profile in the culinary space.

Alcohol has been a popular way for beverage companies to attract new consumers and drinking occasions to their brands. 

Coca-Cola, for example, has brought Topo Chico and Fresca into alcohol through partnerships with Molson Coors and Constellation Brands, respectively. SunnyD has launched SunnyD Vodka Seltzer, and PepsiCo and Boston Beer joined to debut a Hard Mtn Dew alcoholic offering.

Christopher Doering

 

langers craft cola

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Courtesy of Langers

 

Langers cracks open better-for-you craft cola

A juice brand is stepping into soda with an eye toward the consumers’ desire for a healthier cola alternative.

Langers announced Craft Cola and Craft Cola Zero. The standard soda contains cane sugar, while the zero sugar variety features stevia leaf extract as its sweetener. The products source their caffeine from tea.

Los Angeles-based Langers believes its product stands out from leading cola brands as it does not contain high fructose corn syrup, sodium or aspartame — which it deems “weird stuff.”

“Our dad started Langers Juice after running a small, healthy juice shop in San Diego with our mom in the 1960s. Our family wants to bring back the nostalgic, real cane sugar experience of cola without the harmful, unhealthy ingredients that have infiltrated many soda brands over time,” said Bruce Langer, the company’s president, in a press release. “We’d like people to enjoy an ice cold, fizzy can of cola with friends and know they’re drinking something clean and natural.”



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