Light, Mixable …
and Innovating
Canadian whisky makers are bringing out new flavored products, and
superpremium and high-proof expressions to try to spur consumer interest.
By Kate Strandness
anadian whisky may have surged nearly a
century ago when it became the choice beverage during Prohibition, but it's far from
being a forgotten spirit.
Like any fashion trend, from 1980s neon to skinny
jeans, what goes around comes around — and the same
rule applies to Canadian whiskies. The category is seeing
a revitalization of sorts as younger consumer interest
drifts toward the "what's old is new again" mentality.
"Not only are people experimenting with new and different flavors, textures and ingredients, they are bringing
back long-forgotten cocktails," says Joanne Vinci, marketing manager of Black Velvet Whisky at Constellation
Brands. "Canadian whisky was the Prohibition era spirit.
So it fits into this trend quite naturally."
Numbers have yet to prove this resurgence —
Canadian whisky sales were slightly down nationwide, by
0.5%, according to Beverage Information Group data. [In
C
28
the control states, Canadian Whisky sales actually gained
by 0.3% to more than 4.1 million 2 liter cases.] But
Canadian whiskies are still flourishing. With case sales of
more than 15.3 million nationally in 2011, they garner
33.1% of the total whiskey sales and 59.8% of imported
whiskey sales nationally, as noted in the 2012 Beverage
Information Group Liquor Handbook. Regardless of what the
numbers say, brand managers will assert that Canadian
whisky is a category on the upswing as younger consumers
discover it and experiment with it. "Canadian whisky is
innovating to meet the needs of whisky consumers by
introducing flavored expressions, high-proof variants, and
premium/superpremium products," Vinci says.
The premise is that these innovations, like the flavored whiskies following the popularity of other flavored
spirits, will attract a younger audience. "A growing
female interest in whisky is also a very promising trend
for the category and a great opportunity for blended
Canadian producers like us," says Yvonne Briese, vp of
marketing, Diageo North American Whisky. Coupled
StateWays I www.stateways.com I January/February 2013
