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/41523
5 5 Advertorial HIRAM WALKER® CARAMEL APPLE — SWEET INDULGENCE IN A BOTTLE This fall, Hiram Walker—the classic, diverse line of all-natural premium cordials—introduces Caramel Apple Liqueur, its newest addition to the portfolio. This irresistibly indulgent combination of sweet caramel and crisp red apple arrives just as summer begins to give way to fall and consumers' tastes give way to the richer, more robust flavors of autumn. Like all of the great flavors in Hiram Walker's top- selling family, Hiram Walker Caramel Apple can be mixed with a wide range of spirits and mixers to create decadent, easy-to-mix cocktails perfect for any occasion. An estimated 35% of cordial sales occur during the holiday season. Add to this the growth in popularity of apple-flavored and dessert-flavored spirits, and you have the perfect storm: a timely and great-tasting new liqueur from a trusted brand that marries two of today's most popular flavors. Hiram Walker Caramel Apple is made with all-natural flavors and puts a unique spin on fall cocktail offerings. It pairs well with ABSOLUT® base and flavors, as well as with other premium spirit brands, allowing retailers to create engaging cross-merchandising displays that provide consumers with simple cocktail solutions—especially around the fall holidays. Bite into the delicious and indulgent taste of Hiram Walker Caramel Apple with these recipes and more: Golden Delicious 1 part ABSOLUT® Citron 1 part HIRAM WALKER® Caramel Apple Liqueur 1 part sour mix Serve chilled in a shot glass. Caramel Apple Martini 1 part HIRAM WALKER® Apple Liqueur 1 part ABSOLUT® Vodka Shake with ice, and serve in a chilled martini glass. For additional recipes visit www.HiramWalker.com Caramel Jack Daniel's recently launched a new taller, slimmer bottle with square shoulders for its iconic Tennessee Whiskey. by 16.2%. In terms of revenue, the entire American Straight Whiskey category gained 4.2% in 2010 (DISCUS). "We're seeing a tremendous amount of upside in the bourbon category, particularly in the last year or so. The overall category continues to grow from both a volume sales and a dollar perspective," concurs Rob Mason, direc- tor of bourbons for Beam Global, whose extensive whiskey brands include Jim Beam, Maker's Mark, Knob Creek and Basil Hayden's. Those positive numbers are making a definite impact on retail shelves. "My whiskey section is rocking," exclaims Patti Robinson, owner of Heritage Wine & Liquor in Centennial, CO. "I've been giving American whiskeys a lot more shelf space over the past year." Growth is not just measured in dollars. The Wild Turkey brand just unveiled a $50 million distillery expansion. The new 134,000 sq. ft. facility is capable of producing up to 11 million proof gallons of liquid annually. "Bourbon has been on a roll for several years and that continued in 2010. The category saw good momentum even in a rather shaky general economy," points out Umberto Luchini, group brand director for American whiskies at Skyy Spirits, which purchased the Wild Turkey brand in 2009. Roll Out The Barrel T he question is, what got the barrel rolling? Industry professionals point to a number of factors driving interest and growth in the category. One positive factor is that American whiskey is a great value relative to other categories. "I consider superpremium bourbons to be a good value proposition," declares Mason at Beam Global. The high end for some spirits categories can cost up to hundreds of dollars a bottle, whereas superpremium bour- bons generally range $30-$50. "That's much more approachable." "Three factors have really helped the category and our brand," explains Laura Petry brand manager for Woodford Reserve, a bourbon in Brown- Forman's portfolio that also includes Jack Daniels Tennessee Whiskey, Old Forester and Early Times. One factor, says Petry, is the cock- tail renaissance sweeping the country; many classics feature whiskey. Cocktail culture generally appeals to a younger demographic and to more female consumers, she concludes. Generating a Buzz S ome would argue that much of the category's newfound momentum comes from highly publicized educational seminars, like Tales of the Cocktail and the Manhattan Cocktail Classic, and the growing number of whiskey tastings and competitions, like the International Wine and Spirit Competition and WhiskyFest. That excitement is augmented Jim Beam Devil's Cut is the latest entry to the Jim Beam Bourbon portfolio. This expression uses a propri- etary process to reclaim the whiskey that has been absorbed into the barrel, resulting in a unique taste.