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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StateWays | www.stateways.com | January/February 2017 30 LEADING BRANDS OF IRISH WHISKEY, 2013-2015 (000 9-LITER CASES) 14/15 BRAND SUPPLIER 2013 2014 2015 % Chg Jameson Pernod Ricard USA 1,871 2,015 2,333 15.8% Bushmills Diageo 210 185 189 2.2% Tullamore Dew William Grant & Sons 115 142 178 25.6% Cooleys Irish Whisky* Beam Suntory 45 80 54 -32.5% Paddy Irish Whiskey Pernod Ricard USA 19 33 43 30.3% John Power Pernod Ricard USA 40 28 33 17.9% Concannon The Wine Group/Sazerac 25 27 28 3.7% Redbreast Irish Whiskey Pernod Ricard USA 17 19 23 21.1% Total Leading Brands 2,342 2,529 2,881 13.9% Total Irish Whiskey 2,450 2,640 2,980 12.9% (*) Volume includes Kilbeggan, 2 Gingers, Connemara, Greenore, Tyrconnell. Source: The Beverage Information & Insights Group. For more data and analysis, visit www.albevresearch.com. WEST CORK INNOVATES AND EDUCATES By Kyle Swartz Irish whiskey is traditionally smoother than its bolder cousin, Bourbon. But that doesn't mean the spirit is less flavorful — or less innovative. A new Irish whiskey brand exemplifies this creativity. West Cork Distillers opened in County Cork, Ireland, in 2003. Classic production methods are its foundation. West Cork malts its own barley, sources local spring water and distills only in pot stills. Beyond that, the independently owned brand has expanded the scope of Irish whiskey. West Cork first launched a 10-year single malt and malt/grain blend, both matured in Bourbon casks. Next came its limited-edition Barrel Proof (62 ABV) and Black Reserve, matured in heavily charred #4 Bourbon first-fill casks. West Cork recently launched a trio of 12-year-olds, finished in different casks: Port, sherry and rum. Further innovation is planned. "Next year is going to be a watershed year," says Gary Shaw Exec. VP, National Sales and Director Control States for M.S. Walker, Inc., which imports the brand. "West Cork will be experimenting with source fuels and barrel charrings. This is not a company that's going to sit back on what it's already doing." Drawing more consumers into Irish whiskey requires targeted education. "We've found that especially Millennials prefer our lighter, smoother flavor," Shaw says. "We've been doing a number of tasting events geared towards younger consumers." "And we're been bringing our limited-edition releases into top-end off-premise accounts, to educate the more sophisticated palates about Irish whiskey," he adds. "Because of Bourbon, everyone thinks of whiskey as being bold. We're trying to change that dynamic." WEST CORK INNOVATES AND EDUCATES By Kyle Swartz Irish whiskey is traditionally smoother than its bolder cousin, Bourbon. But that doesn't mean the spirit is less flavorful — or less innovative. A new Irish whiskey brand exemplifies this creativity. West Cork Distillers opened in County Cork, Ireland, in 2003. Classic production methods are its brand ambassador, Fraser Campbell. "We will always endeavor with our innovative approach to blending whisky by experimenting with dif- ferent casks and techniques, whilst listening to the feedback and comments from our consum- ers." Similarly, Johnnie Walker has done well with Double Black, a smokier version intro- duced a few years ago, and last year offered the fi rst in the Select Cask series, Rye Cask Finish. More choices and innovation, for the retailer and the consumer, is broadly seen as the way forward now for Scotch. "When it comes to retail, if you're offering compelling ideas for the consumer, the retailer will get on board and fi nd space for them," says Nash. Glenfi ddich has its Bourbon Barrell Reserve 14-year-Old, and re- cently launched a new experimental series, start- ing with Glenfi ddich IPA Experiment (fi nished for three months in casks that had held an In- dian Pale Ale made in Speyside), and Project XX, created with input from 20 international whisky experts from 16 countries and matured in every- thing from port pipes to virgin Bourbon barrels. "We're seeing great pull for the Glenfi ddich Experimental Series," Nash says. "With space getting tighter, retailers have to rationalize what to put on their shelves. Realistically, only very- well-thought-out brands of whiskey that truly resonate with consumers will get space. They want to be sure that something they put on the shelf sells." At Pernod Ricard, new iterations are build- ing on the new range of fl avors that consumers