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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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 with redesigned whiskey. Irish Mist Whiskey will hit packaging to modernize it for the U.S. market. retailer shelves in late January in Like 2 Gingers, Kilbeggan also has a signature drink selected markets. "We believe that strategy, the Irish Boxer, which 2 Gingers this is an opportunity to get back is cider and a shot of Irish Whiskey, into the Irish whiskey category (we Kilbeggan. "Kilbeggan is dis- purchased in had Tullamore Dew a couple of tilled in the oldest licensed dis- 2013 by Beam years ago)," says Andrew Floor, tillery in Ireland, and it's dou- Inc., is now available in Senior Marketing Director, Dark ble-distilled so it retains a lot of 19 states. Spirits for Campari America. "The flavor. That brand is more preIrish whiskey category is still growing very quickly and mium, more focused on the trade-up with conoffers a great introduction to whisk(e)y for the novice con- sumers," comments the brand manager. sumer given its smooth, easy-drinking characteristics. An Three other distinct whiskeys fill out the Irish whiskey brand helps round out Campari America's Beam Irish offerings. Tyrconnell is a single whisk(e)y credentials. We have a very strong portfolio of malt; lighter than most, and an ideal entry into whiskies from the US, Scotland, Japan and now Ireland." the single malt category. Connemara is the Support for the launch will focus on "liquid to lips" sam- only peated Irish single-malt, with a smoky flaplings in the key markets of Massachusetts, New York, vor profile that would appeal to Scotch Illinois, Pennsylvania, Michigan and Ohio. drinkers. And Greenore is a single-grain Irish whiskey, with a corn mash bill that may lure BEST KEPT SECRET Bourbon fans. "Those brands are more for he flagship of Beam's Irish portfolio is Kilbeggan, experienced whiskey drinkers or people want to experiwhich recently underwent a repackaging. When ment with different flavor profiles," concludes Melamed. For its part, Pernod Ricard has been active in its equally diverse Irish range. The company (9-Liter Cases) '12/'13 continues its distribution Brand Supplier 2012 2013* % Chg of the higher-end Jameson Black Barrel, Jameson . . . . . . . . . . . .Pernod Ricard USA . . .177,631 . .280,871. . . . 58.1% relaunched Paddy Irish Bushmills . . . . . . . . . . . .Diageo . . . . . . . . . . . . . .24,898 . .36,888 . . . 48.2% Whiskey and reposiTullamore Dew . . . . . . .William Grant & Sons . .16,226 . . .24,767 . . . 52.6% tioned its Powers brand. John Power . . . . . . . . . .Pernod Ricard USA . . . .6,658 . . .8,886 . . . 33.5% "Black Barrel continRedbreast . . . . . . . . . . . .Pernod Ricard USA . . . . .2,193 . . .3,440 . . . 56.9% ues to go from strength Black Bush . . . . . . . . . . .Diageo . . . . . . . . . . . . . . .2,183 . . . .3,199 . . . 46.5% to strength," says Di Paddy . . . . . . . . . . . . . . .Pernod Ricard USA . . . . . .404 . . . .2,723. . . . . ++% Vito. During 2013, disKilbeggan . . . . . . . . . . . .Beam Inc. . . . . . . . . . . . . .1,877 . . . .2,638 . . . 40.5% tribution was expanded Michael Collins . . . . . . .Sidney Frank Importing .1,686 . . . .1,707. . . . . 1.2% to six additional markets, Knappogue Castle . . . .Castle Brands . . . . . . . . . . .576 . . . . .1,157. . . . . ++% for a total of 13. This Total Leading Brands 234,332 366,276 56.3% year will see even wider Others 4,141 6,060 46.3% distribution with nationTotal Irish Whiskey 238,473 372,336 56.1% al availability the goal. "Black Barrel is already (++) Greater than 100%. outperforming Jameson (*) 12-month rolling data through September 2013 12 Year by twice the Source: Beverage Information Group Data from NABCA data. velocity," 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 IN THE CONTROL STATES StateWays I www.stateways.com I January/February 2014 23