GOODBYE 2025, HELLO 2026

Every brand has a phase where it is learning where it belongs.

For SOIRÉ, 2025 was that year.

It was the year the liquid entered the world, the bottle left the studio, and the brand started being judged in real rooms by real people. It was a year of firsts. First production. First tastings. First placements. First real feedback. A year spent listening, adjusting, and understanding what actually moves a bottle across a bar.

It was also a year that tested the operation.

Midway through the process, the team was forced to change bottling partners at the last minute. Not because it was convenient, but because it was necessary. The kind of decision that costs time, money, and sleep, but protects the only thing that actually matters in the long run, the integrity of the product.

SOIRÉ entered the market without a legacy machine behind it. Everything had to be built in public. The liquid had to hold up. The operations had to work. The presentation had to make sense in the hands of bartenders and on real back bars.

By the end of the year, the direction was clear.

Within its first quarter in market, SOIRÉ Blanco earned five awards across liquid and design, including recognition from the Tasting Alliance, SIP Awards, and BTI. That kind of early validation does not build a company, but it does confirm that the foundation is sound.

2025 was also a year of cultural exploration.

From New York Fashion Week with KSUBI, to Art Basel in Miami, including the opening party and a second activation with SlumpyKev, to E1 Miami and on-the-water experiences with partners like Malibu Boats and Wakexscape, SOIRÉ spent the year learning where it fits and where it travels best.

Alongside that came the work that actually matters in spirits. Tastings and early on-premise trials at venues like Casa Gianna and other hospitality partners. NFL and CFB watch parties. A handful of club nights. Real people trying the liquid, forming opinions, and coming back for a second pour.

Behind the scenes, just as much time was spent building relationships. Talking to venue groups. Talking to event producers. Talking to other brands. Learning how the ecosystem actually works, and where SOIRÉ can win.

By the end of 2025, something important had changed.
We were no longer searching. We were choosing.

That is what defines 2026.
2026 is the year SOIRÉ goes harder and gets more intentional.

The center of gravity moves decisively to on-premise partnerships.
This is where spirits are made or broken. Where trial becomes habit.
Where reputation is built one bar, one menu, one bartender at a time.

Expansion will continue state by state, deliberately. Ohio will be the first control state submission through OHLQ, with additional markets following only where the partners, pricing, and positioning make sense.

At the same time, SOIRÉ will double down on digital and visual storytelling.
Not for vanity. For clarity and reach.
To make sure people see the bottle, see the pour, and then go find it.

Because in the end, spirits still grow the same way they always have.
Lips to alcohol.

There is still a lot of work ahead. A lot of rooms to earn. A lot of habits to build.

If 2025 was the year SOIRÉ learned the landscape, 2026 is the year it starts to claim its place in it.

The foundation is in, and the building continues.

Now the real work begins.