Beverage Dynamics

Beverage Dynamics Jan-Feb 2016

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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50 Beverage Dynamics • January/February 2016 vanilla and caramel like Bourbon, but a fi nish and complexity of Scotch—he thinks that calling out "Bourbon" on the label will communicate that. For its The Glenlivet brand, Pernod Ricard places emphasis on exclusive tasting events for its Glen- livet Guardians members. "We have fan- tastic experiential programs such as The Glenlivet Nights of Passage that immerse consumers in the world of The Glen- livet," says Wayne Hartunian, VP, Scotch & Cognac. Beam Suntory spreads the word about its brands with well-versed ambassadors in the fi eld, who conduct in-store person- nel training and participate in consumer events. "For off-premise accounts, we have high-end retail displays, window displays, and POS to premiumize our retail footprint and attract consumers," Patel says. For the peaty Laphroaig brand, a #OpinionsWelcome social campaign en- courages drinkers of Laphroaig to share opinions – both good and bad – about the liquid. The hashtag has garnered a variety of taste descriptions about the whisky, ranging from "a burning hospital" to "my grandma's baking." BD "IN THIS NECK OF THE WOODS, Canadian whiskies have always been very strong sellers," says Ted Farrell, president of Haskell's Inc., a wine and spirits retailer based in Minneapolis. "I don't know if it's our proximity to the bor- der, or our love of hockey or what." He cites best-sellers like Windsor, Canadian Mist and Crown Royal. Canadian whisky typically appeals to older consumers, says the retailer, who notes that fl avor innovations like apple and maple may be breed- ing a new, younger consumer for Canadian. Canadian whisky is one of the largest whiskey categories, with a long history and tradition. So far the rising tide of con- sumer interest in brown spirits has not lifted the Canadian category. However, the whisky boasts a number of advan- tages—it's easy-going, mellow-smooth, mixable and has rye on its side. Canadian producers are working to communicate that story to American consumers. Lately there has been a lot of product churn, with new expressions from established brands, innovations on the super-premium end, rye-based expressions and a successful proliferation of fl avored whis- kies. Proponents are betting that Canadian will be the next big thing. ROOM FOR GROWTH "I love Canadian whisky and I think that is the next market where we are going to see large growth," declares Ewan Mor- gan, Diageo's National Master of Whisky in the U.S. The com- ing away from print and TV into the digital space," he says. William Grant has created two new ad spots for Glenfi d- dich. One talks about William Grant building the distillery with help from his seven sons and two daughters; the other focuses on Sandy Grant Gordon, the uncle of the current chairman, who fi rst brought single malts to the U.S. back in 1963. The Balvenie brand builds on a reputation for hand-crafting, noting that the distillery grows and malts its own barley, and employs a copper- smith to keep the still in good repair. "It's anachronistic," Nash remarks. The company has entered into a part- nership with TV personality Anthony Bourdain to create a web series called "Raw Craft," looking at craftsmen who still do things the old-fashioned way. The series has already garnered multi- ple millions of views. Crossing over into new territory is Glenfi ddich 14-Year-Old Bourbon Bar- rel Reserve, launched last September. "Born in Scotland but has an American accent," is its motto. After 14 years in old Bourbon casks, it's fi nished in cus- tom-charred new oak barrels. Nash de- scribes the whisky as having notes of NORTHERN LIGHTS Canadian whisky attracts a younger audience with fl avors and emphasis on rye. BY THOMAS HENRY STRENK

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