Beverage Dynamics is the largest national business magazine devoted exclusively to the needs of off-premise beverage alcohol retailers, from single liquor stores to big box chains, through coverage of the latest trends in wine, beer and spirits.
Issue link: https://read.dmtmag.com/i/446939
www.beveragedynamics.com January/February 2015 • Beverage Dynamics 23 Canadian Whisky nadian Club being the most notable exception, since the brand is blended before barreling). BROAD EXPANSION APPEAL "We want to continue to elevate the category, thus increasing consid- eration," McLeod of Pernod-Ricard says. "For a long time Canadian Whisky has had the value stripped out of it. We want to reverse that trend. We want to be at the forefront of premiumizing Canadian Whisky in the same way that Jameson, Red Breast and Middleton have elevated the Irish Whiskey category." The results they've found with the roll-out of J.P Wiser's and other brands popular in Canada is encouraging. "Not only have we seen great engagement from the trade and our internal people, we have also seen an overwhelmingly positive reaction from the consumer," she says. "We always believe in the quality of our liquid but seeing positive, tangible results materialize has been fantastic." They will be focusing on promoting JPW Rye through trial, a part- nership with ESPN Fantasy Football, and garnering attention among afi cianadoes for higher priced brands Pike Creek (fi nished in port bar- rels), JPW 18 year old and Lot 40 100% Pot Still Rye. The latter has already developed a cult reputation for its 100 percent rye make-up. Higher-priced Canadians may be the wave of the future; Sazerac's Legacy Small Batch Canadian Whisky launched last fall and is in a growing number of markets around the U.S. This after the good results from the 2010 launch of the ultra-premium Caribou Crossing Single Barrel, with a suggested retail price of $49.99. And other re- sults have encouraged Sazerac, says Kevin Richards. "Our Rich & Rare Reserve Canadian Whisky brand, a premium line extension of our core Rich & Rare brand, continues to beat our expectations in its third year. We are increasing our promotional ef- forts on the brand as distribution expands." With most companies looking to increase their social media presence, sampling experiences and connection with the cocktail resurgence, they acknowledge the importance of the off-premise retailer to the category. "Retailers have done a terrifi c job offering their customers variety and diversity when it comes to whiskies. Continuing to support var- ious fl avors and spirits and educating on the wide range of offerings available will help drive interest, as well as exposing their customers to more rye variants," says Claire Richards of Beam Suntory. And McLeod suggests providing retailers with a profi table Ca- nadian solution that is targeted against current consumer trends for fl avors and rye will help, but that retailer support as higher priced brands emerge is important. "Achieving these things will see an ele- vation in the category and a better experience for the consumer. And, as always, if we can make this happen in the U.S., then a lot of other markets will follow." BD J.P. Wiser's Rye and Spiced Lot 40 Canadian Mist LEADING BRANDS OF CANADIAN WHISKEY (Thousands 9-Liter Cases) 12/13 Brand Supplier 2012 2013 % Chg Crown Royal Diageo 4,186 4,296 2.6% Black Velvet Constellation Brands 1,945 2,015 3.6% Canadian Mist Brown-Forman Beverages 1,586 1,537 -3.1% Canadian Club Beam Inc. 1,176 1,198 1.9% Windsor Supreme Beam Inc. 923 939 1.7% Seagram's V.O. Diageo 890 870 -2.2% Rich & Rare Sazerac 815 835 2.5% Canadian LTD Sazerac 702 700 -0.3% Lord Calvert Beam Inc. 411 414 0.7% Canadian Hunter Sazerac 390 395 1.3% Total Leading Brands 13,024 13,199 1.3% Others 2,446 2,476 1.2% Total Canadian Whisky 15,470 15,675 1.3% Source: The Beverage Information & Insights Group. To learn more go to www.bevinfostore.com