Gen Z drinkers prioritize connection and discovery over prestige.
US craft distillers fell 6.6% in 2025, with sales volume and value down for a third straight year.
Tequila brand 1800® launches a Detroit Lions–themed campaign, limited-edition bottle and merch to tap into generations of fandom.
Comedian Brittany Broski’s viral humor powers Smirnoff Ice’s Halloween campaign.
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