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As cities like New York loosen restrictions on bars and restaurants—reducing the number of consumers stockpiling whiskey, vodka and gin—liquor sales are starting to wane accordingly. Amid the broader reopening, upstart alcohol brand De-Nada Tequila has used the opportunity to push a word-of-mouth marketing plan during its expansion across New York and other cities this month.
The word-of-mouth campaign is designed to cultivate a community of genuine brand enthusiasts, said cofounder Daniel Neeson. De-Nada’s nonchalant name—the Spanish way of saying “You’re welcome”—also reflects its aim to capture “brand enthusiasts” as opposed to influencers.
Spirits sales shift
Between April 2021 and 2020, total spirits sales increased by 23%, jumping to $17 billion.
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