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.
Issue link: http://read.dmtmag.com/i/658171
44 Beverage Dynamics • March/April 2016 www.beveragedynamics.com 2016 GROWTH BRAND AWARDS SPIRITS Q&A WITH PATRÓN Patrón earned its 14th Growth Brands award this year (for Established Growth) and will likely join the Hall of Fame in 2017. Both the original tequila and its cousin Roca Patrón, a Rising Star for its 11.1% growth in 2015, are leading the superpremium tequila category. We sat down with Greg Cohen, vice president of corporate communications at Patrón Spirits, to learn more about the company's two fast-growing brands. BD: What promotions or activations in 2015 led to these brands' growth? GC: We had a very busy year, introducing a number of special release tequilas and packaging—including a partnership with Lalique, our fi rst ever 1-liter bottle and the limited edition Patrón Extra Añejo 7 Años. And our focus on innovation wasn't just limited to products; we also introduced a virtual reality experience leveraging Oculus technology, which took people on an immersive tour of our distillery in Mexico. BD: Which industry trends are most contributing to the growth at Patrón right now? GC: Appreciation for high-quality, ultra-premium spirits continues to grow across the globe. People are becoming more aware and educated about sophisticated spirits, and they're seeking new and unique taste experiences. It's an especially exciting time for tequila—no other spirits category has evolved this quickly, changing its image and perception so dramatically. Patrón is widely credited for leading that evolution. SPIRIT HALL of FAMERS Crown Royal and Ketel One were both inducted into the Growth Brands Hall of Fame in 2015. This year, both Diageo spirits were named Established Growth brands. Crown Royal crossed the 5-million- case mark in 2015 (to 5.3 million), growing by 17.9%—the most among this year's Established Growth Brands. Now a 19-time Growth Brands Award winner, Crown Royal launched a number of extensions in recent years, including Crown Royal Maple and Crown Royal Regal Apple. Its Northern Harvest Rye was also recently named World Whisky of the Year by Jim Murray. "Being recognized as a Growth Brands winner further proves that providing consumers with new, quality whiskies in the portfolio—many of which feature the amazing component whiskies that go into our Deluxe blend—has allowed us to grow as a respected brand for both novice and expert whisky consumers," says vice president of Crown Royal Yvonne Briese. She adds that the rise of rye, and the cocktail movement in general, has benefi ted Crown Royal and driven some of its growth. "Consumers and bartenders are being driven to rye whisky for its spicier tasting profi le that serves classic and craft cocktails," she says. "We've been able to provide a rye whisky that's versatile enough for classic cocktails, but can also be sipped neat or on the rocks." Ketel One grew 0.9% in 2015, during a year in which the vodka category overall is struggling to continue its recent growth trajectory. The brand sold 2.18 million cases, earning Ketel One a 16th Growth Brands Award. "In a year where Ketel One will host a global celebration honoring the Nolet Family Distillery's 325th anniversary, we could not be more proud of this achievement," says eleventh-generation distiller Carl Nolet, Jr. "Our new creative campaign in 2015, 'Our Life's Work,' paid homage to the family's commitment to distilling expertise." The brand will concentrate on classic cocktail trends in 2016, with a focus on the Dutch Mule and Martini, in addition to the anniversary celebration in May. "We are seeing consumers' desire for brands that represent authenticity, heritage and craftsmanship," Nolet says. "They want to connect with products they are choosing and with the story behind them." To capitalize on that trend, Ketel One will continue to convey the brand's heritage stor y, as well as its commitment to quality and taste.