The Sophisticated Spirit
58 Beverage Dynamics • March/April 2014
www.beveragedynamics.com
proposition, is around education," King explained.
Experiential marketing focuses on tastings where
multiple products are sampled and compared. "Con-
ducting tastings is the perfect way to get consumers
to try the liquid," Quady said. "It also presents the
opportunity to highlight the versatility of a brand."
While a brand's goal might be to educate peo-
ple about what goes into the Scotch, the brand
can't be at every retail location across the country.
"The brand can do so much, but if you educate
the gatekeeper, whether that's a bartender in the
on-premise or a store owner or the store manager,
you enable them to mentor their own shoppers,"
Radics explained.
The goal is to help consumers making informed
choices at the retail level. "One of the best expe-
riences you can have is walking into a store and
dealing with knowledgeable staff," Nash said. That
involves training people on the various categories
and what goes into them. And when the retailers
can't do the talking, a brand's shelf talker can help
with that education.
BD
The Macallan, the second best-selling
single malt in the U.S., includes its
latest effort among the very rare…
and expensive. The Macallan M,
which comes in a hand-blown Lalique
crystal decanter, retails for $4,500.
Ballantine's Finest
Blended Scotch unveiled
new packaging accenting
a more contemporary
look last July.
LEADING BRANDS OF SCOTCH WHISKY
(Thousands of 9-liter cases) '12/'13
Brand Type Supplier 2012 2013p % Chg
House of Dewar's FB Bacardi USA 1,180 1,250 5.9%
Johnnie Walker Black FB Diageo 860 917 6.6%
Johnnie Walker Red FB Diageo 680 695 2.2%
Chivas Regal FB Pernod Ricard USA 393 384 -2.3%
Buchanan FB Diageo 270 325 20.4%
Total Leading Foreign Bottled Scotch Brands 3,383 3,571 5.6%
Clan MacGregor USB William Grant & Sons 508 515 1.4%
Scoresby USB Diageo 224 205 -8.5%
Inver House USB Sazerac 202 205 1.5%
Cluny USB Whyte & Mackay Americas 182 185 1.6%
Old Smuggler USB Shaw-Ross Int'l Importers 152 150 -1.3%
Total Leading U.S. Bottled Scotch Brands 1,268 1,260 -0.6%
The Glenlivet SM Pernod Ricard USA 361 385 6.6%
The Macallan SM Remy Cointreau USA 159 168 5.7%
Glenfiddich SM William Grant & Sons 134 150 11.9%
Glenmorangie SM Moet Hennessy USA 80 95 18.8%
The Balvenie SM William Grant & Sons 71 80 12.7%
Total Leading Single Malt Scotch Brands 805 878 9.1%
Total Leading Scotch Brands 5,456 5,709 4.6%
Others 3,184 3,231 1.5%
Total Scotch Whisky 8,640 8,940 3.5%
FB=Foreign Bottled; USB=U.S. Bottled; SM=Single Malts. (p) Preliminary.
Source: The Beverage Information Group Handbooks & Directories. To learn more go to www.bevinfostore.com.
