Episode summary
Celebrating 10 Years of Magnus Cigar Blend Whiskey | Bloomberg Businessweek
Bloomberg Businessweek Daily
· · 8 min · Hosts: Carol Massar, Tim Stenovec, Emily Graffeo · Guests: Ali Anderson
Summary
CraftCo CEO Ali Anderson says alcohol consumption is not disappearing, but the way people drink is changing. She argues that Gen Z and other consumers are drinking more intentionally, often in smaller social settings, alternating alcohol with non-alcoholic drinks, and favoring more sessionable, flavor-forward products over sheer volume.
That shift is helping ready-to-drink cocktails and other flexible formats stay relevant, but Anderson says brands still need discipline. She says the company is seeing consistent demand across the spectrum, from RTDs to spirit-forward pours, and that the key is being intentional about what to offer rather than trying to be everything to everyone.
Anderson also says premiumization is not dead, but “lazy” premium no longer works. She describes a polarized market where $100-and-up whiskey and lower-priced products are holding up better than the middle, and says CraftCo is lowering the price of a 9-year straight bourbon to $37.99 to hit a value-and-quality sweet spot. She adds that gin is a surprising growth area for the company.
Key takeaways
- Anderson says consumption is shifting, not disappearing, as Gen Z favors smaller, more intentional drinking occasions.
- CraftCo sees ready-to-drink cocktails and spirit-forward pours as durable growth engines, but only if the portfolio stays selective.
- Anderson says premium whiskey is polarized, with the $100-and-up tier and the low end holding up better than the middle.
- CraftCo is pricing its Coppercraft 9-year straight bourbon at $37.99 to capture consumers seeking value and quality.
- Anderson says gin is showing “tremendous growth,” surprising the company even after close data monitoring.
Notable quotes
“What we see is that consumption is not disappearing”
“People are drinking more intentionally. They're doing it around um events. They're alternating alcohol with non-al”
“premium isn't dead but that lazy kind of premium is like you can't just put out a brand and say we've got premium whiskey”
“one of the things we're seeing tremendous growth in is gin”
How the episode opens
Bloomberg Audio Studios podcasts radio news. — You're listening to Bloomberg Business Week with Carol Masser and Tim Stenc on Bloomberg Radio. — Do you um Emily know what the Buzz Ball is? — No, I don't. — Okay. The New York Times has a story today. It's about buzz balls. It's the says it's the high alcohol drink taking over Gen Z. Oh, is this like this is a cannabis drink?
No, it's no. 15% alcohol by volume, more than double over the the average beer. — See, that's interesting because I feel like in the zeitgeist, as Tom Keen would say, — Is that um Jenz is drinking less and so they wouldn't want something that, you know, higher alcohol.
That's why this is so surprising. — You know, something cannabis related or like a low ABV. Um but that that's surprising and sales are taking off. — The sales are taking off apparently. So, there's two different narratives happening, right? People don't want to drink anymore, but there's also the high alcohol buzz balls that are taking over Gen Z, at least according to the New York Times.
Well, it's Friday, so we're wrapping up the week, Tim, with a little a little toast, a little cheers, a taste of whiskey. We actually have joining us Ally Anderson, and she spoke to you and Carol um just a few months ago, right, Tim?
Yeah, we talked a lot about tariffs a few months ago. That was when she was joining us from a distillery. Alli is CEO of Craftco. They've got a great portfolio uh that includes more than two dozen spirits and liquors. Think bourbon, gin, rye, ready to drink cocktails, and more. They also do co-acking for other brands. Ally joins us from Alexandria, Virginia.
From the episode’s captions: roughly the first two minutes, lightly cleaned. Keep watching on YouTube →
Topics
- craft spirits
- anniversary
- consumer brands
- global economy trends
- business news
Companies and tickers mentioned
- CraftCo
- Magnus Cigar Blend whiskey
Watch the episode
Watch “Celebrating 10 Years of Magnus Cigar Blend Whiskey | Bloomberg Businessweek” on YouTube
Summary, takeaways and quote selection by Octagon. Quotes are short excerpts; the full conversation is in the episode.
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