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.
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Driving Growth T T here are many theories as to what is driving the growth of the Irish whiskey segment, including inherent category momentum, increased investment, marketing campaigns and the innate quality and drinkability of the liquid. "Jameson is driving a lot of the growth in the catego- ry," opined John Cashman, global brand ambassador for Cooley Distillery. But that is good for the category as a whole, he believes. "They are able to open up new doors that we never could, and people are peeping in to see what else is behind Jameson." Consumers who are lured by the New News Brewing in Irish Beer Segment he big news in the Irish beer segment last year was the launch in the U.S. of Guinness Foreign Extra Stout. This year it's the launch of Guinness Black Lager. "Guinness has blown the doors off again," exclaimed Broc Smith, owner of Sarasota Liquor Locker, in Sarasota, FL. "Last year, they released Foreign Extra, and now they've come out with this Black Lager." The retailer says that Guinness is his number-one driver in the Irish beer segment, which also includes Smithwick's Ale and Harp Lager. "Black Lager is our big bet for Guinness has high hopes for its new Black Lager. this year," affirmed Guinness brand director Doug Campbell, "and we've got a lot of energy and support behind it." Although best known for its dry Irish stout style ale, Guinness has been brewing lagers for over half a century, since it established Harp in the 1950s. However, unlike the golden-hued Harp, the new Guinness lager, true to its name, is black as obsidian. Using stout's signature roasted barley, the new brew is made with lager yeast, hops and traditional cold brewing methods. Despite its color, Black Lager is light on the palate and refreshing. For the past few years the company has been experiment- ing with different formulas and processes to get that balance right. "For a while we've been thinking that American consumers would appreci- ate a more substantive, flavorful lager than they can currently get from the marketplace," explains Campbell. "So we set out to create a brew that was definitively a lager - which crisp, light on the palate, and refreshing - yet at the same time was uniquely and distinctively Guinness, with the flavor and charac- ter you would expect from the brand." First, Black Lager was test marketed in Chicago and San Diego, where, says Campbell, it got a favorable reception. "Our big question was, would consumers be willing to view Guinness as a brand that could do things other than our trademark stout." So far, the answer to that question seems to be yes. "In our three stores, Black Lager is moving very well," declared Tom Tesauro, partner in Massachusetts-based Yankee Spirits. In the Irish beer category, the retailer reports he mostly stocks the Diageo products, Guinness, Smithwick's and Harp. He also carries an Irish Heritage Pack, with a selection of those beers in a variety package. Guinness had a good year in 2011, reported Campbell, with growth in its draft business, and a bit of acceleration on its base busi- ness. The lager launch positions the company well for 2012. Guinness will continue to invest in its core business, with promotional activity both off- and on-premise later in the year. Here's newly designed four- pack carrier for O'Hara's Irish Stout and Irish Red. Also news in the Irish off- premise segment is a redesigned four-pack carrier for O'Hara's Irish Stout and Irish Red as well as re- branded new case cartons to make the process of stocking and dis- playing the brands simpler. O'Hara's is produced by Ireland micro-brewery Carlow Brewing Company. The four-pack carriers are easy to pick up at the bottle neck and come in new case car- tons, or "mother cases," offering a better display and better branding opportunities, according to Dave Britt of Paulaner HP USA and brand manager for O'Hara's. Beverage Dynamics • www.beveragedynamics.com • January/February 2012 • 21