If you didn't know, gin is in. Consumers are looking for premium-quality, craft liquor options with a unique flavor profile. They are interested in liquors that use non-traditional botanicals that bring a sense of place, highlighting local terroir by using regionally sourced ingredients, summarizing the basis of modern gin. The Distilled Spirits Council of the United States reports that in 2024, distillers generated nearly a billion dollars in gin sales, with the super-premium category thriving, increasing by 187% since 2019.
Provocativo has experienced 27% YOY growth as a result of increased direct-to-consumer availability in 40 states, expanded retail distribution, and on-premise partnerships.
