Behind Reyes' Role in RNDC Leaving CA + Fever-Tree: U.S. Tariffs Present No Headwinds
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June 6, 2025

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The Takeaway Header

Spirits Brands Score Big with Sports Partnerships

Spirits brands are increasingly investing in sports sponsorships, with alcoholic beverage companies contributing $480 million across major U.S. leagues in 2022-2023. Brand sponsorships within major pro sports grew 56% year-over-year, driven by consumer demand for premium experiences.


Notable partnerships include Grey Goose's 19-year US Open tennis relationship (generating $12.4 million with its Honey Deuce cocktail sales in 2024), Diageo's NFL sponsorship, and Hennessy's NBA partnership. Beyond major leagues, brands are also targeting more niche sports: Jameson sponsors MLS soccer, Elijah Craig partners with professional golfers, and Cabo Wabo backs NASCAR. 


The sports hospitality market is projected to grow from $8.42 billion in 2021 to $21.16 billion by 2028, as "premium fans" seek elevated experiences that align with spirits brands' premiumization strategies.

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Todays Top Reads

Behind Reyes' Role in RNDC Leaving CA

Source: VinePair

 

Fever-Tree: U.S. Tariffs Present No Headwinds

Source: The Spirits Business

 

New Wine Industry Reporter Highlights Silver Linings Amid Challenges
Source: Northern California Public Media

 

‘The Younger Generation Doesn’t Think Along Appellation Lines’

Source: The Drinks Business

 

The Art of Quitting In Unstable Markets

Source: Wine Business

Bar Convent Brooklyn

Park Street University is pleased to announce the lineup for another year of its Seminars for Drinks Entrepreneurs at Bar Convent Brooklyn on June 9-11, 2025.

 

This year, our seminars will cover topics like creating an effective brand story, finding success through distribution and retail partnerships, and the state of the spirits industry with speakers from Diageo, RNDC, Teremana Tequila, and many more.

View the Full Schedule

2024 Email Assets

Rotunda Bar Debuts Seasonal Cocktails

Source: The Spirits Business

 

Budweiser Revives ‘Bring Home The Bud’ for FIFA Club World Cup 2025

Source: The Drinks Business

 

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2024 Email Assets-1

RNDC to Exit California Market by September

Source: VinePair

 

CA RNDC Withdrawal – Park Street Offers Assistance to Suppliers

Source: Park Street

 

Tequila Poised to Overtake Vodka in U.S. On-Premise

Source: CGA by NIQ

 

Alcohol Beverages & Brands Launched in May

Source: Park Street

A Sip of Insight Header

Other prominent spirits sports deals include Bushmills sponsorship of the PGA Tour and Jose Cuervo’s partnership with the Ultimate Fighting Championship (UFC).

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