The craft spirits industry has experienced significant growth over the past decade, particularly in the bourbon and whiskey segments. However, this expansion has led to market saturation, making it increasingly challenging for distilleries to stand out. Compounding this issue are the complexities of the three-tier distribution system and a recent slowdown in spirits sales. In this competitive landscape, cultivating authentic connections with superfans and transforming them into brand champions and organic, unpaid influencers is not just beneficial—it’s essential.

A Crowded Market: Cutting Through the Noise

With over 2,000 craft distilleries operating in the U.S., the market is more crowded than ever. This saturation makes it difficult for even high-quality products to gain visibility. Brand champions —loyal advocates who genuinely love your product— offer a powerful solution. Their authentic endorsements can significantly enhance brand credibility and awareness. According to a study by Nielsen, 90% of consumers trust recommendations from people they know, highlighting the effectiveness of word-of-mouth marketing.

Challenges in the Three-Tier System

The three-tier distribution system, which separates producers, wholesalers, and retailers, often limits distilleries' control over how their products are marketed and sold. This structure can make it challenging for smaller brands to secure shelf space and visibility. Brand champions help distilleries navigate these obstacles by creating direct consumer demand. Their grassroots efforts can lead to increased inquiries at bars and retailers, encouraging distributors to prioritize your brand.

A Shift to Premiumization 

While the spirits category has seen a decline in sales as a whole, the super-premium market is experiencing out-sized growth. According to the International Wine & Spirits Record, super premium spirits (those spirits over $30.80) have risen 6% in sales during the first 8 months of 2024.  This continued growth is critical to the success of a brand’s portfolio.This trend underscores the need to build strong, personal relationships with your brand’s audience, and maximize the investments already made in your brands. Brand champions can help sustain growth in the premiumization category by keeping your brand top of mind, even as the broader market softens.

How AnyRoad Unlocks the Power of Superfans

AnyRoad’s new bottle club program offers distilleries direct access to their biggest superfans, transforming them into active participants in your brand’s journey. Through this program, AnyRoad turns your superfans into champions and organic influencers, educating them on your brands through subscription bottle release, virtual masterclasses, and on-site distillery benefits. These offerings deepen their emotional connection to your brand, inspiring them to share their enthusiasm with others and show them various ways to enjoy and deplete their subscription bottle purchases. 

By leveraging data-driven insights and customer acquisition technologies from AnyRoad, distilleries can identify their most influential supporters and tailor engagement strategies to maximize conversion and impact. Exclusive experiences and products play an essential role in generating interest in member programs

73% of respondents felt a stronger emotional connection to brands providing exclusive offerings. This emotional bond is crucial, as customers with an emotional connection to a brand exhibit a 306% higher lifetime value

Our team is equipped and ready to make your club as low-lift as possible. Our turn-key approach supports your team every step of the way, including: 

• Design & development for a custom club experience
• Branded online checkout design for your club 
• Industry expert consultation on bottle selection, price, and strategy
• 24/7 customer service support from our concierge team 
• Logistics implementation and management through our retail network, compliant within the three-tier system 
• Ongoing account management and planning with our Customer Success team 

The Time to Act Is Now

The challenges facing the craft spirits industry are significant, but they also present opportunities for brands willing to innovate. By focusing on building a network of passionate brand ambassadors, and investing in their premium spirits portfolio, distilleries can create a powerful competitive edge. With tools like AnyRoad’s Bottle Club program, turning superfans into champions has never been easier—or more important. Crafting a loyal community isn’t just about surviving the challenges of today; it’s about ensuring your brand thrives in the years to come. 

In a world where authenticity reigns supreme, your superfans are your most valuable asset. It’s time to give them the tools they need to spread the word. Reach out today to get your club started.