Checking in with NABCA's Advisory Committee.

Stateways

​Control states and their supplier partners face a variety of challenges every year. This includes the need to invest, adapt and innovate in real time, in order to advance the future values of those agencies and corporations.

This remained a challenging task in 2025, as shifting consumer tastes and a tricky global economy continue to drag on the alcohol industry. For a look at how everybody involved in the industry approached this difficult, multifaceted task, we checked in with the NABCA Industry Advisory Committee.

Throughout the year, the NABCA Board of Directors meets with the advisory committee - a group of beverage alcohol supplier executives - to address new and ongoing issues facing the control state system. StateWays annually invites these committee members to share their accomplishments, challenges and initiatives from the past year.

The theme for NABCA Chair Kathie Durbin's has been: "Connect, Respect, Elevate." We suggested that committee members speak about how they have worked to achieve that goal.

Brooke Rodriguez

BACARDI USA

Vice President, Control State Affairs

CONNECT, RESPECT, ELEVATE: HOW BACARDI BRINGS THE THEME TO LIFE THROUGH EXPERIENCES

This past year, Bacardi delivered on the theme Connect, Respect, Elevate through programs that extended far beyond the bar and across the U.S. By using our iconic portfolio as a gateway into music, travel, culture and sports, we launched immersive consumer experiences, strengthened on-premise partnerships, and elevated cocktail culture into a full-spectrum lifestyle. Each initiative was designed to connect authentically with consumers, strengthen and respect the trusted relationships we share with our customers and partners, and elevate experiences through flawless execution and shared purpose.

As highlighted in the 2026 Bacardi Cocktail Trends Report, cocktail culture is evolving rapidly. Gen Z and Millennials are reshaping cocktail culture, driving demand for drinks that double as shareable, lifestyle experiences; as shown by 57% of Gen Z respondents who believe in-person experiences are worth the effort. These insights reinforce what Bacardi has long believed: connection fuels loyalty, and experiences drive relevance.

A standout example is Hacienda Patron at last year's Dreamville Festival in North Carolina, which was designed to feel authentic, energetic and deeply rooted in music culture. The two-story Hacienda Patron activation delivered a premium yet inclusive experience, featuring local vinyl DJs, the Patron Headliner Margarita served in collectible cups, and daily happy hours. The results spoke for themselves: Patron was the #1 spirit sold onsite, driving year-over-year growth in sales and generating more than three million impressions.

Dewar's brought the same commitment to premium, purpose-driven experiences to the U.S. Open Golf Championship in Pennsylvania. As the Official Scotch Whisky of the tournament, Dewar's engaged consumers through branded bars and hospitality spaces throughout the grounds, inviting fans to pause, socialize and savor the moment with the Dewar's Lemon Wedge, the championship's official cocktail. To further elevate the experience, Dewar's complemented its onsite presence with the annual release of Dewar's 19 Year Old "The Champions Edition," a limited edition, collectible whisky honoring the host course, local heritage, and the rituals of golf.

As a family-owned company ater seven generations, respect for customers, partners and people has been foundational to the legacy of Bacardi. That commitment was most recently recognized for the sixth consecutive year when Bacardi USA was named "Best Large Spirits Supplier" at the 2026 VIBE Conference, an award determined exclusively by national account operators. This recognition reflects not only the strength of our portfolio, but also the trust we've built through service excellence, consistency and collaboration.

Whether through music festivals, lifestyle popups or industry-leading partnerships, Bacardi continues to connect authentically, respect deeply and elevate experiences with excellence. As cocktail culture becomes increasingly experiential and expressive, Bacardi is proud to lead - not just by what's poured in the glass, but by the meaningful moments created around it.

Raj Kandyil

PERNOD RICARD USA

Division Vice President, Control States

CREATEURS DE CONVIVIALITE: CONNECT, RESPECT, ELEVATE

At a time when our industry is navigating unprecedented change, including shifting consumer expectations, economic pressure and increasing complexity, one thing has never felt more essential: human connection.

The alcohol beverage industry has always been about more than products on shelves. At its best, it's about bringing people together around a table, a celebration, a shared moment. That belief sits at the heart of Pernod Ricard's purpose: Createurs de convivialite, creators of conviviality. It's a simple idea, but a powerful one, that fostering genuine moments of connection is both a human need and a business imperative.

