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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55 StateWays Q www.stateways.com Q May/June 2014 tequila arena early on, now has launched a cinnamon- infused silver tequila called Cinge. Available nationwide, the 750 ml bottle is priced $17.99. Ad agency McCann Erickson New York has created animated 15- and 30-sec- ond spots, a print ad and a graphic novel featuring a Mexican scorpion, which is to be the mascot for Jose Cu- ervo Cinge. Sister brand 1800 Tequila recently released a coconut-infused tequila variant. "Brands are being careful about the fl avors they think make sense from taste profi le and usage perspectives," says Ross. The new Hornito's Lime Shot is a good example. "We took our plata and added the refreshing taste of lime and a hint of salt, which relates to the salt and lime ritual. The idea was to put that ritual in a bottle and have a great-tasting way to drink tequila that is authentic and true to the spirit." Hornitos Lime Shot is currently available nationwide, with a suggested retail price of $17.99 - $19.99 for a 750 ml bottle; it will also be available in 50 ml and 1 liter sizes. Other fl avored variants in the market are Avion Espresso Liqueur, which launched last year with an suggested retail of $24.99, and Peligroso Cinnamon from Diageo. Not quite a fl avor and not quite a tequila either, Mal- ibu Red is a rum-tequila hybrid. "We've seen the blend of Malibu Coconut Rum and tequila as a way to expand our consumer base by appealing to tequila drinkers, with new occasions and with new mixability options," says Josh Hayes, Malibu senior brand manager at Pernod Ricard. The mash-up came about when Malibu brand ambassador, the rapper NE-YO, was adding tequila to Malibu Coconut Rum to give it an extra kick. "Malibu Red is poised to capture what we refer to as the 'fun te- quila' occasion," says Hayes. "Clear spirits are highly mixable. Malibu's coconut fl avor helps smooth out the burn from tequila that some consumers fi nd polarizing." Brand Supplier 2012 2013 % Chg Jose Cuervo Proximo Spirits 628,900 574,757 -8.6% 1800 Proximo Spirits 208,778 267,398 28.1% Sauza Beam Inc. 225,640 238,873 5.9% Patron The Patron Spirits Company 191,101 195,195 2.1% Montezuma Sazerac 110,564 108,795 -1.6% Juarez Luxco 72,148 75,384 4.5% La Prima Paramount Distillers 57,682 55,451 -3.9% El Jimador Brown-Forman Beverages 36,646 41,643 13.6% Aristocrat Heaven Hill Distilleries 39,012 37,622 -3.6% Lunazul Heaven Hill Distilleries 31,405 34,003 8.3% Total Leading Brands 1,601,876 1,629,121 1.7% Others 467,574 483,110 3.3% Total Tequila in the Control States 2,069,450 2,112,231 2.1% Source: Beverage Information Group Data from NABCA data. To learn more go to www.bevinfostore.com. Diageo recently acquired the ultra-premium DeLeon Tequila, which it will import and mar- ket in partnership with Sean "Diddy" Combs, as well as Peligroso Tequila, which also includes a cinnamon-fl avored expression in its lineup. E&J Gallo's Familia Camerena tequila sales gained an impressive 36.0% in 2013, to 571,000 9-liter cases nationally. (9-Liter Cases) Leading Brands of Tequila IN THE CONTROL STATES Leading Brands of Tequila IN THE CONTROL STATES