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
glasses. "They are a lot of fun; kind of a wink and a nod from Kentucky," says Luchini. Heritage Wine & Liquor holds regular tastings on Friday afternoons. In a three-hour period, the retailer will sell as many as three cases of spirits, depending upon what is being featured. In partnership with a local restaurant, the retailer has also hosted bourbon dinners pairing three or four appetizer portions with different whiskeys. "They sell out," says Robinson. Tom Bulleit is the ambassador for his own brand, evangelizing to the trade, notes Briese. In addition, there's an internal resource, 20 Masters of Whiskey fanning out across the country educating the trade and consumers. "We see social media as an amplification of our other growth drivers; facebook is becoming a more important part of our social marketing," says the VP. Four Roses has mounted a billboard campaign in its home state of Kentucky. It also participates in as many tasting events as feasible, while relying heavily on media and PR to promote and grow its brands on a grassroots basis, says Rutledge. Once again this fall, Woodford Reserve will reprise its Manhattan Experience. Working in partnership with Esquire Magazine, the event will include a bar- tender competition, and be supported with off-premise merchandising. The brand will also amp up its social media component, including facebook, and is updating its website. Flowing into the Future A ll signs point to a bright future for America whiskey, with continued growth, burgeon- ing new products and increasing consumer interest. Jimmy and Eddie Russell christening a Wild Turkey barrel. Retailers say barrel programs at retail have become an effective way of increasing interest in the category. "As the world economy improves, the potential growth of Bourbon whiskeys around the world is exciting and real," believes master distiller Rutledge at Four Roses. Concurs Kass at Heaven Hill, "We see no reason that whiskey is going to slow down." "We are incredibly bullish about where the whiskey category is headed for the remainder of 2011 and beyond," concludes Mason at Beam Global. "We think there's a huge amount of upside and opportunity." s (Thousands of 9-Liter Cases) Brand Leading Brands of Straight Whiskey 09/10 Supplier 2009 2010 % Chg Jack Daniel's . . . . . . . . . . . . . . .Brown-Forman Beverages . . . . . . .4,655 . . . . . . .4,647 . . . . . .-0.2% Jim Beam . . . . . . . . . . . . . . . . . . Beam Global Spirits & Wine . . . . .3,020 . . . . . . .3,034 . . . . . . .0.5% Evan Williams. . . . . . . . . . . . . . . Heaven Hill Distilleries . . . . . . . . .1,235 . . . . . . .1,284 . . . . . . .4.0% Maker's Mark (includes 46) . . . . Beam Global Spirits & Wine . . . . . . .803 . . . . . . . .915 . . . . . .13.9% Early Times. . . . . . . . . . . . . . . . . Brown-Forman Beverages . . . . . . . . .655 . . . . . . . .617 . . . . . .-5.8% Wild Turkey. . . . . . . . . . . . . . . . . Skyy Spirits USA . . . . . . . . . . . . . . .550 . . . . . . . .550 . . . . . . .0.0% Ten High . . . . . . . . . . . . . . . . . . . Sazerac . . . . . . . . . . . . . . . . . . . . . . .465 . . . . . . . .450 . . . . . .-3.2% Old Crow . . . . . . . . . . . . . . . . . . Beam Global Spirits & Wine . . . . . . .407 . . . . . . . .429 . . . . . . .5.4% Ancient Age/AAA . . . . . . . . . . . . Sazerac . . . . . . . . . . . . . . . . . . . . . . .380 . . . . . . . .375 . . . . . .-1.3% Heaven Hill Bourbon . . . . . . . . . Heaven Hill Distilleries . . . . . . . . . . .290 . . . . . . . .296 . . . . . . .2.1% Total Leading Brands Others 12,460 2,470 Total Straight Whiskey Source: Beverage Information Group 36 • Beverage Dynamics • www.beveragedynamics.com • September/October 2011 14,930 12,597 2,683 15,280 1.1% 8.6% 2.3% 5 5