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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become jaded to marketing superlatives such as oldest, rarest or most expensive. Most people would rather be intrigued than impressed. Tempting clients with some engaging insights into a particular whisky can sometimes help close the sale. Offering your clientele a disThe venerable Chivas line criminating selection of Scotch has launched a of blends and single Chivas 12 Made for malts requires that Gentlemen limited edition you market a balgift tin for this holiday season. anced offering, one that best represents the varieties of styles of each Scotch-producing region. Basic information also often helps. The term single malt Scotch is can be misconstrued. It is a whisky, produced in Scotland, at a single distillery using only malted barley, and no other grain or fermentable material. Blended The Balvenie Tun 1401, Scotches are comBatch 9 has just been released in the U.S. marprised of various ket. Available in limited whiskies from an quantities, this latest unspecified number expression has a $250 of distilleries. The suggested retail price. heart of any premium blended Scotch are single malt whiskies. For instance, Johnnie Walker Gold Label is made according to a 1920 recipe created for the company's 100th anniversary. It contains fifteen different 18-year-old single malt whiskies. Recommending a classy bottle of Scotch first requires a vital piece of information from the client, namely what brand or type of Scotch the person typically enjoys. From there you can easily begin suggesting brands that don't require the person to make a radical departure in taste profile. Second, ask if the person is looking for an accessible whisky, or one with a bracing 24 amount of vigor and peat. Last, inquire about how much the person is looking to spend. Collectively the information should provide a blueprint on how to proceed. Soft and lush whiskies suggest either the Lowlands or the Speyside region of the Highlands. Exuberant, peaty malts bring to mind those made on the Islands. Upselling Superpremium Irish Whiskey W hile a modestly sized spirits category, Irish whisky continues to be the fastest-growing segment percentage-wise in the marketplace. Indeed, an increasing number of irish whiskies have been entering the U.S. market in recent years, the latest being 2 Gingers from Beam Inc. There are two major brands of Irish whiskeys that have superlatives attached to their names. First is Jameson's, the world's best selling label of Irish whiskey. Originally crafted in Dublin, the Jameson range of whiskeys is now made at the internationally renowned Midleton Distillery in County Cork. Bushmills is the oldest, continuously produced brand of Irish whiskey. Powers Signature Located in Country Release, a single Antrim, the Old pot still Irish Bushmills distillery whiskey, is the latwas granted a license est high-end Irish whiskey released by King James I in in the U.S. 1608, the same year that William Shakespeare wrote the Tempest. Serious enthusiasts of Irish whiskey know the brand they're going to buy before they walk through your front door. Knowing this, Irish distillers are expanding vertically in order to keep their loyal constituency in the fold. For example, the Jameson portfolio includes several higher-priced expressions than the base brand. In addition, there are single malt Irish whiskies to tempt whiskey aficionados. And then there are new high-end expressions like the just-introduced Powers Signature Release, a single pot still Irish whiskey. Upselling Superpremium American Whiskey W hiskey exports from Kentucky and Tennessee have risen significantly over the past two decades, so much so that foreign sales now constitute a suprising percentage of sales for American whiskies. And domestically, the category has been growStateWays I www.stateways.com I November/December 2013