Beverage Dynamics is the largest national business magazine devoted exclusively to the needs of off-premise beverage alcohol retailers, from single liquor stores to big box chains, through coverage of the latest trends in wine, beer and spirits.
Issue link: http://read.dmtmag.com/i/104187
Campari America plans to re-launch Irish Mist in 2013 with a comprehensive marketing campaign highlighting the brand's authenticity as the original Irish honeyflavored whiskey liqueur. Baileys has launched a new campaign, called "Baileys Cream with Spirit." A 60-second version of the new commercial premiered on Saturday Night Live in November. Inspired by Hollywood movie director and musical choreographer Busby Berkeley, the commercial depicts women in Baileys-colored gowns flowing like poured Irish cream. "With this campaign, we are going back to our roots: Baileys was created in 1974 with the female consumer in mind," explains MacDonald. "The Cream with Spirit campaign celebrates the spirit of modern womanhood." Ad materials feature slogans such as: "Be a girl with a mind, a woman with attitude, and a lady with class." "The Cream with Spirit campaign is a bit of new direction for us," says MacDonald. "A lot of our marketing in the past has focused on driving specific occasions or serves. This allows us to bring more relevance to the consumer, as opposed to just talking about our product." Previous advertising was holiday-focused, but the new Cream with Spirit campaign can extend beyond the holidays into the second half of the fiscal year. Kicking off support for Kilbeggan was Halfway Day Celebration, September 17, a reminder that it's just six months to St. Patrick's Day. It was the first major event for Beam's new brand, focused in five markets: New York, Chicago, San Francisco, Boston, and Philadelphia, with incremental merchandising for both on- and off-premise. "Halfway Day was a great opportunity for us," relates Gorman. "We will continue to hold the event every year." Another marketing program for Kilbeggan is called Irish Hour. "The idea is that when it's happy hour in Ireland, it's time in the U.S. to watch your team play football," explains the marketing director. Recently, Kilbeggan made a big splash in Hollywood at "Variety's" Power of Comedy event held at the Avalon Theater in Los Angeles, hosting a tasting station for VIPs, serving comedy-inspired cocktails, and operating a whiskey bar on-stage for celeb presenters. Leveraging an Irish government program, the company has imported five Irish brand ambassadors for the five markets. The ambassadors are helping to drive distribution, education, and staff training for on- and off-premise, as well as road shows and market blitzes. "You'll be seeing more marketing on Kilbeggan over the next 12 months than you have in the last 10 years," promises Gorman. For its part, Jameson is extending its highly successful "Legendary Tales of John Jameson" campaign with a new commercial spot to air in early 2013. Bushmills will focus on Since Way Back, which it activated last year, and has expanded from an initial three to six markets. The brand has collaborated with a number of "influencers," including musicians and actors. A recent manifestation of that is musician Justin Vernon's "1608 Guitar" made from Bushmills barrels. Tullamore Dew's Irish True campaign, which debuted in late 2011, carried over into 2012 and the company will continue that theme this year, with select sponsorships, media placement and advocacy programs. An example is Tullamore's sponsorship of the Battle of the Badges event in New York, an annual boxing tournament pitting stalwarts of the NYPD against the FDNY. Leading Brands of Irish Whiskey (000 9-Liter Cases) Brand Supplier 2010 Jameson . . . . . . . . . .Pernod Ricard USA . . . . . . .1,037 Bushmills . . . . . . . . .Diageo . . . . . . . . . . . . . . . . .170 Tullamore Dew . . . . . .Campari America . . . . . . . . . .68 John Power . . . . . . . .Pernod Ricard USA . . . . . . . . .35 Kilbeggan . . . . . . . . . .Sazerac . . . . . . . . . . . . . . . . . .15 Black Bush . . . . . . . . .Diageo . . . . . . . . . . . . . . . . . .12 Redbreast . . . . . . . . . .Pernod Ricard USA . . . . . . . . .10 Irishman . . . . . . . . . . .The Other Wine and Spirits Co. .10 Michael Collins . . . . . .Sidney Frank Importing . . . . . . .6 Bunratty Potcheen . . .Aveniu Brands . . . . . . . . . . . . . .8 Total Leading Brands 1,371 Others 49 Total Irish Whiskey 1,420 2011 . . . .1,335 . . . . .190 . . . . . .79 . . . . . .39 . . . . . .16 . . . . . .13 . . . . . .13 . . . . . .12 . . . . . . .9 . . . . . . .8 1,714 51 1,765 Source: Beverage Information Group Data. Liquor Handbook 2012 '10/'11 % Chg . . .28.7% . . .11.8% . . .16.2% . . .11.4% . . . .6.7% . . . .8.3% . . .30.0% . . .20.0% . . .50.0% . . . .0.0% 25.0% 4.1% 24.3% Looking into the Crystal Ball A ll of the major players see a bright future for the Irish category. "It's an exciting time to work in the whiskey industry, because the category is doing so well," enthuses Hartunian at Jameson. "I am positive about the future of Irish whiskey," concludes Reilly at Tullamore Dew. "Formerly, the growth of the category was a proxy for how Jameson was doing. Now, brands like Tullamore Dew and Bushmills are growing at a strong rate as well. It's not just one brand anymore. The rising tide is raising all ships." I Beverage Dynamics • www.beveragedynamics.com • January/February 2013 • 29