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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Bluecoat, another micro-distilled gin out of Philadelphia, is labeled “American Dry Gin” and features for- ward citrus notes and softer juniper. cally, left them an opening. “More than 70 new vodka brands are introduced per year. That’s more than one a week,” said Anshuman Vohra, founder and CEO of the Bulldog Gin Company. “Younger consumers are looking for some- thing more exciting.” Appealing To a New Generation that gin is appealing to a new generation. “Vodka first became popular in 1979, 1980, thirty years ago,” said Anchor Distilling’s King. “That’s why we are looking at generationality.” In other words, the new generation of consumers sees vodka as the thing their parents drank. And this newest generation of consumer is more sophisticated and savvy than ever. “The tastes of consumers today have changed,” point- ed out Carl Nolet, executive vice president of Nolet Spirits USA, which launched Nolet’s Gin last October. (Nolet Spirits is also the company A nd that’s another point upon which gin suppliers agree: behind Ketel One Vodka.) “These days, you see flavor in everything. There are different flavors of maple syrup – cinnamon, raspberry, honey – in the grocery store. Consumers are used to flavors and they are expecting more robust ones.” Anchor’s David King sees the same trends. “When it comes to restaurants, people are interested in ethnic food with strong flavors, like Thai. Light beers are tanking, while craft beers are growing. People’s palettes are changing,” he said. Nolet also sees that today’s younger consumers are knowledgeable and willing to learn. “They are ready to explore at a much younger age,” he said. “Gin has one of the largest potentials [of any spirit type].” Bulldog’s Vohra sees that trend too. “You definitely see that interest in superpremi- um products with consumers starting at the legal drinking age,” he said. Key: Product Education and Trial Leading Brands of Gin In the Control States T (Thousands of 9-Liter Cases) Brand Supplier 2009 2,055,804 46 2010 % Chg Seagram's Gin . . . . . . . . . . . . . . .Pernod Ricard USA . . . . . . . . . . . .721,591 . . . . . . . .692,653 . . . . . . . .-4.0% Tanqueray . . . . . . . . . . . . . . . . . . .Diageo . . . . . . . . . . . . . . . . . . . . . . .329,906 . . . . . . . .330,684 . . . . . . . .0.2% Gordon's Gin . . . . . . . . . . . . . . . .Diageo . . . . . . . . . . . . . . . . . . . . . . .202,682 . . . . . . . .196,858 . . . . . . . .-2.9% Bombay . . . . . . . . . . . . . . . . . . . .Bacardi USA . . . . . . . . . . . . . . . . . .174,255 . . . . . . . .180,799 . . . . . . . .3.8% Gilbey's Gin . . . . . . . . . . . . . . . . .Beam Global Spirits & Wine . . . . .161,153 . . . . . . . .160,118 . . . . . . . .-0.6% New Amsterdam . . . . . . . . . . . . .E & J Gallo . . . . . . . . . . . . . . . . . . . .97,393 . . . . . . . .115,792 . . . . . . .18.9% Beefeater . . . . . . . . . . . . . . . . . . .Pernod Ricard USA . . . . . . . . . . . .110,968 . . . . . . . .112,579 . . . . . . . .1.5% Burnett's White Satin . . . . . . . .Heaven Hill Distilleries . . . . . . . . .103,429 . . . . . . . . .98,313 . . . . . . . .-4.9% Aristocrat Gin . . . . . . . . . . . . . . .Heaven Hill Distilleries . . . . . . . . . .83,080 . . . . . . . . .79,457 . . . . . . . .-4.4% Barton Gin . . . . . . . . . . . . . . . . . .Sazerac . . . . . . . . . . . . . . . . . . . . . . . .71,347 . . . . . . . . .71,266 . . . . . . . .-0.1% Top Ten Leading Brands Source: NABCA data 2,038,519 -0.8% he key to unlocking this potential, say sup- pliers, is education and trial. To help spur interest and trial, Pernod Ricard has developed two limited-edition, seasonal ver- sions of its iconic Beefeater brand. Its Beefeater Summer Edition highlights a slightly more floral character than the original, while Beefeater Winter Edition Gin blends cinnamon, nutmeg Another of the American Dry gins, with less juniper in its recipe is Aviation Gin. StateWays s www.stateways.com s July/August 2011