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 22 of 59 23 March 2015 • efforts, but Heaven Hill looks to promote them together, especially since the fl avors bring in younger consumers and women. "We have an integrated marketing program for the entire brand, including our ongoing sponsorship of Bass Fishing and Championship Bull Riding, a spring music program and fall tailgating program," says Kate Latts, the company's director of marketing. "The brand is activating in all possible ways." The Evan Williams Bourbon Experience at the brand's visitor center in Louisville, KY, which Latts says has been called "The Disney Experience of Bourbon Tours," also serves as a trailhead for the Kentucky Bourbon Trail. "It's an amazing facility and attracts more and more consumers to the brand," she says. Woodford Reserve's recent line extensions include Double Oaked and Reserve Rye, which was just introduced in select markets. Brand director Jason Kempf says Woodford will release its newest Master's Collection offering and a fourth permanent line extension in the coming months. "We'll also be continuing many of our promotional programs," Kempf says. "Last year was our fi rst television advertising campaign, which helped generate a lot of brand awareness. Our Manhattan Experience bartender competition helped solidify our trade and bartenders relationships around the country as well." MAGIC BULLEIT Diageo broke ground on the future home of the Bulleit Distilling Company last year, and opened The Bulleit Experience at Stitzel- Weller, while also launching the Bulleit Woody Tailgate Tour during the fall. "We made a tangible effort to bring the liquid to the lips of thousands of consumers in 2014," says Yvonne Briese, Diageo's vice president of marketing for North American whiskey. "We continue to empower our Masters of Whiskey team to be our eyes, ears and palates in a number of major markets. They have been a valuable asset in growing the brand on-premise, and turning bartenders into true brand advocates." The focus in 2015 for the brand will be on sharing founder Tom Bulleit's story of entrepreneurship, including how he quit a law career in 1987 to revive his family's bourbon recipe. Meanwhile, Maker's Mark is expanding its digital presence by using platforms that engage with the brand's fans in real time, including Reddit, Celtra and customized social programs. It recently engaged consumers and bartenders for feedback during a limited launch of Maker's Mark Cask Strength, which will have national distribution this year. COMEBACK BRAND DISTILLED SPIRITS (thousands of 9-liter cases) '13/'14 Brand Supplier 2012 2013 2014p % Change Remy Martin Remy Cointreau USA 634 621 648 4.4% (p) Preliminary. SVEDKA CONSTELLATION BRANDS ESTABLISHED GROWTH 2014 Cases sold: 4.08 million (+3.3%) Q&A with Diana Pawlik, vice president marketing, spirits and global imports for Constellation Brands CHEERS: What initiatives or promotions in 2014 contributed most to Svedka's growth? DP: Our strong marketing campaign that encompasses both digital and traditional advertising helped hone in on the consumer, while attracting new entrants to the category. Specifi cally in 2014, the rollout of our Strawberry Lemonade and Mango Pineapple fl avors had some of the highest social media engagement within our category. CHEERS: What do you have planned for 2015 to continue the momentum and ensure you win another Growth Brand next year? DP: Apart from our newest Grapefruit Jalapeno creation, we are introducing Svedka 100-proof in March. Imbibers are experimenting with unfl avored vodkas, and there is an evolving air of connoisseurship as it relates to the 100-proof segment. Entering that segment allows us to diversify our portfolio, stay competitive and introduce our innovative vision of what 100-proof vodka should be. CIROC DIAGEO ESTABLISHED GROWTH 2014 Cases sold: 2.09 million (+8.9%) "We speak a lot about a new America," says Dia Simms, president of Combs Wine & Spirits, which partners with Diageo on Ciroc. "Super diverse, extraordinarily digitally connected, with a different level of ownership." To that end, Ciroc continues to carve out its own unique space as a modern, ultra- premium choice for celebratory occasions. The brand launched Ciroc Pineapple last year, as well as a new campaign, "Step Into the Circle," in partnership with the NBA and New York Fashion Week. Ciroc plans to continue activation of that campaign in 2015, along with enhanced partnerships with the NBA and the Grammys. The gluten-free vodka distilled from French grapes, "offers an affordable access point into the luxury lifestyle in which consumers aspire to participate." 2015 GROWTH BRAND AWARDS – SPIRITS

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