Beverage Handbook

Liquor Handbook 2015

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Liquor Handbook 2015 36 The Markets for Distilled Spirits National Trends & Statistics SHELFTRAC ™ National Scorecard, 2014 ———— ——— Shelf Level*** ——— ——— —— ————— ——— Price**** —————— —— % of Stores Average # of Above Eye Eye Waist Knee Total Average Low High Most Frequent Stocking* Shelf Facings** Level Level Level Level Share Shelf Price Price Price Price Category Scorecard Vodka 100.0% 233.3 23.4% 26.6% 26.6% 23.5% 15.7% $22.20 $1.99 $169.98 $14.99 Scotch 100.0 109.7 26.4 29.4 27.1 17.1 7.4 43.69 4.21 560.99 39.99 American Whiskey 100.0 198.4 22.0 29.1 28.6 20.3 13.4 25.48 2.19 277.99 29.99 Gin 100.0 80.7 17.6 31.0 29.2 22.2 5.4 22.57 1.79 109.99 19.99 Tequila 100.0 112.9 25.7 31.3 28.9 14.2 7.6 35.53 4.98 399.99 29.99 Rum 100.0 138.0 18.7 29.9 29.9 21.5 9.3 18.13 2.99 85.99 15.99 Irish Whiskey 100.0 44.1 24.6 37.7 28.4 9.3 3.0 29.71 6.49 60.99 22.99 Cordials & Liqueurs 100.0 43.3 21.6 28.0 27.7 22.8 2.9 22.98 2.29 90.99 19.99 Total 100.0% 960.3 24.6% 25.3% 25.3% 24.8% 100.0% $25.45 $1.79 $560.99 $19.99 Supplier Scorecard Diageo 100.0% 164.2 24.8% 26.2% 26.2% 22.7% 11.1% $26.74 $2.49 $560.99 $14.99 Beam Suntory 100.0 41.5 14.3 29.9 29.6 26.2 2.8 20.16 1.79 69.99 12.99 Pernod Ricard 100.0 47.1 22.8 31.0 30.1 16.1 3.2 24.87 2.99 157.99 19.99 Sazerac 89.3 6.2 8.8 23.0 38.2 30.1 0.4 17.41 1.99 40.48 19.99 Bacardi 100.0 42.4 26.2 33.2 31.2 9.4 2.9 25.45 2.99 78.99 15.99 Brown Forman 100.0 22.6 14.5 34.8 30.4 20.2 1.5 24.39 2.80 64.99 22.99 Campari America 99.6 14.3 17.9 33.7 38.0 10.3 1.0 22.08 3.99 49.99 16.99 William Grant & Sons 99.9 19.1 25.8 33.8 23.7 16.6 1.3 27.81 3.99 89.99 19.99 E&J Gallo 94.5 12.3 8.2 22.9 39.8 29.2 0.8 14.41 2.99 27.99 13.99 Constellation Brands 90.0 8.9 3.1 30.1 37.8 29.0 0.5 15.09 2.99 27.99 12.99 Proximo Spirits 99.9 14.5 18.2 39.7 34.7 7.4 1.0 23.80 4.99 73.99 18.99 Patron Spirits 98.4 5.7 44.5 41.2 12.7 1.5 0.4 52.65 13.99 139.99 49.99 All Other 100.0% 1,169.5 24.4% 25.6% 25.7% 24.4% 78.7% $25.53 $2.29 $199.99 $19.99 Total 100.0& 1,568.3 24.6% 25.3% 25.3% 24.8% 100.0% $25.45 $1.79 $560.99 $19.99 SHELFTRAC™ Objective:To measure distribution, shelf-height, shelf-price and the number of facing for individual SKU's. Definition of Terms: * Distribution: The product or SKU must be in stock to be considered in distribution ** Facings: The number of SKUs on a store shelf facing the front edge. *** Shelf Level: Shelf level where a product is placed. There are four shelf levels within a store and based on average height, the auditors are instructed to best determine the placement of the product at the following levels: Top Shelf, Eye Level, Knee Level & Below Knee **** Price: The price of the product on the shelf prior to any manufacturer's refund or rebate.

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