How This Startup Spirits Brand Turned a Nightmare Scenario Into Its Best Year Yet

Ghost Tequila went from 70% on-premise sales to 90% retail in a matter of months

billboard that says perfectly spicy 2020 needs a kick in the glass next to tequila bottle and fruits
Ghost Tequila

By and large, the pandemic has hit small businesses the hardest. In the alcohol industry, that’s evidenced by the closures of breweries and craft distilleries around the country and the risk of many more shuttered businesses by 2021. In Texas, for example, two-thirds of the Texas Craft Brewers’ Guild say they’re not sure they can make it past the end of the year if things continue as they are.

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@klundster Kathryn Lundstrom is Adweek's breaking news reporter based in Austin.