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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demographic frequenting his Brown-Forman's Canadian store now fancies themselves Mist is another category behewhiskey geeks, and they want to moth. Pedro Berrueco, senior sample every bottle they can. brand manager, says Canadian "We don't really have an oldMist has gained a number of school clientele," he points out. loyal drinkers since the brand's "I see people work their way inception in 1967. "The prethrough the bourbon section. mium and premium plus Then, with the explosion of Canadian price segments are craft cocktails, I see people buydriving growth for the most ing rye, because they know part. However, a few brands in putting it in Manhattans is the the value price segment have way it's supposed to be. also generated modest growth, Canadian whisky is definitely Canadian Club's wide and deep portfolio including Canadian Mist, boasts a unique heritage, as well as the slowest to catch on, but if being a favorite of Mad Men's Don Draper. which has significantly you build it, they will come— improved its volume trend whether it's for soft, smooth Pendleton or Fireball over the past 10 months," Cinnamon Whisky, which is flying off the shelves." he explains. Buoyed, the Giresi thinks educating his staff first, then his customers brand decided to venture through frequent tastings, is key to building interest in into the appealing world different brands. "The growth of the whiskey category of flavors with Peach Mist, in general," he says, "has really helped Canadian Maple Mist, Cinnamon whisky." Mist and Vanilla Mist offerings. These, Berrueco Forever Young says, "look to keep the ne of the most familiar Canadian trademark relevant for whisky brands on retail shelves is Beam years to come. Our major Global's Canadian Club—which cer- focus has been to ensure tainly got a helpful mainstream boost as the Canadian Mist brand a favorite of Don Draper on Mad Men. continues to be produced Rob Tucker, senior brand manager of Canadian Club with the same high level of Canada, says that the brand has managed to stay at the quality and taste our core Peach, Maple and top through its new spokesman, an integral part of their consumers expect. This Cinnamon are three of campaign strategy. "We've found a fun and relevant way past summer, after careful- the four new flavors to share Canadian Club's history and heritage through ly looking at whisky and (the other being vanilla) the brand launched our Canadian Club Chairman. Our target consumers flavored specialty spirit last year. love him and his Whisky Whisdoms. He is a wake-up trends in the U.S., we call to all men entering the next stage of life that the decided to introduce four Mist flavors. Our intent is to same old beer, the same old provide consumers with a new and excitclothes and the same old attiing 'brown spirit experience.''' In particutude will no longer do. It is lar, Berrueco singles out LDA – 29 contime for them to step up, and sumers as a key target. The debut doveCanadian Club whisky is a tertails nicely with a new tagline, 'All rific way to affirm that they are Whisky. No Bite.' "This year, we will be growing up." executing a new off-premise initiative including the opportunity to taste our Pernod Ricard USA has been brand at the store level in key markets." busy this past year, launchBerrueco says. ing several Canadian whisky expressions, including J.P. Constellation Brands' well-known Wiser's Rye (also in a spiced Black Velvet brand also capitalizes upon version), Pike Creek, which customers' affinity for flavor. This fall, on is finished in port barrels, the heels of its Black Velvet Toasted and the new Lot 40, a rye Caramel Flavored whisky, it debuted distilled in copper pots. O StateWays I www.stateways.com I January/February 2014 33