How to successfully launch a spirits brand in the USA?
Markets
For bold spirits brands, expanding into the U.S. is one of the most ambitious -and potentially rewarding - steps on the global growth journey. With the U.S. spirits market valued at over $120 billion and still growing, it represents not only scale but also diversity: a patchwork of consumer preferences, state regulations, and distribution networks.
But here’s the truth: launching in the U.S. is not simply about getting bottles onto American shelves. It requires strategy, patience, and above all, the right partnerships. A smart entry into this market can elevate your brand into global recognition. A poorly planned one can burn budget and momentum before you’ve even begun.
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Why the U.S. market matters?
The United States is the world’s most complex—and most coveted—spirits market. Whiskey dominates with more than a third of market share, but categories like tequila, vodka, RTDs, and no/low-alcohol alternatives are rapidly reshaping consumer choice. Gen Z and millennial consumers, in particular, are driving demand for premium, sustainable, and health-conscious spirits.
California alone is the fourth-largest economy in the world—larger than most countries. That’s why for scale-up brands, a focused state or even city-level launch can often be smarter than attempting a
full national rollout. Targeting high-potential hubs like New York, Miami, or Los Angeles allows brands to build traction in communities that influence trends far beyond their borders.
Five essentials for a successful U.S. launch?
1. Understand the regulatory landscape
The U.S. operates under the three-tier system: producers, distributors, and retailers must remain separate. To launch, your brand needs federal approvals (TTB label compliance), importer arrangements, and often state-by-state licenses. Regulations differ across states, so working with partners who understand this complexity is crucial.
2. Position your brand with clarity
The U.S. market is crowded. Success requires a crystal-clear positioning: Why does your brand matter? How is it different? Premium design, memorable rituals, and authentic storytelling are non-negotiable. You don’t just sell spirits—you sell identity, culture, and connection.
3. Choose the right entry strategy: national vs. local
For scale-ups, going national is often a recipe for overextension. Instead, many successful brands choose to start with a city or state-first strategy—California, New York, Texas, and Florida are strong launchpads due to their size and cultural influence. Proving success in one region builds the case for scaling further.
But opportunity isn’t only found in the obvious markets. Smaller states and cities—like Oregon, Colorado, or Washington D.C.—can provide fertile ground for scale-up brands. These markets often have tight-knit distributor networks, innovative on-trade communities, and consumers eager for discovery. For the right brand, they can serve as efficient entry points with less competitive noise.
4. Partner with the right distributor
Your distributor will make or break your U.S. entry. Too many brands chase the biggest distributor available, hoping scale will guarantee results. In reality, it’s about focus and fit. The right partner:
Shares your ambition and believes in your story.
Has the portfolio space and salesforce attention to build your brand.
Invests in activation, not just logistics.
A smaller but more committed distributor often delivers more impact than a large one where your brand risks being overshadowed.
5. Activate through experiences, not just placements
Launching isn’t about filling shelves—it’s about creating moments that stick. From on-trade partnerships with influential bars to digital-first campaigns that target U.S. consumers where they discover new brands, activation is where your story comes alive. Brands like Ten To One rum have shown that success comes from compelling storytelling paired with strategic experiences that turn curiosity into loyalty.
Common pitfalls to avoid
Ignoring the three-tier system – without compliance, even the strongest brand can’t move legally in the U.S.
Overestimating speed to traction – the U.S. is vast; building awareness takes sustained time and investment.
Chasing the wrong distributor – bigger doesn’t mean better. Alignment and focus matter more.
Underfunding marketing and activation – distributors open doors, but they rarely build brands alone.
Avoiding these pitfalls ensures that your U.S. launch doesn’t just make noise—it builds sustainable momentum.
The Russell&Stellar perspective
At Russell&Stellar, we’ve seen bold brands enter the U.S. market with ambition but struggle because of fragmented planning or mismatched partnerships. The most successful launches share one common trait: they treat the U.S. not as one market, but as many markets stitched together by strategy.
A winning launch is about discovery. Discovery of the right state or city to begin. Discovery of the right distributor to trust. Discovery of how your story resonates with American consumers.
Ready to launch?
If you’re a bold spirits brand preparing to launch in the USA, success depends on more than just shipping cases across the Atlantic. It’s about strategy, partners, and precision.
At Russell&Stellar, we help brands craft smart spirits distribution strategies for the U.S. From choosing the right market entry point to shaping your story and finding the right partner.
Contact one of our partners today for a free consultation and let’s explore how your brand can thrive in the U.S. spirits market.
