dedicated control state team at Moët Hennessy USA
would like to applaud each market on their terrific
achievements against modernization.
In 2012, we saw efforts to improve listing and
delisting policies which enhanced product selection,
increased focus and investment behind category management to encourage consumer trade up, expansion
of warehouse facilities to allow for new item expansion, increased use of social media and other digital
platforms to better communicate marketing and
brand platforms with consumers, expansion of Sunday
sales, new store openings and increased store hours to
satisfy the needs of consumers, Black Friday sales to
capture dollars that have gone to other consumer categories, dedicated on-premise trade shows to introduce new brands and educate the on-premise operators, videos which educate consumers on the
resources and benefits provided by the control system, and many more.
The combined efforts and improvements helped
deliver another strong year of total growth across
NABCA. Most encouraging was the on-premise trend of
plus 3%. Spirit brands retailing for $25 and higher (750
ml) grew 13%, and outpaced the lower-price segments.
Again, congratulations to all the states on your efforts to
drive various aspects of modernization that are clearly
having a positive impact on business.
Lat year (2012) was another strong year for
MHUSA across the control states. Through the combined efforts of our national broker, dedicated control
team and liquor boards, MHUSA was able to grow
share in our key categories and deliver value to our
partners. In 2012, the average retail selling price of a
case of MHUSA spirits was $385 compared to a
NABCA average of $165, a differential that is a reflection of the incredible quality and desirability of our
brands.
In order to address the challenges of this year,
together we will need to build on the foundation and
fuel the momentum generated in 2012. Sharing of best
practices across all states will be even more critical in
2013, as a number of the modernization initiatives have
proven to add significant value to consumers and the
bottom line in a short period of time. And as the role of
digital and social media continues to grow and impact
consumer behavior, we all need to be thinking about
new ways to increase consumer engagement online and
offline with compelling, consistent and responsible messages.
We at Moët Hennessy USA are looking forward to
another strong year across NABCA as we continue to
build value across our portfolio and create economic
SW
value for our partners.
