Heaven Hill Brands’ Matt Blevins on Long-Term Brand Building, Consumer Behavior Shifts, and Modernizing Spirits

In this episode of BRAVE COMMERCE, hosts Rachel Tipograph and Sarah Hofstetter speak with Matt Blevins, Chief Marketing Officer at Heaven Hill Brands.

Matt shares why long-term brand building remains essential in the spirits category and how disciplined measurement guides smarter decision-making. He explains how digital discovery, from YouTube mixology to Reddit communities, shapes in-store behavior, and why premiumization, moderation, and innovation are the real forces reshaping today’s beverage alcohol landscape.

Additionally, he also breaks down how Heaven Hill decides when to modernize a brand, why nuance is missing from industry headlines, and what it takes to stay grounded in consumer truth while the marketing world chases real-time optimization.

Key takeaways

• Long-term brand building and strategic patience remain essential in spirits
• Digital discovery now heavily shapes in-store purchase decisions
• Premiumization, moderation, and innovation continue to drive category trends
• Brand modernization works best when rooted in product truth and distinctiveness

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