The News
Devil's Grin Texas Gin, a Texas-based craft spirit, has launched "America's Craft Gin" as a brand platform. The initiative is supported by partnerships with Colangelo & Partners and Parabola Co., and the product is being distributed in California, Illinois, Georgia, Florida, and Texas. The campaign targets vodka drinkers, gin skeptics, and consumers seeking more character-driven cocktails.
When Devil’s Grin rolls out its “America’s Craft Gin” in California, Illinois, Georgia, Florida, and Texas, what jumps out is the deliberate shelf‑placement strategy rather than only a new flavor. The release describes it as a cocktail‑ready gin that aims to pull vodka drinkers out of their comfort zone while remaining approachable for those wary of gin.
Because spirits sales slipped about two percent in 2024‑25 and premium gin grew only 3‑5 percent, buyers are looking for credible upgrades rather than bulk volume. The $25–$27 price point places the bottle squarely within the $20–$30 band that most craft gins occupy, so mid‑premium positioning offers no cost advantage—it puts Devil’s Grin head‑to‑head with many other craft offerings and cheaper vodkas.
With more than 200 new gin brands debuting each year, price alone can’t differentiate; bartenders become the key driver. The five states chosen for launch represent roughly ten percent of the U.S. population and include some of the country’s largest markets, so concentrating on CA, IL, GA, FL, and TX lets Devil’s Grin run a pilot before expanding nationwide.
Distributors should prioritize stocking and promoting in high‑traffic bars that can absorb a mid‑premium gin, leveraging the ambassador program to build story. Success hinges on how effectively ambassadors drive measurable sales in those five states. In a saturated market, only bartenders who champion the gin can make it stand out; managers should pair Devil’s Grin with approachable cocktails—like a Gin Fizz or a low‑proof Moscow Mule variant—to ease vodka fans into trying it.
Retailers must slot Devil’s Grin next to other $25–$27 craft gins, avoiding generic filler placement. Because its price matches other craft options, shelf space hinges on marketing support and bartender promotion rather than volume alone. Retail buyers need to monitor whether the ambassador program translates into higher depletions in the five states; an uptick would confirm the strategy.
The launch is a pilot in five markets, so distributors and retailers should evaluate it carefully; only sustained depletion from ambassadors will justify broader rollout.
Original Press Release
In partnership with Colangelo & Partners and Parabola Co., the Texas-born craft spirit launches a full-scale integrated campaign—bringing Devil's Grin's playful, cocktail-forward take on modern gin culture to consumers across major U.S. markets.
Devil's Grin Texas Gin, the Texas-born gin redefining the category in America, has launched "America's Craft Gin," a brand platform centered around a modern, cocktail-forward approach to gin. Designed for vodka drinkers, gin skeptics, and consumers looking for something with more character, Devil's Grin offers a smoother, more approachable alternative within the clear spirits category. Built around spontaneity, social occasions, and a little bit of mischief, the brand embraces a distinctly American point of view that reflects how consumers are drinking now.
Launching across California, Illinois, Georgia, Florida, and Texas, Devil's Grin is leaning into the kinds of moments shaping social drinking occasions right now: casual martinis with friends, backyard hangs, dinner parties, house parties, nights out, and everyday rituals that feel relaxed, imperfect, and memorable. As consumers increasingly gravitate toward premium craft spirits and more character-driven cocktails, Devil's Grin is emerging as the next step for those ready to move beyond familiar vodka choices without entering intimidating gin territory.
At the center of the initiative is a bartender ambassador program across major cities, designed to support and collaborate with bartenders who play a critical role in shaping the way consumers discover spirits and helping overcome long-standing perceptions around gin. Through original recipe development, educational content, local market partnerships, and creator-led content, participating bartenders will introduce audiences to the versatility of Devil's Grin through their own lenses while spotlighting the creativity and influence of the hospitality community.
"We see consumers becoming curious about flavor and cocktails, and starting to look beyond vodka for something more interesting and expressive. We believe there is space, and growing demand for an American craft gin that feels approachable, character-driven, and made for a new generation of drinkers," says Brett Luchesi, Master Distiller of Devil's Grin Texas Gin. "I created Devil's Grin Gin with a delicate complexity that showcases every botanical, while still feeling approachable and easy to enjoy. We want Devil's Grin to feel connected to how people socialize, bringing people together in real-life moments while delivering the quality and flavor consumers expect from a premium spirit."
Developed in partnership with Parabola Co. and Colangelo & Partners, the broader campaign will come to life across digital, retail, social, and on-premise channels through Meta advertising, Google Search and Display campaigns, TV placements, digital out-of-home media, Instacart-driven initiatives, content creator collaborations, and seasonal storytelling moments throughout the year. Devil's Grin will bring a playful, easygoing energy to gin content, tapping into the moments that naturally surround how people drink and gather today.
Devil's Grin Texas Gin also continues building visibility through lifestyle and trade media, with conversations centered around American craft spirits, the modern cocktail scene, bartenders, entertaining, and the evolving role gin is playing for a new generation of gin drinkers. The brand will additionally participate in select awards and competitions throughout the year as recognition within the spirits industry continues to grow.
"Consumers today are looking for spirits with personality, authenticity, and versatility, and Devil's Grin Texas Gin naturally fits into that demand," says Alisha Zaveri from Colangelo & Partners. "Our role is to help communicate the brand in a way that feels culturally relevant, emotionally resonant, and connected to where drinking culture is headed, while reinforcing Devil's Grin's place within the next chapter of American gin."
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Source: BevNET