Welcome back to the BevNET spirits newsletter. Today we’re chatting with the director of Brown-Forman’s U.S. RTD arm about what’s next for the whiskey giant. 

Thanks for reading. 

-BevNET spirits editor, Ferron Salniker

Like its peers, Brown-Forman has repeatedly aimed to leverage the brand equity of its spirits into canned format, but the company is now gearing up to release more new-to-world brands, according to Mary Beth O’Mara, U.S. and Canada brand director for Brown-Forman’s RTD portfolio.

The whiskey giant is ramping up its innovation pipeline after a tumultuous year that saw merger and buyout offers from two of its competitors. 

• The additions come as RTDs are carrying much of the company’s growth. 

• Net sales for Brown-Forman’s RTD portfolio rose 20% in Q1 FY27, ending July 31, while total net sales fell 1%. 

In addition to possible new RTD brands, the company is going all in on its tequila RTDs for spring resets – expanding into variety packs and new markets. That mirrors moves from Diageo and even top independent Surfside. 

Meanwhile the company is positioning Jack & Coke, which has lagged in sales, for more “twilight zones” and tailgates, which other RTD companies are hitting hard as well.  

Read the story

• Anheuser-Busch is putting $1.5 million into its Cutwater flagship San Diego facility, as part of $5M in enhancements in its Cutwater facilities across the country. 

• Sazerac acquired Oregon’s Full Sail Brewing to expand its production capacity for its growing portfolio of ready-to-drink (RTD) offerings. Read the story.

• As RTD cocktail sales growth continues to outpace the broader industry, RTD suppliers in one state now have a little more freedom to choose how their products are distributed. Read the story. 

• Morales Beverage Group (MBG) has signed a letter of intent (LOI) to acquire the Texas and Florida distribution assets and operations of Green Light Beverage, potentially expanding its footprint in the two states. Read the story.

• Almave, the non-alc agave spirit alternative from Casa Lumbre and 7x Formula One champion Lewis Hamilton, is shifting gears into RTDs. Read more.

• JuneShine Brands’ strategy for Willie’s Remedy+ is to hurtle forward even as a potential Prohibition for intoxicating hemp nears on December 11. Read the story.

Spirit Awards: Nominate your RTD cocktails, NA spirits, or spirits brand for BevNET's 2026 Spirits Awards. Deadline to submit is November 20. Submit your brand

BevNET Live Dec 6-8: Join beverage founders, retailers, investors, distributors, and industry experts sharing the strategies and perspectives shaping the next phase of emerging beverages. I’ll be on stage talking about RTDs with Michelle Ivey of Lake Hour, as well as other operators and founders in canned cocktails and spirits.  

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Have a tip to share? Reach out to Ferron Salniker, spirits editor at fsalniker@bevnet.com

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