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
Issue link: https://read.dmtmag.com/i/105459
TAP 357 is a small-batch maple-flavored Canadian rye whisky that became available in February 2012. really taken off," says Kevin Richards, Canadian whisky brand manager at Sazerac. Their answers to this market segment are Caribou Crossing and Royal Canadian Small Batch. "They're much more premium expressions of Canadian," he explains. "They showcase the skill we have with our master whisky maker." While the numbers show that Canadian whiskies haven't seen huge gains or losses in the last year, Sazerac is seeing success with its labels, especially those among the top 10 Canadian whiskies in the U.S., Rich & Rare, Canadian LTD and Canadian Hunter. These brands had their packaging updated in the last year or so— "so that these brands stand out better on the shelf," Richards says—that paid dividends. They all saw significant increases in case sales, which, in turn, helped keep the category as a whole from faltering. In late 2011, Sazerac was just rolling out with a line extension of its popular Rich & Rare whisky, Rich & Rare Reserve. By late Like Spicebox, Canadian Club is another brand that's going back to its roots. With the introduction of its Dock No. 57 label, C.C. remembers the bygone Prohibition era. The name was inspired by the dock where Canadian Club's export manager Bill "The Real" McCoy shipped Canadian whisky to the U.S. during the dry years. First available in Canada in both spiced and blackberry infused versions, the blackberry-flavored Dock No. 57 came to the U.S. in November 2012. "We were the first major Canadian Brand to launch a flavor with Canadian Club Dock 57 Blackberry Whisky, which is off to a strong start," says Bob Gorman, Director of World Whiskies for Beam. With its 40% ABV, it's aimed at helping younger consumers graduate to whisky, and has a suggested retail price of $15.99. Constellation Brands' Black Velvet label became a Last year saw another flavored trio in September 2012 when it decided to explore the Canadian launch: Spicebox Canadian flavored whisky trend. The 70 proof Toasted Caramel Spiced Rye Whisky. variant joined Black Velvet and Black Velvet Reserve, offering a flavor profile that accentuates the brand's caramel flavor with toasted and sweet notes. The packaging reflects that of the original Black Velvet—the bottle shape is identical—and the 750 ml bottles are targeted at $3 above Black (9-Liter Cases) Velvet at $12.49. "Black Velvet Toasted Caramel is introducing a Brand Supplier 2010 2011 whole new audience to Black Crown Royal . . . . . Diageo. . . . . . . . . . . . . 870,965 . .881,944 Velvet, and giving the entire Black Velvet . . . . . Constellation Brands. . . 717,709 . .740,919 brand a boost," says Vinci. Canadian Mist . . . Brown-Forman Beverages . 452,996 . .439,319 Currently only available in Canadian Club . . . Beam Inc. . . . . . . . . . . 315,368 . .308,036 50 ml and 750 ml bottles, addiRich & Rare . . . . . Sazerac . . . . . . . . . . . . 230,654 . .240,494 tional sizes of Black Velvet are Seagram's V.O. . . . Diageo. . . . . . . . . . . . . 206,983 . .195,378 being considered for 2013. Vinci Canadian LTD. . . . Sazerac . . . . . . . . . . . . 186,200 . .187,113 also says the brand hopes to roll Windsor Supreme . Beam Inc. . . . . . . . . . . 194,147 . .186,795 out a second flavor innovation Canada House . . . Beam Inc. . . . . . . . . . . 106,777 . .106,080 during the second half of 2013. Leading Brands of Canadian Whisky In The Control States Premium Product lthough the Canadian whisky category as a whole remains flat, the premium and super premium category has "A Canadian Hunter . Sazerac . . . . . . . . . . . . . 95,705 . .101,592 Total Leading Brands 3,377,504 3,387,670 Others 727,009 727,202 Total Canadian Whisky in the Control States 4,104,513 4,114,872 '10/'11 % Chg . . . . .1.3% . . . . .3.2% . . . .-3.0% . . . .-2.3% . . . . .4.3% . . . .-5.6% . . . . .0.5% . . . .-3.8% . . . .-0.7% . . . . .6.2% 0.3% 0.0% 0.3% Source: Beverage Information Group Data from NABCA data. * 12-month rolling data through third quarter 2012 StateWays I www.stateways.com I January/February 2013 31