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
TAP 357 is a small-batch maple-flavored Canadian rye whisky that became available in February 2012. brand manager at Sazerac. Their answers to this market segment are Caribou Crossing and Royal Canadian Small Batch. "They're much more premium expressions of Canadian," he explains. "They showcase the skill we have with our master whisky maker." While the numbers show that Canadian whiskies haven't seen huge gains or losses in the last year, Sazerac is seeing success with its labels, especially those among the top 10 Canadian whiskies in the U.S., Rich & Rare, Canadian LTD and Canadian Hunter. These brands had their packaging updated in the last year or so—"so that these brands stand out better on the shelf," Richards says—that paid dividends. They all saw significant increases in case sales, which, in turn, helped keep the category as a whole from faltering. In late 2011, Sazerac was just rolling out with a line extension of its popular Rich & Rare whisky, Rich & Rare Reserve. By late 2012, the premium product was available in roughly 25 states. "We're being 'steady as she goes' with where we launch it and how Like Spicebox, Canadian Club is another brand that's going back to its roots. With the introduction of its Dock No. 57 label, C.C. remembers the bygone Prohibition era. The name was inspired by the dock where Canadian Club's export manager Bill "The Real" McCoy shipped Canadian whisky to the U.S. during the dry years. First available in Canada in both spiced and blackberry infused versions, the blackberry-flavored Dock No. 57 came to the U.S. in November 2012. "We were the first major Canadian Brand to launch a flavor with Canadian Club Dock 57 Blackberry Whisky, which is off to a strong start," says Bob Gorman, Director of World Whiskies for Beam. With its 40% ABV, it's aimed at helping younger consumers graduate to whisky, and has a suggested retail price of $15.99. Constellation Brands' Black Velvet label became a trio in September 2012 when it decided to explore the Last year saw another flavored flavored whisky trend. The 70 proof Toasted Caramel Canadian launch: Spicebox Canadian variant joined Black Velvet and Black Velvet Reserve, Spiced Rye Whisky. offering a flavor profile that accentuates the brand's caramel flavor with toasted and sweet notes. The packaging reflects that of the original Black Velvet—the bottle shape is identical—and the 750 ml bottles are targeted at $3 above Black Velvet at $12.49. "Black Velvet Toasted Caramel is introducing a (000 9-Liter Cases) whole new audience to Black Velvet, '10/'11 and giving the entire brand a boost," Brand Supplier 2010 2011 % Chg says Vinci. Crown Royal . . . . .Diageo . . . . . . . . . . . . . . .4,000 . . .4,040 .....1.0% Currently only available in 50 Black Velvet . . . . .Constellation Brands . . . . .1,790 . . .1,890 .....5.6% ml and 750 ml bottles, additional Canadian Mist . . . .Brown-Forman Beverages . .1,721 . . .1,616 ....-6.1% sizes of Black Velvet are being conCanadian Club . . . .Beam Inc. . . . . . . . . . . . .1,178 . . .1,187 .....0.8% sidered for 2013. Vinci also says the Seagram's V.O. . . .Diageo . . . . . . . . . . . . . . . . .998 . . . .945 ....-5.3% brand hopes to roll out a second flaWindsor Supreme . .Beam Inc. . . . . . . . . . . . . . .958 . . . .924 ....-3.5% vor innovation during the second Rich & Rare . . . . .Sazerac . . . . . . . . . . . . . . . .785 . . . .795 .....1.3% half of 2013. Leading Brands of Canadian Whisky Premium Product lthough the Canadian whisky category as a whole remains flat, the premium and super premium category has really taken off," says Kevin Richards, Canadian whisky "A Canadian LTD . . . .Sazerac . . . . . . . . . . . . . . . .705 . . . .705 .....0.0% Lord Calvert . . . . .Beam Inc. . . . . . . . . . . . . . .452 . . . .438 ....-3.1% Canadian Hunter . .Sazerac . . . . . . . . . . . . . . . .350 . . . .375 .....7.1% Total Leading Brands 12,937 12,915 -0.2% Others 2,458 2,410 -2.0% Total Canadian Whisky 15,395 15,325 -0.5% Source: Beverage Information Group Data. Liquor Handbook 2012 38 • Beverage Dynamics • www.beveragedynamics.com • January/February 2013