You Can Succeed—Even During an Industry Slowdown

By Roberto Orci

We’ve all heard the old adage: Keep marketing during a downturn, and you’ll reap the rewards when the market rebounds. Here’s proof that it’s still true—even in today’s challenging spirits industry.

Since the pandemic boom of 2020, wine and spirits sales have been steadily declining. The trend shows no signs of slowing. According to the latest data, the industry remains in a slump, with overall spirits sales down 4.3% in 2024.

Yet, against that backdrop, Martinez Brands—an importer of Mexican spirits—made a bold move. In May 2024, the company launched distribution of Santa Clara Rompope, a brand from the global spirits leader Casa Cuervo. The campaign for this traditional eggnog-style liqueur across California was supported by a focused digital media campaign and a refreshed website.

The results? Remarkable.

While major competitors saw sharp declines—Carmelita Rompope down 59.6%, Rompope Coronado down 0.3%—Santa Clara Rompope sales rose 16.4% in California for the year. The campaign leveraged seasonal themes throughout the calendar—summer, national holidays, Thanksgiving, and Christmas—to keep consumers engaged. A sleek rebrand and original  recipe videos featuring Santa Clara in cocktails and desserts helped modernize its image and broaden appeal.
The biggest proof point came in December. After just six months with a modest advertising weight, Santa Clara sales jumped 46.6% year-over-year. By contrast, Carmelita plummeted 96.7%, Coronado dropped 6.3%, Bailey’s Irish Cream declined 14.1%, and Kahlúa fell 27.7%.

The outlook for 2025 shows flat-to-negative growth, but the chaos of the past two years appears to be easing. Thanks to bold thinking and strategic spending during the worst of times, Martinez Brands has positioned Santa Clara Rompope and numerous other beverage brands to thrive when better days return.

About Roberto Orci

Roberto is a marketing and advertising executive who provides leadership and guidance to take companies to the next level. He is a recognized leader and founding member of the ANA’s Alliance for Inclusive and Multicultural Marketing (“AIMM”) and he is Managing Partner at The Ant Society, a multicultural agency headquartered in Los Angeles. Roberto can be reached at ro*****@***********ty.com.