Raising awareness of craft spirits

We are a brand builder, importer and marketer of artisanal spirits, wine and malt beverages.

A new wave of craft beverages is poised to hit the drinks industry as consumers continue to shift away from mass-produced brands towards products made with craftsmanship. Following the explosive success of craft brewing, artisanal distillers are exploring new ways to bring the success of the craft trend into the spirits category by including unusual ingredients and highlighting production methods. In an industry dominated by big-budget multinational brands, it can be difficult for smaller distillers to break into the market. Putting a twist on traditional spirits by promoting craftsmanship and artisan ingredients can give brands a competitive selling point that can help to capture the attention of browsing consumers and allow them to elevate the price of products. But while the trend has significant potential to drive innovation and diversity in the market, craft spirits are still relativity unknown to many potential buyers. We build our marketing programs based on three approaches: encouraging experimentation; focusing on craftsmanship; and raising awareness of craft spirits.

Having found a firm foothold in beer brewing, the craft trend is hitting distilleries, and wineries are the next to follow.
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In the last decade, the craft alcohol industry has become a major player in the marketplace.

in 2017, the volume of craft spirits sold in the U.S grew up to 1,000,000 9 Liter cases.

As the popularity of craft alcohol grows, our goal is to help independent brands take advantage of this to grow their sales and exposure in the U.S. By engaging curious consumers about artisanal alcohol, designing packaging, and managing inventory, we collaborate with our clients, so their products can be enjoyed and appreciated by responsible consumers. We’ve built a team of passionate professional salespeople and experts, dedicated to delivering results in a highly competitive industry.

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We Support Artisan Communities

A characteristic of craft alcohol brands is their independence. Many times, they’re family-owned producers who build up the communities around them by hiring local workers and giving them a way to support their families. By doing so, craft distilleries create economic opportunities and jobs in agriculture, tourism, manufacturing and hospitality. At Sundance Spirits, we’re proud to be a part of growing craft industry and believe that when our brands are successful, it benefits economies around the world.

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Craft Associations

The American Distilling Institute, American Craft Spirits Association and other industry groups represent the interests of craft distillers while multiple craft brewer organizations merged in 2005 to form the Brewers Association. The need for such groups shows the success of craft alcohol manufacturers. These groups provide strength in numbers to face common challenges that continue to rise in the industry including regulatory, taxation, and licensing issues.


There are now over 7,000 breweries in the U.S. The hallmark of craft beer is innovation and craft brewers are known for their distinctive, individualistic approaches to connecting with their customers and for their original packaging styles.

artisanal spirits

The same entrepreneurial spirit that built the craft beer industry now drives the founders of independent distilleries. In the U.S., the segment is growing every year and projections indicate that craft spirits volume could increase to 25.6 million cases by 2020.


Craft wines are made in limited production runs of 5,000 cases or fewer. However, it is not just about batch size; these wines need to be authentic and traceable to their roots. Craft wines are united by the passion and detail that go into their creation.

Craft is on the rise...
With craft beer market share currently at 12.8% in the U.S., the craft spirits market is expected to continue to grow rapidly as well. In value terms, the market reached $3.7 billion in sales, growing at an annual growth rate of 29.9%.
American Craft Spirits Data Project, 2018
Encouraging experimentation with unique and unusual flavors

Consumers around the world are increasingly willing to step outside of their comfort zones by trying new and unusual products: at least 39% of global spirit drinkers are actively trying new varieties within each category, with Millennials most likely to seek out variety in their spirit consumptions. This provides distillers with a unique opportunity to target experience-driven drinkers by diversifying their product portfolio. Craft distillers should look to add variety to their products by experimenting with innovative ingredients, as well as original flavor combinations that appeal to the consumer desire to try new things. Out of all the spirits, consumers are most likely to try new or different varieties of whiskey, followed by vodka and liqueurs. As such, distillers should look to expand their products within these categories where consumer demand is high. Distillers should also explore creative concoctions using more flexible spirits such as gin, which take less time to distil, to maximize coverage and reduce financial risk.

