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
Issue link: http://read.dmtmag.com/i/30774
New Polish import Vesica Vodka features a uniquely shaped bottle. brand’s sponsorship and participation in design and fashion promotions nationwide, such as signature Art of Design events and a partnership with DIFFA: Design Industries Foundation Fighting AIDS for its 2011 Dining By Design Tour. Burnett’s Always Your Favorite cam- paign will be focused mainly on the brand’s 23 flavors this summer, espe- cially Pink Lemonade and Sweet Tea, as well as the new debuts. In May, Burnett’s began a national out-of-home advertising cam- paign in nine markets, offering a lot of additional sup- port to drive initial traffic, according to Hafer. Bacardi plans a strong focus on digital vehicles for its vodka brands, websites, Facebook, iPhone apps and foursquare. All its in-store promotions drive consumers to social media. “Vodka consumers are comfortable with digital technology,” points out Metevier. “It’s an ideal way to engage consumers in a two-way dialog, which gives us insights for new promotions, new products and new brands.” Wave of the Future he future is always uncertain and prognostications difficult. But given the category’s current momentum and glimmers of a gradually brightening economic pic- ture, it seems likely that vodka’s reign will continue, with ever more new brands, new expressions and new flavors to fill retail shelves and restaurant back- bars. T “Vodka continues to be a dynamic category that has sustained exceptional growth beyond market expectations,” said Diageo’s Rosen, “which we expect will only continue as consumer interests grow and evolve.” SW Three Olives portfolio gained another 8.8% last year to 1.36 million cases. The brand’s latest flavor expression is Three Olives Dude, a lemon-lime flavored vodka. In the Control States (9-Liter Cases) Brand Supplier 2009 2010 % Chg Smirnoff . . . . . . . . . . . . . . . . . . . . . .Diageo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2,080,091 . . . . . . . . . .2,188,027 . . . . . . . . . . . . . .5.2% Absolut . . . . . . . . . . . . . . . . . . . . . . .Pernod Ricard USA . . . . . . . . . . . . . . . . . . . . . . . . . .1,093,274 . . . . . . . . . .1,155,142 . . . . . . . . . . . . . .5.7% Aristocrat . . . . . . . . . . . . . . . . . . . . .Heaven Hill Distilleries . . . . . . . . . . . . . . . . . . . . . . . .667,409 . . . . . . . . . . . .668,310 . . . . . . . . . . . . . .0.1% Burnett’s . . . . . . . . . . . . . . . . . . . . . .Heaven Hill Distilleries . . . . . . . . . . . . . . . . . . . . . . . .600,655 . . . . . . . . . . . .626,295 . . . . . . . . . . . . . .4.3% Grey Goose . . . . . . . . . . . . . . . . . . . .Bacardi USA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .568,834 . . . . . . . . . . . .566,200 . . . . . . . . . . . . .-0.5% Pinnacle . . . . . . . . . . . . . . . . . . . . . .White Rock Distilleries . . . . . . . . . . . . . . . . . . . . . . . .416,587 . . . . . . . . . . . .541,335 . . . . . . . . . . . . .29.9% Popov Vodka . . . . . . . . . . . . . . . . . . .Diageo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .480,896 . . . . . . . . . . . .456,647 . . . . . . . . . . . . .-5.0% Taaka . . . . . . . . . . . . . . . . . . . . . . . .Sazerac . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .393,349 . . . . . . . . . . . .444,516 . . . . . . . . . . . . .13.0% Skyy . . . . . . . . . . . . . . . . . . . . . . . . .Skyy Spirits USA . . . . . . . . . . . . . . . . . . . . . . . . . . . . .453,869 . . . . . . . . . . . .436,302 . . . . . . . . . . . . .-3.9% Stolichnaya . . . . . . . . . . . . . . . . . . . .William Grant & Sons . . . . . . . . . . . . . . . . . . . . . . . . .431,009 . . . . . . . . . . . .419,235 . . . . . . . . . . . . .-2.7% Total Leading Brands in the Control States Others Total Vodka in the Control States Source: Beverage Information Group Database from NABCA data. 52 StateWays s www.stateways.com s May/June 2011 7,185,973 7,148,805 14,334,778 7,502,009 7,485,217 14,987,226 4.4% 4.7% 4.6%