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.
Issue link: http://read.dmtmag.com/i/30945
New Polish import Vesica Vodka features a uniquely shaped bottle. and off-premise trade) to activate the ‘Cocktails Perfected’ message,” accord- ing to a company spokesperson. New in-store merchandising mate- rials will support the launch of Effen Cucumber, including shelf talkers and recipe cards, says Washington. And consumers can expect to see a contin- uation of Effen’s “Provocatively Premium” campaign as well as the 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 campaign 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 campaign in nine markets, offering a lot of addi- tional support 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 T he future is always uncertain and prognostications difficult. But given the category’s current momentum and glimmers of a gradually brightening economic picture, it seems likely that vodka’s reign will continue, with ever more new brands, new expressions and new flavors to fill retail shelves and restau- rant backbars. “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.” s 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. (Thousands of 9-Liter Cases) Brand Supplier 2009 2010 % Chg Smirnoff . . . . . . . . . . . . . . . . . . . . . .Diageo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9,507 . . . . . . . . . . . . .9,600 . . . . . . . . . . . . .1.0% Absolut . . . . . . . . . . . . . . . . . . . . . .Pernod Ricard USA . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4,485 . . . . . . . . . . . . .4,602 . . . . . . . . . . . . .2.6% Grey Goose . . . . . . . . . . . . . . . . . . . .Bacardi USA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3,500 . . . . . . . . . . . . .3,400 . . . . . . . . . . . .-2.9% Svedka . . . . . . . . . . . . . . . . . . . . . . .Constellation Spirits . . . . . . . . . . . . . . . . . . . . . . . . . . . .2,762 . . . . . . . . . . . . .3,246 . . . . . . . . . . . .17.5% Skyy . . . . . . . . . . . . . . . . . . . . . . . . . .Skyy Spirits USA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2,655 . . . . . . . . . . . . .2,700 . . . . . . . . . . . . .1.7% McCormick Vodka . . . . . . . . . . . . . . .McCormick Distilling . . . . . . . . . . . . . . . . . . . . . . . . . . .2,089 . . . . . . . . . . . . .2,086 . . . . . . . . . . . .-0.1% Ketel One . . . . . . . . . . . . . . . . . . . . .Diageo/Nolet Spirits . . . . . . . . . . . . . . . . . . . . . . . . . . . .1,846 . . . . . . . . . . . . .1,946 . . . . . . . . . . . . .5.4% Stolichnaya . . . . . . . . . . . . . . . . . . . .William Grant & Sons . . . . . . . . . . . . . . . . . . . . . . . . . . .1,950 . . . . . . . . . . . . .1,890 . . . . . . . . . . . .-3.1% Barton Vodka . . . . . . . . . . . . . . . . . .Sazerac . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1,800 . . . . . . . . . . . . .1,890 . . . . . . . . . . . . .5.0% Popov Vodka . . . . . . . . . . . . . . . . . . .Diageo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1,824 . . . . . . . . . . . . .1,800 . . . . . . . . . . . .-1.3% Total Leading Brands Others 32,418 Total Vodka Source: The Beverage Information Group Beverage Dynamics • www.beveragedynamics.com • May/June 2011 • 29 33,160 26,087 28,740 58,505 61,900 10.2% 5.8% 2.3%