Stateways March-April 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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StateWays Q Q March/April 2014 34 t's a new time, a new age, a new era for Scotch consumers in the U.S.," said Brian Radics, Director of Scotch Whisky, Diageo. "Not every category can say they're a dynamic category right now but Scotch can say that." With products at every price point, from the value- price to a bottle of The Macallan that sold for more than $600,000 at an auction earlier this year, the Scotch whisky category is moving in an upward direction. "There's this huge premiumization from the very top collectible, rare bottles and that seems to trickle down all the way through premium whisky," said David King, president of Anchor Distilling. As the economy improves, so does what consumers drink. "The long trend of people drinking less but drink- ing better continues and I think single malt whisky in particular is benefi ting from that," King offered. For a product so steeped in history, Scotch whisky brands realize they can't rely solely on premiumization for the new generation of drinkers. Rather than skew- ing male and older in age, the Scotch category crowd is becoming younger and not as gender-specifi c. "Younger consumers are more adventurous and are starting to in- corporate brown spirits into their drinking repertoire," said Jill Quady, brand manager for Cutty Sark. Scotch brands are pushing the envelope when it comes to innovation. "Super-premium brands, innova- tion in particular, has been a huge part of not only Dia- Sophisticated The Spirit By Kate Strandness ONCE A CELEBRATED SPIRIT, ALWAYS A CELEBRATED SPIRIT. SCOTCH WHISKY REEMERGES WITH HIGH-END EXPRESSIONS THAT APPEAL TO THE NEXT GENERATION OF ENTHUSIASTS. " I

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