In the 2022 National Liquor News Industry Leaders Forum, Eveline Albarracin, Managing Director ANZPI at Brown-Forman, described her 2022 predictions.

After two years of disruption to the industry, Brown-Forman’s Managing Director for ANZPI, Eveline Albarracin, is looking forward to greener pastures in the year ahead.

“Our business will continue to adapt and evolve with the changing environment, by investing to strengthen capabilities to support evolving consumer trends and behaviours,” Albarracin told National Liquor News.

“Things that have been off the agenda for some time including, connecting with friends and families, travel, enjoying live music and events are moments we can responsibly support through our premium portfolio of brands.”

Albarracin predicts there will be growth within the on-premise again as people return to venues, but also growth in the industry as a whole, as the pandemic continues to leave a lasting impression on consumer behaviour.

“The at-home discovery of spirits and cocktails that has played out over the last two years will see newly educated and inspired drinkers looking for continued inspiration. As a result we expect to see continued demand for premium brands and experiences, with consumers willing to invest and trade up for these memorable moments,” she said.

Brown-Forman believes the growth of premiumisation alongside the drinking ‘less but better’ mindset has also been driven by the marketing of these trends and connecting them to the stories behind the brands.

“We have seen organic growth of premium brands supported by consumer demand to understand more about the stories, history and provenance of the brands they are consuming,” Albarracin explained.

The current global supply chain disruption is predicted to be a challenge while such growth continues, but Brown-Forman is working closely with all retail partners to maximise consistent supply of all products.

Outside the portfolio itself, another focus for Brown-Forman in 2022 will be its team, with Albarracin noting: “The safety of our people and partners will continue to remain the core priority for our business in 2022.”

The winners of 2021

There were a number of great successes in the Brown-Forman portfolio last year, including Jack Daniel’s being recognisesd as the world’s most valuable spirits trademark globally in the Interbrand Best Global Brand Report.

Jack Daniel’s has continued to tap into a broad range of trends, contributing to its great results in the last year. These include the ‘better for you’ trend, catered to by the new Jack Daniel’s Seltzer range, as well as No Sugar, Double Jack and American Serve offerings beyond the traditional RTD range.

While premium glass spirits like Woodford Reserve and Jack Daniel’s Single Barrel were also bright spots in 2021, light spirits were also an area of opportunity, with brands including El Jimador, Herradura and Ford’s Gin all appealing to the cocktail consumer.

“Tequila and gin remain key areas of opportunity, with tequila expected to be the breakout growth contributor in 2022. As with RTDs, the trend for ‘less but better’ will be the driving force in consumer consideration, with brands such as Herradura that deliver on taste, quality and distinctiveness well placed to attract the next generation of spirits explorers,” Albarracin said.

Finally, 2021 saw the Australian release of the Part Time Rangers RTD range, supporting a worldwide trend of sustainability and purpose. Albarracin said the brand contributes to global animal protection charities around the world, letting consumers “enjoy a delicious low calorie drink and ‘save while they sip’.

Read more from the 2022 National Liquor News Leaders Forum here.

Brydie Allen

Brydie Allen is the Editor of National Liquor News. She has been with Food and Beverage Media since 2019, when she joined the company as a journalist across National Liquor News, Bars & Clubs, The...

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