Cheers March 2015

Cheers is dedicated to delivering hospitality professionals the information, insights and data necessary to drive their beverage business by covering trends and innovations in operations, merchandising, service and training.

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Page 16 of 59 17 March 2015 • E ach year, dozens—if not hundreds—of new brands join the wine and spirit industries, all fi ghting for market share and consumers' attention. What propels some brands on a path to growth, while others are destined to be forgotten? Quality product, brand awareness, consumer perception, advertising, promotions, merchandising, event marketing and countless other factors come into play, not to mention luck. Only the most successful brands strike the right balance at the right time, rising above the competition. Since growth comes in many forms, the awards for both wines and spirits are split into four categories: Rising Star, Fast Track, Established Growth and Comeback Brands. Rising Stars are new brands that show great potential. Fast Track brands have grown steadily and are on the way to becoming category leaders. Established Growth winners are top-selling brands with a proven track record. And Comeback Brands are past winners that saw a temporary decrease in sales, but have since rebounded to at least their prior level. We asked the 163 Growth Brand winners what it took to build their brand, how they grew sales in 2014 and how they're planning to sustain the momentum in 2015. Their answers provide insight into the resolve it takes to become a category leader in the beverage alcohol industry, and the determination required to stay on top year after year. Cheers congratulates this year's Growth Brand winners for their achievements. These 90 wine brands and 73 spirit brands are lighting the way, leading the industry to continued growth and success. "Although the growth brands accounted for roughly one- third of wine and spirit industry sales last year, they accounted for more than three-quarters of the industries' growth," says Adam Rogers, manager of information services for the Beverage Information & Insights Group, the research unit of Cheers' parent company. "The Growth Brands are what propels these industries forward. Recognizing them as winners is essential and they deserve to be honored." THE CLASS OF 2015 The winners of this year's Growth Brand Awards include 90 wine brands and 73 spirit brands, representing more than 60 different suppliers. Among the highlights from this year's class: Top-selling spirit winners include Svedka (4.08 million nine-liter cases sold in 2014), Jim Beam (4.07 million cases) and Fireball (3.90 million cases). Top-selling wine winners include Barefoot Cellars (16.42 million cases), Woodbridge (9.15 million cases) and Black Box (4.02 million cases). Suppliers with the most winning brands include E. & J. Gallo Winery (17), Constellation Brands (15), Diageo (9) and Heaven Hill (8). A dozen winning brands didn't register any sales in 2013 and rose to more than 20,000 cases sold in less than a full year. In total, the Growth Brand winners represent nearly 130 million cases of wines and spirits sold in 2014. SELECTING THE WINNERS The Beverage Information & Insights Group uses the following criteria to select this year's Growth Brand winners, based on brands' projected case sales for the 2014 calendar year: FAST TRACK BRANDS must have exceeded 100,000 nine-liter cases, with double-digit growth in each of the last four years. All Fast Track Brands must also be at least fi ve years old. RISING STAR BRANDS must be less than fi ve full years old and have exhibited notable growth in the past few years, reaching at least 20,000 nine-liter cases in 2014. ESTABLISHED GROWTH BRANDS must be a top seller in their category, moving a minimum of 400,000 nine-liter cases annually. They must also have grown moderately or substantially in each of the past four years. COMEBACK GROWTH BRANDS include previous winners that have rebounded in sales to at least their previous level, following a recent decline. 17 March 2015 •

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