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Focusing on craftsmanship and artisanal characteristics

Thanks to the explosion of the craft trend, the drinks industry has been flooded with opportunities for smaller brands to enter the market using creative and unusual concoctions to attract curious consumers. But just as the trend caught the eye of consumers, multinational brands noticed the profitable appeal of labeling their products as "craft". Because there is no legal definition to govern its use, the word has become blurred as multinationals can legally use it in advertising campaigns, even when the products don’t fit the "official" characteristics of craft. As a result, the word is losing its charm among many consumers, who often see terms such as "craft" and "artisan" as marketing gimmicks. To distinguish truly "artisan" products from multinational competitors, craft distillers need to prove their craftsmanship and authenticity to restore the craft definition and consumer trust. Weaving elements of authenticity throughout the brand by using more natural ingredients in the production process and emphasizing transparency can help distillers to establish the authenticity of their products and maintain a true craft brand image. Additionally, tasting events offer consumers the opportunity to sample the products before buying and to better understand the "craft" definition. Greater consumer engagement fortifies authenticity and promotes brand loyalty and trust.

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Raising awareness of craft spirits

While artisan is growing trend in the drinks market, many craft spirit brands are relatively unknown. Being an enigma can be a part of craft spirits' appeal, but too little brand exposure could lead to the market's decline. Against stiff competition from multinational brands that dominate the spirits market, brands produced by artisan suppliers are often overlooked by distributors and consumers. This can make it difficult for small distilleries to establish themselves. However, there are ways for craft distilleries to gain recognition. Assuming that a distillery maintains a commitment to producing drinks with artisan, innovative qualities and opts to remain independent, the craft sprits brands can take advantage of storytelling labeling, creative digital marketing and word of mouth advertising in order to build brand loyalty. By connecting and collaborating with other distillers at events such as craft spirit festivals, or joining forces with another producer to create and promote products, smaller operations can make drinkers more aware of craft spirit brands, which can in turn spur consumer demand and facilitate growth within the market.

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Concentrating on craftsmanship and artisanal characteristics
Definition of Craft

When you search for the definition of “craft,” you’ll probably get a lot of different results. You might see something like, “denoting or relating to food or drink made in a traditional or non-mechanized way by an individual or a small company,” or “relating to food or drink made using traditional methods by small companies”. While there is no legal definition for the term, we believe a spirit can be considered craft if it showcases quality, attention to detail, the producer’s passion as well as tradition or history behind the brand. Most industry member also agree that craft alcohol brands must share the following three key characteristics:


and Responsibility.

A distillery who values the transparency in the distillation process and is forthcoming about their use of ingredients, distilling location, techniques, aging methods, as well as their bottling location and process.


Handmade Process.
Limited Production.

A distillery that produces fewer than 750,000 gallons of beverage alcohol annually. These producers pride themselves on the quality of their product, rather than the amount of it or how many gallons they sell.



A distillery that is independently owned and operated, with more than a 75% equity stake in their operational control. Craft alcohol brands are able to have an impact on communities, helping local families get out of poverty by giving them jobs.

Craft Spirits Certification

01.Small and Independent.

This is how The Brewers Association defines a craft brewer. According to The American Distilling Institute requires that no more than 25% of a craft producer be owned or controlled by a non-craft producer, in order to be certifie

02.Traditional Techniques

The ADI certification has a “hands-on production” clause. In order to get certified, a craft distiller must “produce spirits that reflect the vision of their principal distillers using any combination of traditional or innovative techniques including fermenting, distilling, etc.”

03. Total Craft Sales

Artisanal alcohol should remain small. To receive certification from The American Distilling Institute, a craft spirits brand must have maximum annual sales of 52,000 cases, or no greater than 100,000 proof gallons, that are physically distilled and bottled on-site.

04.Approved Labeling

It’s not enough to just have an impressive product. A certification from the ADI requires that the spirit is run “through a still by a certified craft producer with a TTB-approved label stating, ‘Distilled By’ plus the name of the distilled spirits plant.”