How to successfully launch a spirits brand in the USA?
Markets
For bold spirits brands, entering the U.S. is one of the most ambitious and potentially rewarding steps on the global growth journey.
Valued at over $120 billion, the U.S. market offers unmatched scale, diversity, and influence. But it is also one of the most complex, with its patchwork of state-level regulations, consumer behaviors, and distribution systems.
A smart entry can elevate your brand globally. A poorly planned one can drain budget and momentum before you’ve even begun.
Why the U.S. market matters?
The U.S. remains the world’s most influential spirits market. While whiskey leads in volume, fast-growing segments like tequila, vodka, RTDs, and no or low-alcohol spirits are reshaping demand. Younger consumers, especially Gen Z and Millennials, are driving premiumisation. They are looking for sustainability, authenticity, and craft.
California alone ranks as the world’s fourth-largest economy. That is why many brands find early success by launching in cultural hubs such as New York, Miami, Austin, or Los Angeles. These cities shape trends far beyond their state borders.
Essentials for a successful U.S. launch?
1. Understand the three-tier system
Every U.S. state enforces a three-tier structure: importer, distributor, and retailer. Each tier must remain legally separate. Rules around shipping, taxation, licensing, and franchise laws vary widely by state. Understanding these differences early on protects your launch and your margins.
2. Understand your price and margin ladder
The U.S. is a margin-driven market. Your EXW price will pass through importers, distributors, and retailers, with each adding margin.
Retail prices often end up at 2.5 to 3.5 times your landed cost, after including freight, warehousing, and taxes. You need a clear pricing strategy to remain competitive and protect brand value.
3. Choose the right import route
Before you can sell, your product must enter the U.S. legally. Some brands work with service importers such as MHW or Park Street for compliance and logistics. Others partner with traditional importers or establish their own import entity. The best route balances control, cost, and complexity.
4. Start with the right markets
The U.S. is not one market but fifty.
Most scale-up brands begin with one to three priority states. These are markets where the category performs well, distribution options are solid, and budgets can be focused.
Secondary markets like Colorado, Oregon, or Tennessee can offer faster traction and better returns, especially for brands that want to avoid heavy competition early on.
5. Choose your rollout strategy
Brands that succeed in the U.S. go deep before going wide.
A focused city launch or phased state rollout helps create stronger sales velocity and more committed distributor relationships. Trying to cover too much too soon can dilute results and exhaust resources.
6. Pick your lead channel
Your product and story should determine your primary sales channel.
On-trade is ideal for mixable, ritual-driven brands.
Off-trade suits brands with striking packaging and broad shelf appeal.
Digital-first brands can use platforms like ReserveBar to build early national awareness.
Clear focus builds momentum, and momentum creates scale.
7. Select the right distributor
The best distributor is not always the biggest.
It is the one who believes in your story, understands your category, and has the attention and bandwidth to build your brand. Alignment, communication, and commitment matter more than footprint.
8. Activate with purpose
Shelves do not build brands — experiences do.
Tastings, menu placements, bartender engagement, brand collaborations, and strong digital content all turn interest into loyalty. Give consumers and trade partners a reason to remember you.
9. Build the right team
Distributors will not drive growth on their own.
You need people on the ground to train staff, visit accounts, and make sure execution happens. Consistent presence leads to stronger results.
10. Invest smartly
Winning brands spend with purpose.
Invest in samplings, top-account activations, digital campaigns, and trade tools that drive action. Avoid spreading budgets too thin across unfocused initiatives.
How we help
At Russell & Stellar, we guide bold brands through every step of the U.S. market journey. Our work is hands-on and built around clarity, structure, and smart decision-making.
Our support typically includes:
State and city prioritisation
Price ladder and margin design
Import route and distributor screening
Channel and rollout strategy
Activation and brand-building roadmap
With our experience and partner network, we help ambitious spirits brands enter the U.S. with focus, precision, and a clear path to sustainable growth.
Ready to enter the U.S. market?
Success depends on more than logistics. It’s about choosing the right partners, telling the right story, and launching with precision.
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.
