A national editorial and live-event campaign built around the categories the trade is already leaning into
September 21, 2026 (California) — BevFluence®, the all-in-one marketing solution for the adult beverage industry, today detailed the seven beverage categories anchoring TERROIR, its 2027 national editorial and live-event campaign. Each category was selected because it already has real momentum with bartenders, sommeliers, and beverage directors — the trade audience that shapes what consumers drink next.
“We didn’t start with brands and go looking for a category to put them in,” said Justin Koury, CEO of BevFluence®. “We started with the categories the trade is already leaning into, and built the platform they’ve never had.”
The Seven Categories
Touriga — Portuguese Varietals
Touriga Nacional, the backbone of Port and increasingly the star of dry Douro reds, delivers depth and violet aromatics that rival Cabernet or Nebbiolo at a fraction of the price. Alentejo, Dão, and Bairrada bring their own indigenous grapes and terroir-driven styles. TERROIR builds the bartender and sommelier champions these wines have never had in the U.S. market.
Emerging
Deliberately broad by design, Emerging captures the frontier of beverage culture beyond a single dominant U.S. category: mezcal and rare agave spirits (Sotol, Raicilla, Bacanora), cachaça, pisco, soju, baijiu, arrack, Clairin, and the growing category of functional and adaptogenic non-alcoholic alternatives. This is where the industry’s most culturally curious bartenders and sommeliers already live.
Riesling
The most misunderstood grape in the American market — and the most exciting once understood correctly. Today’s story is Grosses Gewächs, Germany’s elite dry classification, and the range running from Mosel and Rheingau to Alsace, Clare Valley, and the Finger Lakes. Bartenders are rediscovering it as a low-ABV cocktail base.
Rum
Long defined by mass-market mixers, Rum is mid-renaissance: craft distillers, single-estate agricole producers, and a bartender generation treating it with the seriousness once reserved for Bourbon and Scotch.
Obscure
Obscure champions lesser‑known grapes, regions, and beverage categories, giving them the cultural and commercial oxygen they rarely receive. Grape varieties such as Teroldego, Fernão Pires, Grenache Blanc, Tokaji and many many others give bartenders and sommeliers exactly what they’re hunting for.
Italian Varietals
Italy has more than 350 authorized indigenous grape varieties. The American market knows maybe a dozen. TERROIR’s Italian Varietals category is built for everything past Chianti and Pinot Grigio — we want to taste and share it all.
Rye
The cocktail industry’s original spirit — the base of the Manhattan, the Sazerac, and the Ward 8 — reclaiming its place after decades of Bourbon dominance. The category spans 95%-rye high-rectified products, the single-estate heritage Monongahela style of Pennsylvania and grain-to-glass programs.
Why Now
Total market volume is declining. Distributor-level consolidation is reshaping access to the market. Against that backdrop, TERROIR’s seven categories share one trait: each already has real trade momentum, and each has been underserved by a platform built specifically to develop it.
Every submission is evaluated through BevFluence®’s blind panel review and Discovery Lab programming, and activated across BevFluence®’s creator network, live Speakeasy events, and the 2027 Holiday Beverage Guide.
Event Details
What: TERROIR 2027 — submissions and category programming
Registration window: Open now through October 31, 2027 (final)
Early Bird pricing: $435 (1–5 submissions) · $325 (6+) · through January 31, 2027
Standard pricing: $600 (1–5) · $435 (6+) · opens February 1, 2027
More: bevfluence.com/terroir
About BevFluence®
BevFluence® is the all-in-one marketing solution for the adult beverage industry. Its community of social media experts drives taste trends online and off through immersive events, influencer collaboration, and original content.
