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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Beam acquired Kilbeggan, it wasn't very well known in the U.S. but the distillery had been around for over 256 years, explains Melamed. The company used the idea of Kilbeggan being a well-kept secret as a starting point for a new advertising campaign, "The Best Kept Secret in Whiskey." The bottle was also dusted off whiskey. Irish Mist Whiskey will hit with redesigned packaging to modernize it for the retailer shelves in late January in U.S. market. selected markets. "We believe that Like 2 Gingers, Kilbeggan 2 Gingers this is an opportunity to get back also has a signature drink strat- Irish Whiskey, into the Irish whiskey category (we egy, the Irish Boxer, which is purchased in had Tullamore Dew a couple of cider and a shot of Kilbeggan. 2013 by Beam years ago)," says Andrew Floor, "Kilbeggan is distilled in the Inc., is now available in Senior Marketing Director, Dark oldest licensed distillery in 19 states. Spirits for Campari America. "The Ireland, and it's double-disIrish whiskey category is still growing very quickly and tilled so it retains a lot of flavor. That brand is offers a great introduction to whisk(e)y for the novice more premium, more focused on the trade-up consumer given its smooth, easy-drinking characteristics. with consumers," comments the brand manager. An Irish whiskey brand helps round out Campari Three other distinct whiskeys fill out the America's whisk(e)y credentials. We have a very strong Beam Irish offerings. Tyrconnell is a single malt; portfolio of whiskies from the US, Scotland, Japan and lighter than most, and an ideal entry into the sinnow Ireland." Support for the launch will focus on "liquid gle malt category. Connemara is the only peated to lips" samplings in the key markets of Massachusetts, Irish single-malt, with a smoky flavor profile that New York, Illinois, Pennsylvania, Michigan and Ohio. would appeal to Scotch drinkers. And Greenore is a single-grain Irish whiskey, with a corn mash BEST KEPT SECRET bill that may lure Bourbon fans. "Those brands he flagship of Beam's Irish portfolio is Kilbeggan, are more for experienced whiskey drinkers or people want which recently underwent a repackaging. When to experiment with different flavor profiles," concludes Melamed. For its part, Pernod Ricard has been active in its equally diverse Irish (9-Liter Cases) range. The company '12/'13 continues its distribution Brand Supplier 2012 2013* % Chg of the higher-end Jameson Black Barrel, Jameson Pernod Ricard USA 1,335 1,607 20.4% relaunched Paddy Irish Bushmills Diageo 190 220 15.8% Whiskey and reposiTullamore Dew William Grant & Sons 79 95 20.3% tioned its Powers brand. "Black Barrel continJohn Power Pernod Ricard USA 39 43 10.3% ues to go from strength Kilbeggan Beam Inc. 16 18 12.5% to strength," says Di Vito. Redbreast Pernod Ricard USA 13 17 30.8% During 2013, distribution was expanded to six Black Bush Diageo 13 13 0.0% additional markets, for a Cooleys Beam Inc. -13 --% total of 13. This year will Michael Collins Sidney Frank Importing 9 10 11.1% see even wider distribution with national availConcannon The Wine Group -11 --% ability the goal. "Black Total Leading Brands 1,694 2,047 20.8% Barrel is already outperOthers 71 70 -1.0% forming Jameson 12 Year by twice the velocity," Total Irish Whiskey 1,765 2,117 19.9% notes the VP. Pernod Ricard's relaunched Paddy Irish Whiskey features two new flavored expressions: the cinnamon-apple flavored Devil's Apple and the Irish honey flavored Bee Sting. T LEADING BRANDS OF IRISH WHISKEY Beverage Dynamics • www.beveragedynamics.com • January/February 2014 • 17