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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56 Beverage Dynamics • January/February 2016 Ireland. Currently in the U.S. mar- ket, Teeling offers a Small Batch, matured in rum barrels; a Single Grain, matured in California red wine barrels; and last fall released a Single Malt, a vatting of fi ve dif- ferent barrel treatments. STEPPING UP Many of the producers are keenly aware that, as in other whiskey categories, Irish fans are looking for new spirits to try. "Consumers are interested in learning more about Irish whiskey and experimenting with other vari- ations," observes Pfenning at Tul- lamore D.E.W. "They are craving unique offerings to explore." The brand's lineup in the U.S. includes Original, 10 Years Old Single Malt, 12 Year Old Special Re- serve and Phoenix, an over-proof limited edition. More in- novations from aged stocks are planned for 2016, Pfenning promises. "Consumers are interested in whiskeys with higher age statements; they see it as an assurance of quality." "In the Irish category, we are seeing more 'single grain' ex- pressions, as well as 'small batch' and experimental casks," says Erin Robertie, Liquor Department Manager at Hazel's Beverage World in Boulder, Colorado. Jameson and Bushmills dominate Irish whiskey sales in that market, but more unique offerings are appearing. Robertie cites Teeling's Single Grain aged in Califor- nia wine barrels, as an example. "The Irish are jumping on the craft whiskey band-wagon," she says. "In the next two to four years, we'll see a lot more Irish whiskey brands pop up, with more than two dozen new or proposed dis- tilleries in Ireland," says Malini Patel, Beam Suntory's VP of World Whiskies and Innovation. Beam Suntory's Irish whiskeys include two blends, Kilbeggan and 2 Gingers; Tyrconnell, a single malt offering different fi nishes; Connemara, a peated single malt; and Greenore, a single-grain expression. "Our portfolio truly offers a great range of fl avors and prices to accommodate novices to whis- key afi cionados," Patel says. Not to be outdone, Jameson has been releasing some interesting and upscale expressions, such as Black Barrel Select Reserve. And most recently, it released Caskmates, which is whiskey aged in stout-seasoned casks. Parent Pernod Ricard sees a trend of "continued very strong premiumization and experimen- tation by consumers," comments Wayne LEADING BRANDS OF IRISH WHISKY, 2013-2014 (Thousands 9-Liter Cases) '13/'14 Brand Supplier 2013 2014 % Change Jameson Pernod Ricard USA 1,871 2,015 7.7% Bushmills Diageo 210 185 -11.9% Tullamore Dew William Grant & Sons 115 142 23.2% Cooleys Irish Whisky* Beam Suntory 45 80 77.8% Paddy Irish Whiskey Pernod Ricard USA 19 33 73.7% John Power Pernod Ricard USA 40 28 -30.0% Concannon The Wine Group/Sazerac 25 27 8.0% Redbreast Irish Whiskey Pernod Ricard USA 17 19 11.8% Black Bush Diageo 12 10 -16.7% Clontarf Castle Brands 8 9 13.3% Total Leading Brands 2,362 2,547 7.9% Others 89 93 4.9% Total Irish Whiskey 2,450 2,640 7.8% (*) Volume includes Kilbeggan, 2 Gingers, Connemara, Greenore, Tyrconnell.

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