The Better For You Bellwether – The Tasting Room

WHAT DOES IT TAKE TO BE A BELLWETHER BRAND IN THE ALCOHOL SPACE? Foresight? Boldness? An inside track on short- and long-term trends? A serial entrepreneur at the helm? The answer is all of the above.

In 2017, Mark Anderson founded Drake’s Organic Spirits and, in so doing, effectively created a new health and wellness category in the marketplace. As the first and only line of ultra-premium spirits to be certi- fied in all five sustainability and organic classifications—USDA Organic, Non-GMO Project Verified, gluten-free, vegan, and kosher—the brand has grown to achieve an annual capacity of 12 million cases as well as distribu- tion in 46 U.S. states and five countries. But how did Anderson know that consumers would react so enthusiastically to his “better-for-you, better- for-the-planet” philosophy?

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