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.
Issue link: https://read.dmtmag.com/i/237970
favoring the super-premium category, Collingwood is poised for a bright future. Due to its limited nature and unique proposition, the 21-Year-Old is receiving of dollars added to the category attention, which is helping to build awareness of the in the last 12 months, right parent brand." behind its base brand Alberta Richard McLeod, Premium 100% rye, brand director, North according to Tucker. American Whisky, Pernod "Dark Horse is growing Ricard USA, is quick to at +818%, "he adds. point out that Canadian While flavored whiskies whisky is the largest have helped garner 30% imported whiskey cateof the category's growth, Tucker notes, it's the gory in the U.S. signifynewer, small-batch brands like Dark Horse— at ing upwards of $4.8 bil45% ABV, it's a higher proof than most Canadian lion at retail. "The best whiskies—that turn customers on to the spirit's part of the story is that in richer, sophisticated side. recent years, American Canadian Mist's Berrueco notes that, "The consumers are now rise of brown spirits has created momentum enjoying a whole new and built awareness throughout the entire range of superpremium whiskey category by creating a halo effect. Canadian whiskies. A From flavored whiskey to rye to Canadian variety of spirits have whisky, more consumers are trying different been coming out of types, which is leading to overall growth." All Canadian distilleries for the more reason, then, for Brown-Forman's quite a while now, but new Collingwood Rye 21-Year-Old. Sazerac features the high-end only recently have Caribou Crossing and Royal "Collingwood is enjoying momentum sustained Americans seen so many Canadian Small Batch expresby the increasing numbers of handcrafted, sions, among other Canadian at once alongside the smaller batch Canadian whiskies. With trends whiskies it offers. handful of well-known Brown-Forman just released the high-end Collingwood Rye 21-Year-Old. (9-Liter Cases) Brand Supplier 2011 Crown Royal . . . . . . . . . . . . . . . .Diageo . . . . . . . . . . . . . . . . . . . . . . . . . .4,032 Black Velvet . . . . . . . . . . . . . . . .Constellation Brands . . . . . . . . . . . . . . .1,890 Canadian Mist . . . . . . . . . . . . . .Brown-Forman Beverages . . . . . . . . . .1,624 Canadian Club . . . . . . . . . . . . .Beam Inc. . . . . . . . . . . . . . . . . . . . . . . . .1,187 Windsor Supreme . . . . . . . . . . . .Beam Inc. . . . . . . . . . . . . . . . . . . . . . . . . .924 Seagram's V.O. . . . . . . . . . . . . . .Diageo . . . . . . . . . . . . . . . . . . . . . . . . . . . .945 Rich & Rare . . . . . . . . . . . . . . . . .Sazerac . . . . . . . . . . . . . . . . . . . . . . . . . . .795 Canadian LTD . . . . . . . . . . . . . .Sazerac . . . . . . . . . . . . . . . . . . . . . . . . . . .705 Lord Calvert . . . . . . . . . . . . . . . .Beam Inc. . . . . . . . . . . . . . . . . . . . . . . . . .438 Canadian Hunter . . . . . . . . . . . .Sazerac . . . . . . . . . . . . . . . . . . . . . . . . . . .375 Total Leading Brands 12,915 Others 2,410 Total Canadian Whisky 15,325 2012 . . . . . .4,160 . . . . . .1,945 . . . . . .1,586 . . . . . .1,176 . . . . . . . .923 . . . . . . . .890 . . . . . . . .815 . . . . . . . .702 . . . . . . . .411 . . . . . . . .390 12,998 2,472 15,470 11/12 % Chg . . . . . . .3.2% . . . . . . .2.9% . . . . . .-2.3% . . . . . .-0.9% . . . . . .-0.1% . . . . . .-5.8% . . . . . . .2.5% . . . . . .-0.4% . . . . . .-6.2% . . . . . . .4.0% 0.6% 2.6% 0.9% Beverage Dynamics • www.beveragedynamics.com • January/February 2014 • 39