StateWays is the only magazine exclusively covering the control state system within the beverage alcohol industry, with annual updates from liquor control commissions and alcohol control boards and yearly fiscal reporting from control jurisdictions
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Pyrat XO Reserve Rum, from Patron Spirits, is among the many offerings of superpremium sipping rums in the U.S. market that are attracting an increasing number of consumers. campaign includes PR and retail extensions, digital and social media support, local market advertising and a national sampling tour. Bacardi this spring introduced new marketing campaign, "Vivimos," in celebration of the brand's storied origins in Cuba. The new campaign is meant to drive consumer awareness and excitement while reinforcing the brand's heritage at a time when authenticity and masculinity are key themes among target consumers, according to the company, with a focus on the rum's founder Don Facundo. Following the Bacardi 150th anniversary celebration in 2012, "Vivimos" builds on consumer curiosity and the momentum surrounding the brand heritage. The integrated marketing campaign launched on May 20, Cuban Independence Day, with a national rollout that includes cable TV, outdoor placements, experiential, digital activation and on and off-premise programming. For Malibu, the attention is all those new iterations, as well as a redesigned version of the iconic white bottle. Among Malibu's recent announcements was the launch of two dessert-flavored rums: Malibu Sundae, combining the brand's signature coconut with the flavor of chocolate ice cream, and Malibu Swirl, a blend of coconut, strawberries and cream. Confectionary flavors have become over the last two years big players in the flavored spirit field, up by some accounts more than 50% last year. "We are excited to be entering the growing confectionary segment," said Lisa McCann, brand director for Malibu. Pernod Ricard USA, "It is where we expect to see significant growth going forward. Malibu Sundae and Malibu Swirl are set to capitalize on this growth and deliver two entirely new ways to experience the brand." Also new: Ready to Drink Malibu cocktails in 200ml cans, and two new selections in its family of 1.75L premixed cocktail pouches. The Malibu Cans (5% abv) combine Malibu with three mixers: Pineapple, Cranberry and Cola in single serve and 4packs. Joining the Malibu cocktail pouch family are Malibu Blue Hawaiian and Malibu Pina Colada Light, joining Tropical Sea Breeze, Rum Punch, Caribbean Cosmo Light and Tropical Mojito. Shellback Silver and Spiced Rum recently entered the expanding spirits portfolio of E&J Gallo. The new rums each sell for a suggested retail price of $17 for a 750 ml bottle. Leading Brands of Rum In The Control States (9-Liter Cases) Brand Bacardi Captain Morgan Malibu Castillo Admiral Nelson Cruzan Rum Sailor Jerry Aristocrat Monarch World Famous Total Leading Brands Others Total Rum in the Control States Supplier Bacardi USA Diageo Pernod Ricard USA Bacardi USA Heaven Hill Distilleries Beam Inc. William Grant & Sons Heaven Hill Distilleries Hood River Distillers Charles Jacquin et Cie 2011 1,667,079 1,570,146 288,005 282,803 193,542 130,595 111,152 107,164 94,047 90,852 4,535,385 1,046,738 5,582,123 2012 1,662,312 1,588,726 313,442 270,409 205,124 146,679 122,824 104,132 91,447 86,551 4,591,646 1,081,948 5,673,594 % Chg -0.3% 1.2% 8.8% -4.4% 6.0% 12.3% 10.5% -2.8% -2.8% -4.7% 1.2% 3.4% 1.6% Source: Beverage Information Group Data from NABCA data. 26 StateWays I www.stateways.com I July/August 2013