E D I T O R ' S
N O T E
StateWays
®
Executive Vice President
and Group Publisher
Charles Forman
Prognostications
for 2014
Tel: 845-426-6072
t's January, so it must be time to create lists. Lists of New Year's Resolutions are the
most popular, but then there are lists of the top ten stocks to invest in for the coming
year [If I name a stock anywhere in this column, ignore it!], and lists of new faces to
be on the lookout for in the vast entertainment industry [I am equally unqualified here,
since I believe Duck Dynasty refers to the great Donald Duck.], and lists of potential new
technologies that may make our lives abundantly more rewarding [Excuse me, again, if I
plead ignorance, since I still equate Angry Birds with an Alfred Hitchcock film.]
Fortunately, I am somewhat familiar with trends in the beverage alcohol industry, and so
I offer up this totally unscientific, completely subjective list of predictions that might, or
might not, occur over the coming year. But first a caveat: I have not always been a great
predictor of trends. Upon initially seeing deli shelves sprouting with strange bottled waters
decades ago, I remember commenting out loud, "What idiot would buy plain water!"
So first, let's tackle the obvious: flavored spirits. Besides liqueurs, which have always
injected exotic flavors into its recipes, the influx of flavored spirits began in the early 1990s
with vodkas. That was followed by flavored rums, and then a few flavored tequilas. The
advent of flavored whiskies several years ago breached a new frontier, allowing for the current
flavor craze even among brown goods. But back to the Big Daddy of flavor, vodka. Even I've
lost count of the numbers and varieties of flavors being grafted onto vodka. All I know is that
the "dessert"-flavored vodkas – the marshmallows, the apple pies, the crème brulees, etc. –
skipped a few courses at the meal. So, my first prediction is that the hitherto-ignored main
courses will soon begin appearing on vodka labels. Don't be surprised if by next October, we
begin seeing some brand's Filet Mignon and Brussel Sprouts vodka. I'd definitely plunk
down a twenty to taste that bad boy. And I'd go even deeper into my pockets to savor some
Shrimp Scampi with Cappellini-flavored vodka.
For my wine prediction, I'm going after the low-hanging fruit. On the one hand, fresh,
young and effervescent continue to tingle consumer taste buds. One the same hand, with the
economy improving, premium-priced wines dominate the sweet spot in the marketplace.
My beer prediction is a no-brainer. Think craft. Think micro. Think specialty. Think
growler stations gaining more and more traction throughout the retail environment. Where
legal, a number of stores are finding success allowing customers to fill growlers with their
choice of fresh craft brew. It helps differentiate their stores, as well as helping the bottom line.
I know what some of you are thinking: "Yeah, I could have come up with these predictions…
as for the others, they're so wacky that they belong on the Mayan calendar." To you nonbelievers, I say, let's wait until next year and see if Grandma's Meatloaf and Baked Potato
Vodka is gracing an endcap in your store.
Editor- in-Chief
I
Fax: 845-426-6423
email:
cforman@specialtyim.com
Richard Brandes
Tel: 212-353-3832
rbrandes@specialtyim.com
Art Director
Adam Lane
Contributing Editor
Melissa Niksic
Vice President of Sales,
Associate Publisher
Anthony Bongiovanni
tbongiovanni@specialtyim.com
Senior Regional Sales Manager
Mark Marcon
mmarcon@specialtyim.com
Senior Regional Sales Manager
Debbie Rittenberg
drittenberg@specialtyim.com
Senior Research Analyst
Adam Rogers
List Rental Manager
Cheryl Naughton
cnaughton@specialtyim.com
StateWays is published by
The Beverage Information Group,
a division of Specialty Information
Media
Editorial and executive offices are
at 17 High St., 2nd Fl.,
Norwalk, CT 06851
Telephone: (203) 855-8499
Fax: (203) 855-9446
Richard Brandes, Editor-in-Chief
e-mail:
rbrandes@specialtyim.com
6
StateWays I www.stateways.com I January/February 2014
