Cheers

Cheers May 2016

Cheers is dedicated to delivering hospitality professionals the information, insights and data necessary to drive their beverage business by covering trends and innovations in operations, merchandising, service and training.

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Cheers On-Premise Barometer Handbook provides comprehensive information on distilled spirits, beer and wine, as well as alcohol-free beverages for adults. È PRELIMINARY NEXT YEAR DATA È FIVE-YEAR INDUSTRY TRENDS È ON- VERSUS OFF-PREMISE BEVERAGE ALCOHOL RETAIL DOLLAR SALES È DRINK PREFERENCE BY OUTLET, REGION AND METRO MARKET 02716S 2014 ON-TRAC—SPIRITS Cheers On-Premise BARometer Handbook 147 Cheers On Trac Study—Most Popular Mixed Drinks West Markets Most Popular Mixed Drink—San Diego 2011 2012 2013 2014 Rank Drink Share Drink Share Drink Share Drink Share 1 Margarita 22.6% Margarita 32.8% Margarita 20.5% Cosmopolitan 12.5% 2 Vodka & Cranberry Juice 14.5% Jack Daniel's & Coke 6.9% Jack Daniel's and Coke 6.8% Margarita 12.5% 3 Vodka & Tonic 12.9% Vodka & Cranberry Juice 6.9% Cosmopolitan 6.8% Martini 10.0% 4 Long Island Iced Tea 8.1% Vodka & Tonic 6.9% Long Island Iced Tea 4.5% Rum & Coke 7.5% 5 Gin & Tonic 3.2% Vodka & Soda 5.2% Mojito 4.5% Vodka & Cranberry Juice 7.5% Most Popular Mixed Drink—San Francisco 2011 2012 2013 2014 Rank Drink Share Drink Share Drink Share Drink Share 1 Martini 9.5% Margarita 17.2% Margarita 15.9% Margarita 16.3% 2 Margarita 6.0% Rum & Coke 5.7% Vodka And Tonic 10.1% Martini 12.2% 3 Lemon Drop 4.8% Martini 4.6% Perfect Margarita 4.3% Jack Daniel's & Coke 6.1% 4 Manhattan 3.6% Mojito 4.6% Bloody Mary 4.3% Fireball Whiskey 4.1% Lemonade 5 Cosmopolitan 3.6% Vodka Martini 3.4% Martini 4.3% Long Island Ice Tea 4.1% Most Popular Mixed Drink—Seattle 2011 2012 2013 2014 Rank Drink Share Drink Share Drink Share Drink Share 1 Margarita 9.7% Martini 10.0% Cosmopolitan 14.3% Jack Daniel's & Coke 26.2% 2 Martini 9.7% Gin & Tonic 6.7% Manhattan 6.1% Rum & Coke 16.7% 3 Jack Daniel's & Coke 6.5% Vodka & Soda 3.3% Margarita 6.1% Long Island Ice Tea 14.3% 4 Gin & Tonic 4.8% Whiskey & Coke 3.3% Main Street Rita 4.1% Vodka & Cranberry Juice 9.5% 5 Vodka & Tonic 4.8% Strawberry Martini 3.3% Martini 4.1% Vodka & Pineapple 9.5% 2014 SPIRITS—BAROMETER Cheers On-Premise BARometer Handbook 67 On-Premise BARometer—Leading Brands of Vodka, 2009-2014p (9-Liter Cases) ACGR Share Brand Supplier 2009 2010 2011 2012 2013 2014p '09-'13 2009 2013 Domestic Vodka Smirnoff Diageo 1,758,349 1,698,549 1,666,277 1,647,948 1,553,337 1,514,837 -2.4% 40.0% 34.0% Skyy Campari America USA 294,651 299,645 301,742 302,346 293,434 292,167 -0.1% 6.7% 6.4% McCormick McCormick Distilling 267,374 266,350 256,016 247,823 236,153 234,682 -2.5% 6.1% 5.2% Barton Sazerac 112,471 115,908 128,241 149,016 149,717 157,228 5.9% 2.6% 3.3% New Amsterdam E & J Gallo -- -- 20,120 60,360 132,942 n/a --% --% 2.9% Tito's Handmade Fifth Generation 11,417 16,454 27,956 59,826 125,783 212,884 61.6% 0.3% 2.8% Aristocrat Heaven Hill Distilleries 84,764 89,188 109,657 115,030 107,577 115,436 4.9% 1.9% 2.4% Crown Russe Sazerac 54,523 63,197 77,847 86,487 79,394 87,815 7.8% 1.2% 1.7% Skol Sazerac 29,677 33,917 58,907 67,802 68,927 62,902 18.4% 0.7% 1.5% Banker's Club Laird & Company 65,932 61,335 57,802 61,790 57,787 59,647 -2.6% 1.5% 1.3% Kamchatka Beam Inc. 84,720 87,019 87,045 83,998 55,835 80,618 -8.0% 1.9% 1.2% Crystal Palace Sazerac 60,428 56,428 54,679 53,968 54,790 55,263 -1.9% 1.4% 1.2% Nikolai Sazerac 50,883 51,402 47,834 51,374 51,090 50,705 0.1% 1.2% 1.1% Heaven Hill Heaven Hill Distilleries 44,405 46,070 48,779 49,413 50,713 49,584 2.7% 1.0% 1.1% Popov Diageo 72,955 67,995 58,768 