A New Tool Built for the Small Guys in a Big Industry
Running a craft distillery is not for the faint of heart. Between permits, aging barrels, and trying to get a bottle onto a liquor store shelf next to the big national brands, small distillers rarely have time to dig through spreadsheets and market reports. Yet knowing what is actually happening in the spirits market — who is drinking what, where, and how much — can be the difference between a brand that grows and one that stalls out.
That is the gap that a new partnership between the Beverage Information Group and the Distilled Spirits Council of the United States, better known as DISCUS, is trying to close. The two organizations have teamed up to put out a special version of the 2026 Liquor Handbook made specifically for craft distillers, and they are pricing it so that smaller operators can actually afford to use it.
What the Partnership Actually Is
The Beverage Information Group has been putting out its Beverage Handbook series for years, and it is considered one of the go-to resources in the alcohol business for hard numbers on what is selling. DISCUS, meanwhile, is the trade group that represents distillers across the country, including plenty of craft operations that do not have the marketing budgets of the major spirits companies.
Together, the two groups are releasing the 2026 Liquor Handbook – Craft Distillers Edition, a special publication that is only available to DISCUS craft members. It is not a public product. A distiller has to belong to DISCUS's craft membership to get access to it, and even then, it comes at a price cut that is hard to ignore.
The Price Tag and Why It Matters
Normally, the Liquor Handbook is not cheap. It is built for large companies, distributors, and analysts who need deep, reliable data and are willing to pay for it. For this special craft edition, Beverage Information Group is offering the PDF version to DISCUS craft members for $525. That works out to a discount of more than 68 percent off the regular price of the handbook.
For a small distillery operating on thin margins, that kind of discount can mean the difference between having access to real industry data or going without it entirely. It is one thing to have a great product; it is another to know how that product stacks up against everyone else pouring spirits into the same market.
A Webinar to Walk Distillers Through the Numbers
Buying a data-heavy report is one thing. Actually using it is another. To help bridge that gap, the two organizations are hosting a webinar called "Distilling Information: Helping Craft Distillers Win with More Data." It is scheduled for July 22 at 3 p.m. Eastern time and is open to DISCUS craft members.
The session will pull out some of the trend data found in the 2026 Liquor Handbook and show distillers practical ways to put that information to work growing their businesses. Rather than just handing distillers a stack of numbers and wishing them luck, the webinar is meant to translate that data into something a small business owner can actually act on. Distillers interested in attending can register for the webinar through the registration link here.
What's Actually Inside the Handbook
So what exactly are craft distillers getting for their money? The 2026 Liquor Handbook – Craft Distillers Edition is packed with the kind of detail that usually only shows up in reports meant for the big players in the industry. It includes:
A Full Breakdown of Spirits Trends
The handbook offers a thorough analysis of distilled spirit trends across the country, giving distillers a sense of where the overall market is heading rather than just a snapshot of a single moment.
Consumption Numbers by Category
It breaks down consumption of distilled spirits by category, so a whiskey producer can see how whiskey is performing nationally, while a gin maker can focus in on gin's numbers specifically.
New Product Launches
The handbook tracks new distilled spirit introductions, giving distillers a look at what other companies are bringing to market and where the competition might be heading next.
State-by-State and Per Capita Data
Distillers also get consumption of distilled spirits broken down by state and category, plus per capita consumption figures by state. For a small operation trying to decide where to expand distribution next, that kind of regional detail can be extremely useful.
The Top 150 Brands
The handbook ranks the top 150 distilled spirit brands in the country, giving distillers a clear picture of exactly who they are competing against and how far up that list they might realistically be able to climb.
Digging Deeper Into Specific Spirits Categories
Beyond the broad numbers, the craft edition also includes detailed analysis and brand-level consumption data broken out by individual spirits category. That includes straight whiskey, blended whiskey, Canadian whiskey, Scotch whisky, gin, vodka, rum, tequila, brandy and cognac, cordials and liqueurs, and prepared cocktails.
For each of these categories, the handbook provides:
- Consumption ranked by state
- Top brand consumption broken down by demographic
- Per capita consumption figures
- Consumption trends in the top metro areas
- A list of the leading brands in that category
- A look at which suppliers hold the leading share of the market
That level of detail means a distiller making a straight whiskey does not have to sift through data about tequila or cordials to find what is relevant. The category-specific breakdowns let a business owner zero in on exactly the corner of the market they compete in, while also keeping an eye on the bigger categories that might be worth entering down the road.
Why This Matters for the Craft Spirits Business
The craft spirits movement in the United States has grown a lot over the past couple of decades, with small distilleries popping up in nearly every state. But growth does not mean survival is guaranteed. Distillers are competing not just against each other but against long-established national and international brands with far bigger budgets for research and marketing.
Access to solid data has traditionally been one of the advantages those bigger companies hold over smaller operations. By offering this discounted, craft-specific edition of the Liquor Handbook, DISCUS and the Beverage Information Group are attempting to level that playing field, at least a little bit, by putting real market intelligence into the hands of the businesses that need it most but can least afford it at full price.
How to Get It
The 2026 Liquor Handbook – Craft Distillers Edition is only available to distillers who are DISCUS craft members. Those interested in purchasing the handbook can reach out directly to membership@distilledspirits.org to get more information and complete the purchase.
For craft distillers looking to make smarter decisions about where to sell, what to make next, and how to measure themselves against the competition, this handbook — paired with the July 22 webinar — offers a rare chance to see the numbers that usually stay locked away in reports built for the biggest companies in the business.
