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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"There's a lot of things we've done on Evan Williams – we've gotten pretty aggressive with our promotion, advertising and marketing. We have been really performing very well year on year, outpacing the category even though were a mid-tier player," says Kass. Brand execs have been researching their consumers and prospects at a time when "keeping people in your franWild Turkey has chise takes lots of work, expanded its there is lots of competi- brand presence tion pulling people with expresfrom one brand to the sions like its Wild Turkey Rye, next," he says. With introduced last many consumers trad- year. ing up at least occasionally to small batch or single barrel extensions, the brand is poised with four expressions – Evan Williams, Evan Williams 1783, Evan Williams Single Barrel Bottled in Bond and the annual vintage release - a progression of offerings at a different price points and product attributes. Broadcast and digital and sponsorships are growing, especially in bass fishing and now bull riding, with more social media activity and the tag line "Seriously good bourbon." Even though Evan Williams is second largest selling bourbon in the country, it's considered some- For its part, Early Times also used flavor in two new line extensions this past year: Fire Eater, a hot cinnamon flavored spirit sold in 19 markets, and Blind Archer, a spiced apple flavored spirit, sold in nine markets. buying single barrels," Morris says. (Brown-Forman has expanded their "by the barrel" initiatives to include Old Forster, delivered at a unique proof and package.) Morris points out that the "by the barrel" programs often allow customers to visit the distilleries, sample barrels and, presumably, establish bonds with the maker. "We get very involved in the tasting process with the customer and hope and feel that we are building a friendship for life as they get to know the product through the distillery that crafted it." Day-To-Day Sales espite all the activity around line extensions and innovation, it's the day-to-day brands that do the heavy lifting, and to speed growth of their growing Evan Williams brand, Heaven Hill is aiming more firepower behind the brand. D Leading Brands of Straight WhiskeyIn The Control States (9-liter cases) Brand Supplier 2011 2012 '11/'12 % Chg Jack Daniel's . . . . . . . . . . . . . . . . . .Brown-Forman Beverages . . . . . . . . . . . 1,035,958. . . . . . 1,066,570 . . . . . . . . . .3.0% Jim Beam . . . . . . . . . . . . . . . . . . . .Beam Inc. . . . . . . . . . . . . . . . . . . . . . . . . . 727,246 . . . . . . . 730,970 . . . . . . . . . .0.5% Evan Williams . . . . . . . . . . . . . . . . .Heaven Hill Distilleries . . . . . . . . . . . . . . . 399,079 . . . . . . . 426,618 . . . . . . . . . .6.9% Maker's Mark . . . . . . . . . . . . . . . . .Beam Inc. . . . . . . . . . . . . . . . . . . . . . . . . . 209,889 . . . . . . . 235,001 . . . . . . . . .12.0% Old Crow . . . . . . . . . . . . . . . . . . . . .Beam Inc. . . . . . . . . . . . . . . . . . . . . . . . . . 167,676 . . . . . . . 169,986 . . . . . . . . . .1.4% Wild Turkey . . . . . . . . . . . . . . . . . . .Campari America USA . . . . . . . . . . . . . . . 142,049 . . . . . . . 148,736 . . . . . . . . . .4.7% Ancient Age . . . . . . . . . . . . . . . . . . .Sazerac. . . . . . . . . . . . . . . . . . . . . . . . . . . 114,213 . . . . . . . 111,285 . . . . . . . . .-2.6% Early Times . . . . . . . . . . . . . . . . . . .Brown-Forman Beverages . . . . . . . . . . . . 109,387 . . . . . . . 110,828 . . . . . . . . . .1.3% Ten High . . . . . . . . . . . . . . . . . . . . .Sazerac. . . . . . . . . . . . . . . . . . . . . . . . . . . 104,871 . . . . . . . 101,992 . . . . . . . . .-2.7% Ezra Brooks . . . . . . . . . . . . . . . . . . .Luxco . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 77,800 . . . . . . . . 89,060 . . . . . . . . .14.5% Top Ten Leading Brands 3,088,168 3,191,046 3.3% Others 827,659 916,161 10.7% Total Straight Whiskey in the Control States 3,915,827 4,107,207 4.9% Source: NABCA data. 30 StateWays I www.stateways.com I September/October 2013