53,302 47,914 41,494 -8.1% 1.7% 1.0% Smirnoff Raspberry Twist Diageo 53,164 55,471 56,392 54,531 47,688 51,099 -2.2% 1.2% 1.0% Burnett's Heaven Hill Distilleries 32,111 35,132 37,391 38,886 44,817 47,854 6.9% 0.7% 1.0% Taaka Supreme Sazerac 31,483 33,582 36,279 37,403 41,210 43,497 5.5% 0.7% 0.9% Smirnoff Vanilla Twist Diageo 53,400 54,812 48,032 44,333 37,921 32,627 -6.6% 1.2% 0.8% Mr. Boston Riva Sazerac 13,119 15,849 30,776 30,622 35,726 31,337 22.2% 0.3% 0.8% Smirnoff Orange Twist Diageo 47,826 46,325 41,127 38,084 33,206 26,954 -7.0% 1.1% 0.7% Potter's Frank-Lin Distillers 39,354 40,338 29,455 30,839 31,202 31,998 -4.5% 0.9% 0.7% Jacquin Royale Charles Jacquin et Cie 47,249 43,924 40,753 38,919 31,113 29,160 -8.0% 1.1% 0.7% Smirnoff Citrus Twist Diageo 35,698 37,569 37,205 34,786 30,194 32,740 -3.3% 0.8% 0.7% Gordon's Diageo 46,132 42,729 39,592 38,721 29,408 28,722 -8.6% 1.0% 0.6% Firefly Sweet Tea Sazerac 45,772 40,458 33,277 31,247 28,641 30,425 -9.0% 1.0% 0.6% Korski Sazerac 23,086 23,517 24,302 24,375 24,838 24,175 1.5% 0.5% 0.5% Gilbey's Diageo 26,116 26,317 23,775 24,369 23,515 22,603 -2.1% 0.6% 0.5% Monarch Hood River Distillers 34,612 31,181 27,679 26,378 22,999 20,546 -7.8% 0.8% 0.5% UV Blue Raspberry Phillips Distilling 21,748 23,562 23,816 23,459 20,145 20,648 -1.5% 0.5% 0.4% Burnett's Cherry Heaven Hill Distilleries 21,578 22,762 22,769 21,471 19,276 20,410 -2.2% 0.5% 0.4% Burnett's Orange Heaven Hill Distilleries 13,925 17,459 19,919 18,863 17,766 17,424 5.0% 0.3% 0.4% Smirnoff Blueberry Twist Diageo 17,007 18,780 19,482 19,697 17,140 17,687 0.2% 0.4% 0.4% 44 Degrees North Huckleberry 44 Degrees North Distillery 11,576 13,630 16,053 16,776 16,688 19,436 7.6% 0.3% 0.4% Seagram's Extra Smooth Infinium Spirits 19,947 18,447 16,128 17,289 16,479 16,926 -3.7% 0.5% 0.4% Relska Diageo 57,205 63,201 31,354 19,910 15,006 12,967 -23.5% 1.3% 0.3% Fleischmann's Royal Sazerac 16,278 17,255 17,077 15,284 14,881 15,484 -1.8% 0.4% 0.3% Zhenka MS Walker Inc. 16,579 15,478 15,049 13,830 14,051 11,404 -3.3% 0.4% 0.3% Newport Heaven Hill Distilleries 12,421 12,746 13,270 14,146 14,005 12,296 2.4% 0.3% 0.3% Platinum 7X Sazerac 9,451 10,458 10,257 10,698 13,281 14,323 7.0% 0.2% 0.3% Bowman's Light Sazerac 16,005 14,268 11,945 12,925 12,796 10,867 -4.4% 0.4% 0.3% Skyy Infusions Citrus Campari America USA 11,611 12,657 13,943 13,539 12,351 14,739 1.2% 0.3% 0.3% Five O'Clock Laird & Company 14,643 14,329 13,205 12,439 11,824 12,479 -4.2% 0.3% 0.3% Sweet Carolina Sweet Tea Sazerac 18,327 20,748 16,001 13,953 11,083 12,915 -9.6% 0.4% 0.2% Smirnoff Whipped Diageo -- -- 2,140 12,570 10,851 n/a --% --% 0.2% Jeremiah Weed Sweet Tea Diageo 12,444 17,845 13,130 11,476 9,175 n/a -5.9% 0.3% 0.2% Chaska Heaven Hill Distilleries 12,938 10,789 9,890 9,495 9,023 7,234 -7.0% 0.3% 0.2% Smirnoff Apple Twist Diageo 12,741 11,847 11,334 9,974 8,749 7,915 -7.2% 0.3% 0.2% Skyy Infusions Cherry Campari America USA 9,420 9,192 8,439 7,578 6,216 6,970 -8.0% 0.2% 0.1% Arrow Luxco 9,614 8,412 7,399 7,096 6,138 5,294 -8.6% 0.2% 0.1% Total Leading Brands 3,857,129 3,834,526 3,820,305 3,886,444 3,804,795 3,726,417 -0.3% 87.6% 83.2% Others 544,146 655,012 762,581 788,806 767,600 765,690 7.1% 12.4% 16.8% Total Domestic Vodka 4,401,275 4,489,538 4,582,886 4,675,250 4,572,395 4,492,107 0.8% 100.0% 100.0% Continued on next page (p) Preliminary. ACGR=Annual Compound Growth Rate. { Available April 2016 } ONLINE: www.bevinfostore.com PHONE: 203-855-8499 ext. 2251 FAX: 760-864-9194 MAIL: Specialty Information Media LLC, Attn: Handbook Department 32176 Collection Center Drive, Chicago, IL 60693-0321 HANDBOOK BAROMETER N-PREMISE 2016

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