StateWays is the only magazine exclusively covering the control state system within the beverage alcohol industry, with annual updates from liquor control commissions and alcohol control boards and yearly fiscal reporting from control jurisdictions
Issue link: http://read.dmtmag.com/i/64952
The Sauza line of tequilas saw out- standing sales last year, gaining 9.9% to more than 1.74 million 9-liter cases. nationally; 5.8% in the control states), Sauza (up 9.9% nationally; 8.9% in the control states) and 1800 (up 17.0% nationally; 6.5% in the control states). Other top performers include Juarez (up 4.1% nationally; 13.8% in the control states) and el Jimador (up 4.7% nation- ally; 29.1% in the control states). Nationally, E. & J. Gallo's Familia Camarena had an outstanding 2011, more than tripling its sales in its second year on the market to 250,000 9-liter cases. Innovative Assets S ometimes a new label or a bottle redesign is enough to hold the buzz within the tequila category. But this year, brands are not only unveiling eye-appealing packaging but they are also releasing new products. Milagro Tequila announced the limited release of UNICO in March. Only 1,200 bottles were produced of this micro-distilled joven blend with a numbered release in the on- and off- premise. UNICO features 40% alco- hol by volume and a $300 SRP, all packaged in a unique bottle that fea- tures the heart of the agave plant, the "pina," hand-blown inside the glass. To celebrate its 70th anniversary Jose Cuervo rolled out distinct changes to the pack- aging of its best-selling Especial Gold and Silver lines last summer. "Demonstrating Jose Cuervo's family motto of ancestry, prestige and tradition, the design change reinforces Jose Cuervo's history with an authen- tic new look," says Ami-Lynn Bakshi, Diageo Vice President, Marketing, Jose Cuervo. The bottle is described as having sleek, hard lines, and labeling with a new neck design, a watermark and belly band. The back label contains the rich history of the product, honoring the craftsmanship, Mexican heritage and family tradition that is more than 200 years old. "Other notable changes are the embossing of the Jose Cuervo signature promi- nently displayed on the side profile and bold cap colors—deep red for Especial Gold and royal blue for Especial Silver," Bakshi explains. last year, Tequila Don Julio released the world's first clear anejo, Tequila Don Julio 70 Anejo Claro. This tequila is as complex as a traditional anejo, but it's filtered to embody the crisp agave flavor of a blanco. "A first of its kind, it is a true representation of the evolution of Añejo tequila and is produced using a careful process designed by Master Distiller Enrique de Colsa," Sengara says. Available as of fall 2011, the 750 ml bottle retails for $70. Already seeing success with the Patron XO Cafe coffee liqueur line, Patron launched its first brand exten- sion: Patron XO Café Dark Cocoa. Dark Cocoa mixes Patron Silver tequila and coffee with a chocolate flavor to create an ultra-premium liqueur. Available in 50 ml, 375 ml and 750 ml bottles, Dark Cocoa is packaged in a handmade Patron XO Cafe glass bottle with a label and outer box that are accented in bold red. StateWays s www.stateways.com s May/June 2012 Patron is launching a targeted marketing initiative for the summer, tabbed "Summerology." The pro- gram is designed to promote the spirit's mixability and versatility, through events, a digital experience, retail point-of-sale pieces, printed summer guides and off- premise sampling. Not to be forgotten is Jose Cuervo's Reserva de la Familia line, of which it unveiled a limited edition in 2011 with another to follow in 2012. The Cuervo family has been selecting a Mexican artist to paint the handcrafted wooden boxes of this ultra-premium tequila since 1995. The 2011 box was styled by tattoo artist Jerónimo López Ramírez, known in the tattoo community as "Dr. Lakra." "The 2012 limited-edition handcrafted wooden box depicts paint- ings of two famous Mexican painters, Frida Kahlo and Diego Rivera, and will debut this summer," Bakshi says. Soccer is the star on new labels released in 2012 by Brown-Forman's el Jimador brand. Jesus Ostos explains that the new labels are the brand's answer to tequila's trend of being a package-driven category, and to celebrate their sponsor- ship with soccer—the U.S. National team, the Mexican National team, and Major League Soccer (MLS)—el Jimador released special commemo- rative bottles. MLS is celebrated on el Jimador Blanco, while the Mexico is featured on the Reposado and the U.S. is showcased on the Anejo. Embracing the flavored fold, Proximo Spirits recently introduced 1800 Coconut. Described as an infu- Proximo Spirits recently introduced 1800 Coconut Tequila, featuring an infusion of coconut flavor com- bined with 1800 Silver Tequila. 53