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 www.stateways.com Q March/April 2014 40 contemporary look for its Finest expression last July. "The Ballantine's Finest bottle has changed very little over the years, but we recognized a need for the look to be updated, given Ballantine's credentials as a famous brand that leaves an impression," said Peter Moore, Bal- lantine's Global Brand Director. The bottle redesign coincides with a new marketing campaign for the brand titled, "Stay True, Leave an Impression." Ballantine's wasn't the only one of Pernod Ricard USA's brands to see a new package design. Chivas re- leased a limited edition gift tin for its Chivas 12 blend that has a suggested retail price of $35.99. The Chivas 12 Made for Gentlemen by Patrick Grant was design in part by Grant, who is an icon in menswear design and responsible for reinventing a well-known London tailor. The limited edition tin contains a bottle of Chivas 12 and features four tailored looks with four different accessories that speak to men worldwide. Retail Rundown " S cotch consumers are willing to pay for quality and seek selec- tion, discovery and niche offer- ings," Watt said. "Limited editions, cask strength bottlings and a good selec- tion of core brands are worth having on shelf." The secret is educating consumers on the products. "Our whole propo- sition, our selling proposition and our marketing proposition, is around education," King explained. Experi- ential marketing focuses on tastings where multiple products are sampled and compared. "Conducting 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 people 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 shop- pers," Radics explained. The goal is to help consumers making informed choices at the retail level. "One of the best experiences 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. Leading Brands of Scotch Whisky in the Control States (9-liter cases) '12/'13 Brand Type Supplier 2012 2013p % Chg House of Dewar's FB Bacardi USA 188,351 193,508 2.7% Johnnie Walker FB Diageo 180,344 186,079 3.2% Clan MacGregor USB William Grant & Sons 78,839 76,825 -2.6% Lauder's USB Sazerac 75,211 71,204 -5.3% The Glenlivet SM Pernod Ricard USA 56,744 60,613 6.8% Scoresby USB Diageo 62,488 59,061 -5.5% Chivas Regal FB Pernod Ricard USA 49,903 50,745 1.7% J & B FB Diageo 44,005 42,351 -3.8% Inver House USB Sazerac 44,806 42,248 -5.7% Total Leading Scotch Brands 780,691 782,634 0.2% Others 431,617 445,014 3.1% Total Scotch Whisky in Control States 1,212,308 1,227,648 1.3% Source: The Beverage Information Group from NABCA data. FB=Foreign Bottled; USB=U.S. Bottled; SM=Single Malts. (p) Preliminary. (*) Rolling 12-Months Through September 2013. 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 un- veiled new packaging accenting a more contemporary look last July.