CONNECT

In today's environment, connection doesn't happen by accident. It requires intention. Listening carefully to consumers, collaborating closely with partners and showing up authentically in the communities we serve. Nowhere is this more evident than in control states, where success depends on trust, transparency and long-standing relationships.

Our brands carry stories, heritage and craftsmanship that come to life only when they are shared. Whether we're working alongside control boards, educating retail teams or engaging responsibly with consumers, connection is what transforms a transaction into a relationship. Those moments are what allow our industry to remain relevant and resilient.

RESPECT

Respect starts with people. Inside Pernod Ricard, it shapes how we collaborate, how we lead and how we create space for different perspectives. Externally, it guides how we partner with customers, suppliers, farmers, and communities.

An inclusive culture is not a "nice to have"; it is foundational to better decision-making and stronger outcomes. When people feel valued, heard and safe, they do their best work. Especially in times of pressure, respect becomes a stabilizing force; one that strengthens teams and reinforces trust across the system.

In control states, where policy, public responsibility and commercial objectives intersect, respect is essential. It allows us to navigate complexity thoughtfully while staying grounded in shared goals.

ELEVATE

As an industry, we also have a responsibility to elevate our standards, our impact and our stewardship of the future. Pernod Ricard's sustainability and responsibility strategy, Good Times from a Good Place, reflects a belief that long-term growth and positive impact are inseparable.

From sustainable sourcing and regenerative agriculture to responsible hosting and circular production, our ambition is to create convivial moments that are sustainable for people and planet alike. We are committed to caring for the land, protecting water resources, reducing our carbon footprint and promoting responsible consumption. These efforts are not separate from our business strategy, they are central to it.

LOOKING AHEAD

What gives me the greatest confidence in the future of our industry is our people. Their dedication, creativity and willingness to go the extra mile, year ater year, are what allow us to meet evolving consumer needs while staying true to our values.

As I reflect on my time at Pernod Ricard USA, I'm continually inspired by the belief that better connections lead to better outcomes for our partners, our communities and our business. In an industry built on shared moments, human connection isn't just important. It's everything.

Sean Noble

CAMPARI

General Sales Manager Control States

CONNECT, RESPECT, ELEVATE: WHY IRL MOMENTS MATTER MORE THAN EVER

In a world increasingly shaped by screens, notifications and digital conversations, the way we gather and unwind has evolved. Happy hours often happen over group texts. Celebrations are announced in stories and posts. While technology keeps us constantly connected, it can also leave us craving something more personal - more present. That's why NABCA Chairwoman Kathie Durbin's guiding principle - "Connect, Respect, Elevate" - feels especially relevant today.

Her message calls on the beverage alcohol industry to foster meaningful relationships, operate responsibly and elevate standards across communities. It's a philosophy that aligns seamlessly with Campari America's global call to reconnect in real life (IRL) - to step away from the scroll and gather around shared experiences, culture and exceptional cocktails.

Connect. True connection goes beyond likes and comments. It's found in the simple act of clinking glasses at a neighborhood bar, sharing a toast at sunset or sitting across a table from friends. These moments carry a warmth that no video call can replicate.

Campari America's portfolio offers countless invitations to reconnect in person. The vibrant orange glow of an Aperol Spritz, served over ice with prosecco and a splash of soda, signals more than refreshment - it signals a pause. A moment outdoors. A shared laugh. A toast that lingers longer than a notification ever could. In a world that moves quickly and digitally, the Spritz encourages us to slow down and savor.

Respect. Durbin's call to respect underscores responsibility to consumers, to communities and to one another. Respect today includes drinking responsibly, supporting local hospitality professionals and honoring the spaces that bring people together.

A cocktail like the Espolon Paloma, bright with tequila, fresh grapefruit and lime, embodies celebration with intention. It's about quality over quantity. Craft over excess. Sharing a thoughtfully made drink in good company is a nod to the bartenders, servers and producers who elevate the experience. Respect also means recognizing that the moments we create together should be safe, inclusive, and welcoming for all.

Elevate. To elevate is to raise expectations and enrich everyday experiences. It might mean choosing to meet face-to-face instead of sending another message. It might mean hosting a small gathering rather than multitasking during a conversation.

