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/36361
flavor, Sea Breeze.” The brand also is letting con- sumers themselves make more of the decisions about what they want from the brand. A Facebook campaign this spring asked consumers to vote on what Malibu’s next flavor should be. They voted for cranberry-cherry, which bowed in May. “I think their choice largely has to do with convenience again,” McCann said. “Instead of playing with single flavors, they have an interesting flavor combination they can easily mix with cola or soda without pulling together lots of ingredients.” Now the brand is asking consumers to help devise a media campaign for the new flavor. To support all its products this summer, the brand is sponsoring a 10-city “Station Invasion” concert tour as part of its Radio Maliboom Boom campaign. In April, the brand announced a search for a con- sumer to be a correspondent on the tour, updating fans with blog and video postings, photos and more. The winner got a trip to Barbados for “training” and will join artists Taio Cruz, Ciara and others on tour this month. away at the end of the promotion. Malibu also has launched Malibu Black to reach consumers on differ- ent drinking occasions. At 70 proof (higher proof than Malibu), and with slightly less sweetness, Malibu Black delivers a different experience for higher energy occasions, accord- ing to McCann, such as evenings when target consumers like to have fun and socialize. The high-end Pyrat Rum, from Patron, grew 11% worldwide last year, the company says. Other rum makers are jump- ing on the flavor bandwagon as well. Don Q introduced its Mojito flavor last year, naturally infusing its rum with mint rather than adding a flavoring ingredient. This June it introduced Passion Fruit in New York, New Jersey, Florida, Massachusetts and Illinois. To take advantage of consumer interest in experi- menting with flavors, the brand will be offering a num- ber of co-packs including Don Q Gold with Coco Lopez, Don Q Limon with Ocean Spray cranberry juice cocktail, and Don Q Cristal with cola. For the holidays later this fall, the brand will feature a Blackbeard gift box co-pack with a special flask. The program is being supported with retail POS and local market activity such as radio promotions and outdoor. Holidays get heavier support, and POS will feature QR codes which consumers can scan with their smart phones to enter drawings for giveaways. A grand prize Airstream trailer, on tour all summer, will be given The brand is working closely with the US Bartending Guild to spread the word and educate con- sumers about Don Q and Distileria Serralles, the most environmentally sustainable distillery in the Caribbean. At retail, the brand is conducting tastings where legal in as many markets as possible. Coruba, a Jamaican rum launched last year by way of a New Zealand producer, also is making efforts to (Thousands of 9-Liter Cases) Brand Supplier 2009 2010 % Chg Don Q Blackberry Mojito Bacardi . . . . . . . . . . . . . . . . . . . . . . . . . . .Bacardi USA . . . . . . . . . . . . . . . . . . .9,400 . . . . .9,400 . . . .0.0% Captain Morgan (excludes Parrot Bay) . . .Diageo . . . . . . . . . . . . . . . . . . . . . . . . 5,597 . . . . .5,680 . . . .1.5% Malibu . . . . . . . . . . . . . . . . . . . . . . . . . . . .Pernod Ricard USA. . . . . . . . . . . . . . . 1,605 . . . . .1,628 . . . .1.4% Castillo . . . . . . . . . . . . . . . . . . . . . . . . . . .Bacardi USA . . . . . . . . . . . . . . . . . . . 1,045 . . . . . .940 . . .-10.0% Admiral Nelson . . . . . . . . . . . . . . . . . . . . .Luxco . . . . . . . . . . . . . . . . . . . . . . . . . . 570 . . . . . .698 . . .22.5% Cruzan . . . . . . . . . . . . . . . . . . . . . . . . . . .Beam Global Spirits & Wine . . . . . . . . . 538 . . . . . .648 . . .20.4% Captain Morgan Parrot Bay . . . . . . . . . . .Diageo . . . . . . . . . . . . . . . . . . . . . . . . . 580 . . . . . .575 . . . .-0.9% Sailor Jerry . . . . . . . . . . . . . . . . . . . . . . . .William Grant & Sons . . . . . . . . . . . . . . 400 . . . . . .470 . . .17.5% Ronrico . . . . . . . . . . . . . . . . . . . . . . . . . . .Beam Global Spirits & Wine . . . . . . . . . 442 . . . . . .425 . . . .-3.8% Myer's . . . . . . . . . . . . . . . . . . . . . . . . . . .Diageo . . . . . . . . . . . . . . . . . . . . . . . . . 295 . . . . . .275 . . . .-6.8% Total Leading Brands Others Total Rum Source: The Beverage Information Group 20 • Beverage Dynamics • www.beveragedynamics.com • July/August 2011 20,472 25,000 20,739 4,528 4,811 25,550 1.3% 6.3% 2.2%