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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At New York wine and spirlonger do. It is time for them to its retailer Whiskey & Wine step up, and Canadian Club Off 69, owner Frank Giresi says whisky is a terrific way to affirm he's seen the Canadian whisky that they are growing up." drinker evolve from "a Brown-Forman's Canadian Seagram's, Canadian Club and Mist is another category beheCrown Royal crowd." A moth. Pedro Berrueco, senior younger demographic frequentbrand manager, says Canadian ing his store now fancies themMist has gained a number of selves whiskey geeks, and they loyal drinkers since the brand's want to sample every bottle inception in 1967. "The premithey can. "We don't really have um and premium plus an old-school clientele," he Canadian price segments are points out. "I see people work Canadian Club's wide and deep portfolio driving growth for the most boasts a unique heritage, as well as their way through the bourbon being a favorite of Mad Men's Don Draper. part. However, a few brands in section. Then, with the explothe value price segment have sion of craft cocktails, I see people buying rye, because also generated modest growth, including Canadian Mist, they know putting it in Manhattans is the way it's sup- which has significantly posed to be. Canadian whisky is definitely the slowest to improved its volume catch on, but if you build it, they will come—whether it's trend over the past 10 for soft, smooth Pendleton or Fireball Cinnamon months," he explains. Whisky, which is flying off the shelves." Giresi thinks Buoyed, the brand educating his staff first, then his customers through fre- decided to venture quent tastings, is key to building interest in different into the appealing brands. "The growth of the whiskey category in gener- world of flavors with al," he says, "has really helped Canadian whisky." Peach Mist, Maple Mist, Cinnamon Mist Forever Young and Vanilla Mist offerne of the most familiar Canadian whisky ings. These, Berrueco brands on retail shelves is Beam Global's says, "look to keep the Canadian Club—which certainly got a trademark relevant for helpful mainstream boost as a favorite of years to come. Our Don Draper on Mad Men. Rob Tucker, major focus has been Peach, Maple and senior brand manager of Canadian Club Canada, says that to ensure the Cinnamon are three of the four new flavors (the other the brand has managed to stay at the top through its new Canadian Mist brand being vanilla) the brand spokesman, an integral part of their campaign strategy. continues to be pro- launched last year. "We've found a fun and relevant way to share Canadian duced with the same Club's history and heritage through our Canadian Club high level of quality and taste our core consumers expect. Chairman. Our target conThis past summer, after carefully looking sumers love him and his Whisky at whisky and flavored specialty spirit Whisdoms. He is a wake-up call trends in the U.S., we decided to introto all men entering the next duce four Mist flavors. Our intent is to stage of life that the same old provide consumers with a new and excitbeer, the same old clothes and ing 'brown spirit experience.''' In particuthe same old attitude will no lar, Berrueco singles out LDA – 29 consumers as a key target. The debut dovetails Pernod Ricard USA has been nicely with a new tagline, 'All Whisky. No busy this past year, launchBite.' "This year, we will be executing a ing several Canadian whisky expressions, including J.P. new off-premise initiative including the Wiser's Rye (also in a spiced opportunity to taste our brand at the store version), Pike Creek, which level in key markets." Berrueco says. is finished in port barrels, Constellation Brands' well-known and the new Lot 40, a rye Black Velvet brand also capitalizes upon distilled in copper pots. O Beverage Dynamics • www.beveragedynamics.com • January/February 2014 • 37