The Wild Turkey Bold Fashion, a modern take on the Old Fashioned, features a robust bourbon character and balance, speaking to that elevated moment. It's a drink meant to be savored slowly, in conversation - not rushed between distractions. It invites storytelling. Reflection. Presence.

Hospitality spaces - restaurants, bars, backyard patios, community events - serve as the backdrop for many of life's most meaningful interactions. Reconnecting IRL is more than a trend; it's a reminder that shared experiences build stronger communities.

Durbin's "Connect, Respect, Elevate" reminds us that the beverage alcohol industry has the opportunity - and responsibility - to foster these meaningful experiences. Campari America's global invitation to reconnect around great cocktails reinforces that mission.

As digital noise continues to compete for our attention, perhaps the real luxury is simple: stepping away from screens, gathering intentionally and raising a glass together. Because connection isn't just about being online - it's about being present.

Nick Bock

SUNTORY GLOBAL SPIRITS

General Manager, Control States Region

CONNECT. RESPECT. ELEVATE.

At Suntory Global Spirits, "Connect. Respect. Elevate." is more than a theme - it is a way of working that shapes how we grow, innovate and contribute to the world around us. As a Suntorian of more than 17 years, I have seen firsthand how deeply this philosophy is embedded across our teams, our brands and our global footprint. It reflects our commitment to building meaningful connections, honoring the environments and cultures that sustain us and continuously elevating our craft to create exceptional experiences.

Our purpose - to inspire the brilliance of life, by creating rich experiences for people, in harmony with nature - comes to life through this lens. It connects over 40,000 Suntorians worldwide through our shared values of Growing for Good, Yatte Minahare and Giving Back to Society. These values guide our ambition to become the World's Most Admired Premium Spirits Company, ensuring that growth is not only measured in business performance, but in positive impact.

To connect is to collaborate across boundaries - between teams, industries and communities. Our partnership with Bosland Growth is a powerful example. Through a 20-year commitment to reforest 400 acres of previously mined land in Pennsylvania and West Virginia, we are building connections that extend far beyond our organization. By working alongside landowners, nurseries, universities, government agencies and non-profits, we are helping to restore ecosystems while supporting local economies. These efforts also reinforce the sustainability of our own value chain, as native hardwoods like white oak are essential to crating the barrels that age our world-class whiskies. Connection, in this sense, is both ecological and human - linking people, resources and purpose for generations to come.

To respect is to honor both nature and heritage. Across our global portfolio, this is evident in how we preserve natural resources and celebrate cultural identity. In Mexico, the "Made in Mexico" certification awarded to our Sauza Tequila portfolio underscores our respect for origin, craftsmanship and history. Our brands like Sauza, Hornitos and Tres Generaciones represent more than products - they embody over 150 years of tequila-making tradition.

By recognizing the cultural and industrial value of these spirits, we reinforce our commitment to the communities and traditions that define them. Respect also extends to the environment. From restoring peatlands in Scotland for Laphroaig to protecting water resources and reducing emissions, we ensure our operations remain in harmony with the natural systems that make our products possible.

To elevate is to continuously push boundaries - of innovation, sustainability and storytelling. Over the past year, initiatives like Star Hill Farm Whisky have brought regenerative agriculture and nature-led cratsmanship to the forefront, earning global recognition. At the same time, we have achieved measurable progress across our sustainability goals: stewarding tens of thousands of acres with regenerative practices, planting our one millionth tree, reducing water usage ahead of schedule and cutting emissions significantly since 2019. These achievements are not isolated wins - they elevate our brands, strengthen consumer trust and position us competitively in a market where purpose and performance go hand in hand.

Ultimately, "Connect. Respect. Elevate." reflects how we build resilient brands and a resilient business. By connecting with partners and communities, respecting the environments and cultures that shape our products and elevating our standards every day, we are creating lasting value - for consumers, for society and for future generations. As we carry this momentum through 2026, we remain committed to better land, more flavorful spirits, and brands that people around the world truly admire.

