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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Clear Profit LEADING BRANDS OF VODKA '12/ '13 Brand Supplier 2012 2013p % Chg Smirnoff Diageo 9,850 9,930 0.8% Absolut Pernod Ricard USA 4,646 4,440 -4.4% Svedka Constellation Brands 3,825 3,950 3.3% Grey Goose Bacardi USA 3,451 3,382 -2.0% Skyy Campari America USA 2,805 2,850 1.6% Pinnacle Vodka Beam Inc. 2,550 2,770 8.6% Burnett's Vodka Heaven Hill Distilleries 2,039 2,350 15.3% Ketel One Vodka Diageo/Nolet Spirits 2,100 2,135 1.7% Barton Vodka Sazerac 2,040 2,070 1.5% New Amsterdam E & J Gallo 1,130 1,978 75.0% Total Leading Brands 34,436 35,855 4.1% Others 35,624 35,960 0.9% Total Vodka 70,060 71,815 2.5% (p) Preliminary. To learn more go to www.bevinfostore.com. (Thousands 9-liter cases) Or think of the rapper Pitbull, the international superstar who also happens to be Voli Vodka's main shareholder. Not only has he been greatly involved in the development of the vodka, which is made in Cognac, France, from multi-distilled wheat, pure spring water and a natural infusion of fl avors, he also came up with the Vojito, a spin on the Mojito using vodka that taps into home cock- tailing trends. "Voli Vodka has an aggressive marketing plan, which includes various initiatives engaging the consumers via social media and traditional media. The plan provides for various creative pro- grams that will help increase brand visibility and awareness in the off-trade," says Jorge Guitierrez, CEO of Liquid Assets Group, which manages the sales and marketing functions for Voli. For 2014, the brand has a completely new creative campaign; be on the lookout for how we #TurnuptheVOLI." This year, Voli will maintain its current lineup with Voli Original and fi ve fl avors, Lemon, Orange Vanilla, Mango Coconut, Raspberry Cocoa and Espresso Vanilla, with consideration of potential new fl avors in 2015. Going back in time, one of the greatest celebrities is now gracing the latest Three Olives Vodka expression, with its Three Olives Elvis Presley Coconut Water-fl avored vodka. Long dead, the King still lives as a marketing machine. Three Olives also features a Marilyn Monroe Strawberry-fl avored expression. The newest fl ashy, celebrity-backed addition to the vodka scene is VDKA 6100, conceived of by Robert DeNiro and Artisan Spirit Merchants. Anna Battiloro, senior brand manager, knows the mar- ket is especially cutthroat, but still feels it is the right time for another vodka—one that is different from any other. "There's no question that vodka is a highly competitive category, but we believe the unique raw ingredients we have used to create VDKA 6100 sets us apart," she says. VDKA 6100 is distilled from seasonal whey sourced from grass-fed cow's milk and natural spring water from New Zea- land, distilled three times and fi ltered through a bed of carbon, "producing a silky, ultra-smooth liquid, a very different vodka experience than what people are used to," Battiloro points out. Although the ultimate goal is to roll out VDKA 6100 nationally, the primary emphasis is on building the presence in New York, New Jersey and Connecticut markets. "We believe our liquid stands up for itself, so the initial initia- tive is for people to taste VDKA 6100. We have a long list of tasting and sampling scheduled at various off-premise locations to introduce the brand," she says. "VDKA 6100 is our contempo- rary take on vodka. Being that we are the only vodka distilled with whey, a non-traditional in- gredient, we're challenging the old guard." BD Dan Aykroyd launched Newfoundland-made Crystal Head Vodka several years ago, and the skull's head bottle has maintained a cult status. Just launching in select markets is the Robert DeNiro-supported VDKA 6100, imported from New Zealand and distilled from seasonal whey. www.beveragedynamics.com May/June 2014 • Beverage Dynamics 27