Beverage Dynamics is the largest national business magazine devoted exclusively to the needs of off-premise beverage alcohol retailers, from single liquor stores to big box chains, through coverage of the latest trends in wine, beer and spirits.
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Minneapolis. "Our Irish section is definitely growing, too. We used to stock just the standard players, Jameson, Bushmills. Now we're adding a lot of new and different Irish whiskeys to the shelves." GROWING SHELF SPACE T portfolio there is plenty to explore, something for everyone," declares Mara Melamed, senior brand manager for Whiskey at Beam. The company is the latest major contender in the Irish arena, with its acquisition of the Cooley Distillery in January 2012. here seems to be plenty more NEWCOMERS room on retailers' shelves for ndeed, Beam has been busy in the Irish spirits, for those new brands and Irish sector. 2 Gingers is the new expressions, especially in secnewest addition to the Beam Irish ondary markets. portfolio. In December 2012, the "Although Irish whiskey is one Jameson continues to domicompany acquired the brand from of the fastest-growing it's also one of nate the Irish whiskey segMinnesota pub owner Kieran ment, garnering about 80% of the smallest categories at the Folliard, who developed 2 Gingers total category volume. While moment," points out Paul Di Vito, into the number-two selling Irish its original version comprises vice president of Irish Whiskey for the vast majority of sales, its whiskey in Minnesota before the Pernod Ricard USA. "So a big factor higher end, and newer, Gold acquisition. and Black Barrel expressions on growth will be education of the Beam is expanding the brand to trade, getting them to give Irish are seeing good growth. more markets; currently it is in 19 whiskey an extra foot of space on shelves and a couple of states. Support includes lots of sampling and involves 12 extra bottles on the backbar." brand ambassadors imported from Ireland. Beam Pernod Ricard's Irish portfolio includes Powers, retained Folliard as chief ambassador. "Because Kieran Paddy, Redbreast and category leader Jameson. was in the pub business for so long and is a bartender at Although powerhouse Jameson is a star player in the heart, he is focused on building the brand with barmajor markets; the brand and the category are under- tenders," comments Melamed. penetrated in many parts of the country, says Di Vito. Key to the 2 Gingers' marketing will be Folliard's "Jameson, and Irish whiskey, has a huge amount of trademarked drink called the Big Ginger, made with 2 growth to go. There are so many regions — Texas, Gingers, gingerale, and a squeeze of lemon and lime Missouri, Florida, Louisiana, Georgia — that also hap- juices. Trial will focus on the refreshing and approachpen to be big whiskey markets, but are in their infancy able cocktail rather than a neat shot. in terms of Jameson and Irish whiskey. Opening up 2 Gingers has an evident appeal for women. One of the those growth markets is a big part of our strategy." initial statistics from the "We've added more SKUs and more shelf space. Minnesota market was Irish now accounts for about 15% of total whiskeys," that 40% of volume was notes Broc Smith, owner of Sarasota Liquor Locker in coming from women, Sarasota, FL. Although he sells a lot of Jameson explains Melamed. "And Original, Jameson Gold Reserve, the higher-tier that's something we're Bushmills malts and Redbreast 12 Year Old are also continuing to see as we doing well, he reports. "We've been seeing more cus- grow the brand in new tomer interest in the higher-end whiskeys; it's a natural markets. We are seeing a growth curve," says Smith. lot of traction with women; it's kind of the entryway into whiskey SCALING THE TOP t Merwin Liquors, retailer Dachis also sees this for them." A brand new player urge to explore higher tiers. "With whiskeys across in the whiskey segment the board, consumers are looking for an upgraded experience. In Irish, we're seeing more malt whiskeys, more is actually an old hand The original Bushmills aged expressions and special releases, and people are try- in the Irish market. grew by 15.8%. The brand also boasts the higherLiqueur maker Irish end Black Bush and the ing them." "As people get into the category, they are exploring Mist is launching a clas- new honey-flavored Irish blended whiskey. more, looking to try different things. With our Irish sic A 16 • Beverage Dynamics • www.beveragedynamics.com • January/February 2014 I