Reed Davis

LUXCO

Business Unit Manager - Control States

"CONNECT, RESPECT, ELEVATE"

As a proud NABCA member, NABCA Chair Kathie Durbin's theme Connect, Respect, Elevate reflects our focus as we work with our control state partners to successfully navigate the industry and meet the needs and expectations of adult consumers. We're grateful for the ongoing partnership, as Luxco continues to invest in sales and marketing initiatives in control states at a rate equal to or greater than our peers. By working together we've been able to drive brand awareness and sales of Luxco products, and deliver more dollars back to control states. We're pleased to highlight several of these successful programs and the new Luxco leadership team whose support and direction make these efforts possible.

Connecting with adult consumers across control states has been evident through Rebel Bourbon's ongoing partnership with Richard Childress Racing (RCR). As the official bourbon of RCR and a multi-race primary sponsor of Kyle Busch and the No. 8 team in the NASCAR Cup Series, Rebel continues to build upon a successful program that celebrates bold originality and a rebellious spirit.

In 2025, Rebel Bourbon brought the Rebel show car to racing markets and hosted bottle signings with Busch, including a signing event at the Virginia ABCHeadquarters, where he greeted more than 400 fans and signed over 250 bottles of Rebel Bourbon. In addition, the brand team provided bold and timely product displays at key ABC locations and held various branded at-track activations. Rebel's momentum continues throughout the 2026 NASCAR Cup Series season, with the annual launch of Rebel Bourbon Kyle Busch 108, engaging product displays featuring Rebel-branded racing video games and show car visits and bottle signings in Michigan and other markets.

The success of Rebel's RCR sponsorship, product offerings and activations is one of the reasons why Luxco was able to grow share on dollars in 2025. Another reason is the sheer success of Penelope Bourbon.

Elevating our award-winning Penelope Bourbon brand remains a priority. Sought ater and consistently ranked as a top bourbon brand, Penelope leans into consumer demand and preferences by crafting and promoting a host of limited offerings in addition to its popular Core Series which includes Wheated, Four Grain, Barrel Strength, Architect and Toasted Bourbon.

In 2025 Penelope entered the booming ready-to-pour market with the launch of its first-ever bottled cocktail: Penelope Peach Old Fashioned. Penelope's ready-to-pour portfolio quickly expanded with its release of Black Walnut Old Fashioned and Apple Cinnamon Old Fashioned. These premium, handcrafted cocktails offer the perfect balance of convenience and quality while delivering a fresh take on a timeless classic - and they've quickly become a consumer favorite and sales driver. Our Yellowstone Bourbon brand found similar success with the 2025 debut of its ready-to-serve Yellowstone Cocktails: Gold Rush, Old Fashioned and Espresso.

Our innovative work within the spirits industry and our vision for future success is set and supported by the Luxco leadership team. In 2025, two key changes were made to this team. Julie Francis was appointed President and CEO, and Matias Bentel joined as Chief Marketing Officer. Both Julie and Matias bring decades of experience in the food, beverage and alcohol industries, along with the proven ability to build and grow brands. These leaders understand market challenges, respect the needs of control states and remain committed to working with control-state partners to help grow their business.

As we continue to move forward together, we value the level playing field and trusted data Control States offer - and we look forward to sharing best practices in our role on the NABCA Industry Advisory Committee to help further NAB-CA's goals.

Jacob Sabel

HEAVEN HILL BRANDS

Vice President - Strategic Partnerships

FORWARD TOGETHER: BUILDING CONNECTION, ELEVATING THE CATEGORY, AND RESPECTING WHAT ENDURES

As we look ahead to another year of collaboration within the National Alcohol Beverage Control Association, I want to begin with gratitude. Kathie Durbin's leadership has helped guide the Control State system through a dynamic period, and I'm pleased to welcome Chris Graham as incoming Chairman. His perspective and experience come at an important moment for our industry.

Because if there's one thing that feels clear right now, it's this: we are not standing still. We are recalibrating, reconnecting and in many ways, rediscovering what has always made this industry work.

At Heaven Hill, we see the Control State system as a critical partner in that work. As the largest, independent family-owned and -led distilled spirits company of brands in the United States, our focus remains on building long-term relationships that create shared value, not just short-term wins.

A YEAR FOCUSED ON CONNECTION

If the last few years were about acceleration, this moment is about reconnection.

