Stateways Jan-Feb 2014

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

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By Alia Akkam A mericans' fascination with—and predilection for—brown spirits continues to accelerate. Whether it's sipping a single-malt Scotch, making a homemade Manhattan with rye, collecting the finest bottles of bourbon or kicking back with a simple shot of Jameson, whiskies have gained significant attention—and all signs indicate the streak will continue. Amid the amber-hued flood, however, the one segment of the category that has often shied away from the limelight is Canadian whisky. But with clamored-for flavored expansions and craft newcomers, spirits from the Great White North are sought after now more than ever before. According to statistics complied by the Beverage Information Group, depletions of Canadian whisky gained 0.9% to about 15.5 million 9-liter cases nationwide in 2012 (the last year for which there are full-year statistics.) This generated more than $1.6 billion in revenue for distillers. In the control states, the category performed even better, gaining 1.8% overall (on a 12month rolling calendar through September 2013), to about 4.2 million 9-liter cases. Driving this growth were 32 premium and superpremium brands—a departure from the iconic value labels most often associated with Canadian whisky. At New York wine and spirits retailer Whiskey & Wine Off 69, owner Frank Giresi says he's seen the Canadian whisky drinker evolve from "a Seagram's, Canadian Club and Crown Royal crowd." A younger Category leader Crown Royal entered the flavored whisky segment last year with its maplefinished expression. Recently, the brand debuted Crown Royal XO, an ultra-premium Canadian whisky finished in cognac casks from the French Limousin Forest. StateWays I I January/February 2014

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