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.
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Smirnoff just entered the low-cal niche with its Sorbet Light line, initially in three flavors: Raspberry Pomegranate, Mango Passion Fruit and Lemon Sorbet Light. has joined forces with The Rolling Stones to create an exclusive, limitededition Rolling Stones 50th Anniversary Gift Set. The collectible set includes a handcrafted case with a real zipper (recalling the band's Sticky Fingers album cover), which encases a two-CD compilation of the Stones recorded live, and Crystal Head's unique skull-like decanter whose top is engraved with the iconic lip-andtongue logo. The limited-edition package retails for $89.95-$99.95. Aligning itself with the classy sport of golf, Belvedere Vodka has been named as both the "Official Vodka of The PGA of America" and "The Official Vodka of the PGA Championship." The sponsorship will be highlighted through an integrated marketing campaign that features advertising, social and digital media activation, country club viewing parties, retail store promotional programs and consumer experiential programs at the PGA Championship. Advertising pays. "In the Miami market, we are seeing an upswing some of the more publicized brands, Ciroc, Grey Goose," notes Grant Muench, manager of the retail store in North Miami Beach, Fla. for the Total Wine & More chain. Smirnoff is number-one in the market and here in the store, says Muench, and is doing well. But, he adds, "Here in Miami, customers are less concerned about the price of the vodka than they are the brand and the status associated with it." Fast-Rising Stars A number of brands achieved stellar performances last year and continue their rising trajectories. Ciroc, the superpremium grapebased vodka imported from France, increased sales by an amazing 700,000 cases nationally last year (up 53.0%), exceeding the 2 million case mark. Besides an 80 proof, the brand's portfolio includes Red Berry, Coconut and Fris Vodka introduced two new flavors this past year, along with an eye-catching new package design: Fris Citrus Freeze and Fris Orange Freeze. While doubling its sales to 650,000 cases nationally in 2012, New Amsterdam Vodka also launched two flavors last year, Red Berry and Peach. Peach flavors. Hip hop star Sean "P. Diddy" Combs has also continued to help boost awareness and sales. Tito's Handmade, the abovepremium-priced vodka from Texas, enjoyed yet another year of phenomenal growth last year, up 46.0% to 850,000 cases nationally. New Amsterdam Vodka, a companion to the successful New Amsterdam Gin. The competitively priced vodka from E&J Gallo more than doubled its sales in 2012 to 650,000 cases nationally its second year on the market. The brand released two new flavors last year: Red Berry and Peach. Value-priced Sobieski Vodka, a Polish rye sold 980,000 nationally cases last year, a respectable 4.3% increase. Bruce Willis is spokesperson for the brand, which also features flavors such as Orange, Karamel and Raspberry. The Future "F rom a category perspective, we are projecting continued growth in 2013 and beyond," predicts Boyda. Beam is very committed to the vodka category, she adds. "We expect strong growth trajectories in Pinnacle business. Skinnygirl is not just a vodka brand, but we have seen extraordinary growth in the vodka line, and we are projecting a continuation of that growth. We expect to grow as fast, if not at a faster clip, than the category," she concludes. Stolichnaya Kouchnir at Absolut is launched the unique Stoli philosophical. "There is a lot Salted resting on where the U.S. Karamel economy will go. I am an flavored optimist, I think the trends vodka last year. are going back in the right direction, at what pace, I don't know but the category has shown strong momentum." "Vodka continues to be a dynamic category that has sustained exceptional growth beyond market expectations," says Diageo's Essig, "and we expect 2013 to be any different." I 28 • Beverage Dynamics • www.beveragedynamics.com • May/June 2013