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
Four Roses Single Barrel Limited Edition is one of a host of limited-edi- tion expressions brought out by many American whiskey suppliers. on the market may minimize any dra- matic rush of consumers to purchase this category. White whiskey (or white dog) could be more of a fad than a trend; only time will tell." "I don't know if white whiskey is the next trend," admits Petry at Woodford. "But it's new and exciting, and there's room for it as a specialized offering." Heaven Hill's specialized white whiskey offering is the Try Box Series. Named for the device that allows distillers to sample raw whiskey as it comes from the still, the series will feature unaged versions of the company's popu- lar whiskeys. The first two "new makes" are white versions of Evan Williams and Rittenhouse Rye. "We saw interest in 'new make' whiskey on the mixologist side for its unique taste profile," says Kass. Try Box is also a good educational tool at retail, to show con- sumers how barrel aging changes the color, aroma and taste profile of whiskey, he adds. The series will eventually include wheat and corn whiskeys. "Try Box allows us to talk about all the products we offer, for example, our Bernheim Kentucky Straight Wheat Whiskey." Buy the Barrel O ne interesting phenomenon that shows the strength of the superpremium category as well as consumer interest in custom bottling is the practice of retailers buying their own barrel of mature whiskey right from the distilleries. Fact is, vol- umes are now high enough to make the concept viable for retailers who want to offer their customers a prod- uct exclusive to their stores. "The biggest off-premise support among a wide range of the normal tactics is around the Single Barrel Barrel Program," comments Mason. "Accounts try samples from several barrels then purchase an entire barrel for their customers. We're finding that has been a tremendously effective way to drive interest and dis- tribution." "Volume-wise, we are now at the point where we are ordering whiskey by the barrel," says Tesauro at Yankee Spirits. The three stores have featured exclusive barrels of Buffalo Trace, Eagle Rare and Knob Creek, and actively promoted the fact. "That's significant volume for us." Off-Premise Push T o keep the momentum going, producers support their brands with a variety of merchandising and promotional programs both on-premise and off. Evan Williams Black Label continues to benefit from an extensive media campaign that revolves around the theme Some Secrets are Worth Sharing, says Kass. The company will also be on ESPN2 and Great American Country networks, in conjunction with spon- sorship promotions with Bassmaster, the elite fishing series. In addition, the brand now has a championship bull-riding component to its marketing for Evan Williams; not only sponsorship signage on the gates but outfitting the bull wranglers with logoed gear. The Best Kept Secret Band campaign is being reprised, with a free music down- load on the bottle, where legal, and a sweepstakes for the chance to catch the band Evan William's Single Barrel Vintage 2001, the brand's high-end annual vintage- dated expression; Vintage 2002 will be released in November. live. "It's aimed at driving awareness particular- ly among the younger demographic," says Kass. American whiskey brand ambassador Rob Hutchins will also be busy with tastings and seminar for trade and consumers. Yankee Spirits holds regular customer educa- tion sessions, often inviting brand ambassadors and distillers to speak. This fall the retailer is hosting its own American whiskey fest, with 50 to 75 different offerings for its customers to taste. Key promotions for Jack Daniel's include seasonal programs around summer grilling, tailgate parties in the fall and Jack Daniel's birthday during September. A new holiday program will include advertising, on and off premise components and digital and PR activation, says Powell. A well-received Jim Beam commercial starring Willem Dafoe is the beginning of a campaign launched around a Bold Choice theme. "Which we hope will build and grow for many years to come," says Mason. Wild Turkey's extensive market- ing campaign, called "Give 'Em The Bird" (a tongue-in-cheek way to order), features print, outdoor and digital advertising, as well as an in- your-face social media component intended to raise eyebrows and Recently launched Early Times 354 Bourbon reestablishes the brand as a bourbon (not only a Kentucky whiskey). Beverage Dynamics • www.beveragedynamics.com • September/October 2011 • 35 5 5 5