StateWays - May/June 2016

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

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49 StateWays n n May/June 2016 That's why we need to keep things fresh, be it with in- novative cocktails or with new offerings that cater to this ex- perimental consumer's needs. And that's another way for us to "Make a New Friend Every Day" — by capturing the hearts and minds of consumers seeking something new. MATT DEEGAN VP, NATIONAL CUSTOMERS & CATEGORY MANAGEMENT BEAM SUNTORY "At Beam Suntory, the Proof is in the Encouraging Trends – Collaboration Drives Opportunity and Results" Throughout 2015, and continuing into 2016, it has been all about collaboration at Beam Suntory – creating greater align- ment and beneficial partner- ships to drive market value. Beam Suntory's continued favorable demand trends in the U.S. market, across core categories and channels, un- derscore our commitment to partnerships that continue to build on our portfolio's incred- ible momentum. Spirits continued to gain traction in 2015, accounting for more than $80 billion of the $216 billion consumers spent in the adult beverage category. As the second larg- est spirits supplier for control states, our objective is to work closely with each state to drive value, sharing new progressive insights and expanding internal and external capabilities to encourage greater col- laboration and alignment. To further drive value for our business, our partners and for the category, our Beam Suntory Category Management & Consumer Insights team preformed an honest and objective industry analysis. We partnered with leading industry experts to uncover cutting-edge shopper research and the latest tech- nology-savvy tools. With these new insights and enhanced capabilities, we intend to deliver winning category growth solutions for retailers to truly capitalize on the spirits category growth. We are in the process of reviewing this groundbreak- ing work with each control state and look forward to finding ways to work together to drive total category growth. With consumers driving rapid industry change, Beam Sun- tory's growth strategy includes an elevated focus on embrac- ing emerging industry and consumer trends. E-commerce is the fastest growing customer segment within the spirits landscape, and by establishing thought lead- ership, we will help grow our distributor and retailer partners in tandem with this emerging channel. As consumer prefer- ences and mixology trends continue to germinate in major cities, we are creating meaningful engagement with key ac- counts going forward, with more 'feet on the street' where our consumers live and work. With the addition of specialized support in key markets, Beam Suntory will ensure our brands remain front-of- mind for our consumers, particularly for our legal- purchase-age Millennial consumers, who are driv- ing a disproportionate amount of the spirit cat- egory growth. With the spirits land- scape ever-evolving and the latest trends and op- portunities pushing to- ward high-quality and authentic experiences, greater synergy between the entire value chain will ensure our spirits are on the path from experimentation to consumer loyalty. Beam Suntory is focused on meaningful engagement with our target de- mographic, and to continue to drive value for our partners through thought leadership and collaboration. Thanks for your continued partnership! TONY CLARK SALES DIRECTOR OF CONTROL STATES E & J GALLO WINERY Last year was the E&J Gallo Winery's first to serve on the NABCA's Industry Advisory Committee. We are truly de- lighted by this opportunity and I, personally, have enjoyed serving as our Member Representative. 2015 was a successful year for us in the control states and we remain enthusiastic about our growing partnership with the NABCA. the ADVISORY COMMITTEE WEIGHS IN "U.S consumers demand to absorb new experiences when imbibing at home or on a night out." —BJ Vorderer, Pernod Ricard USA "...we intend to deliver winning category growth solutions for retailers to truly capitalize on the spirits category growth." —Matt Deegan, Beam Suntory

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