Across the industry, we are seeing a renewed focus on socialization and experience. Consumers are still seeking out spirits, but increasingly in moments that feel meaningful. That might look like a distillery visit, a cocktail program that surprises them or simply gathering with friends in a way that feels intentional.

For us, that shows up in how we invest behind experiences like the Heaven Hill Bourbon Experience and the continued evolution of our distilleries, including Heaven Hill Springs. These are not just brand homes. They are places where consumers reconnect with the category itself.

It also shows up in how we meet consumers where they are. Whether through partnerships like Evan Williams' collegiate programs or broader cultural moments like America 250, the goal is simple. Be present in the moments that matter.

ELEVATING THROUGH INNOVATION AND PREMIUMIZATION

At the same time, we continue to see strong demand for premium, differentiated offerings.

That demand is not new, but it is becoming more defined. Consumers are looking for products with a point of view. They want craftsmanship they can understand and quality they can trust.

Across our portfolio, that has led to continued investment in both innovation and premium expressions. Releases like Old Fitzgerald 7-Year, Elijah Craig 15-Year and Heaven Hill Grain to Glass reflect that focus. So do newer expressions like Deep Eddy Espresso, which bring a different kind of relevance to evolving consumer tastes.

It is not about chasing trends. It is about knowing who you are and continuing to raise the bar.

RESPECTING WHAT GOT US HERE

Even as we look forward, there is a growing appreciation for what has endured.

Legacy brands, time-tested processes and a commitment to cratsmanship are not just part of our history. They are part of our advantage. In a market that can sometimes move quickly, consistency matters.

Brands like Elijah Craig and Evan Williams continue to resonate because they are grounded in something real. They have earned trust over time, and that trust shows up in how consumers choose and how partners engage.

That same mindset extends to the way we operate. Long-term thinking, disciplined investment and respect for the category have always been central to our approach.

EXPANDING THE CONVERSATION

Growth is also coming from new places.

The tequila category remains one of the most dynamic areas in spirits. Tequila Ocho continues to set the standard for cratsmanship, while Lunazul remains one of the fastest-growing and most well-liked brands in the agave space. Together, they reflect how consumer interest is expanding, not replacing, what has come before.

This is not about one category winning over another. It is about a broader, more diverse spirits landscape.

If you step back, a pattern starts to emerge.

CONNECTION. ELEVATION. RESPECT.

Different words, but they point to the same idea. This industry works best when it builds on what has always been true while staying open to what comes next.

For Heaven Hill, that means continuing to invest in our brands, our partnerships and the communities we serve. It means showing up as a reliable partner within the control-state system. And it means staying focused on the long-term, even when the short-term conversation gets noisy.

We are optimistic about where we are headed, not because the path is simple, but because the foundation is strong.

We look forward to another year of working together, building momentum, and continuing to move the industry forward.

Together, we thrive.

Scott Schrader

DIAGEO

SVP/GM - Control State

"CONNECT, RESPECT, ELEVATE" - CAPTURING THE MOMENT

"In the middle of difficulty lies opportunity." Albert Einstein, Physicist (1879 -1955)

The theme of this year's conference - Connect, Respect, Elevate - captures both the spirit of our industry and the moment we are navigating together.

To connect is to build meaningful relationships across every part of our ecosystem. As Chairwoman Durbin notes, connection is foundational to how we work. For Diageo, that means strengthening our partnerships with control states, distributors and retailers, while staying closely attuned to the needs of our consumers. In an environment where focus and alignment matter more than ever, strong relationships are what enable us to move with clarity and purpose.

To respect is to recognize that we operate in a dynamic environment that continues to evolve. We don't always see things the same way - and that's exactly why listening matters. Respect means meeting our partners and consumers where they are today, approaching differences with civility and acknowledging that the path forward requires adaptability, understanding and shared perspective.

To elevate is how we bring it all together. Rooted in hospitality, it's about going the extra mile - through education, execution and a commitment to leaving things better than we found them. At Diageo, we are evolving our strategy to meet this moment - simplifying how we operate, sharpening our focus and ensuring our portfolio is positioned to win across a broader set of occasions and consumer needs.

Connect. Respect. Elevate. When we live these principles together, we strengthen our industry and grow responsibly and sustainably for the future.

by KYLE SWARTZ