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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7 StateWays ■ www.stateways.com ■ January/February 2015 D A T A D R I V E N Spirits Consumption Market Share: Then and Now I n honor the 25th anniversary of Cheers, a sister publication to this magazine, we decided to take a look at how the beverage alcohol industry has changed since Cheers was founded in 1990. How much has changed during that time? A quarter-century ago, the newest of today's legal drinking age adults weren't even born. Some of today's leading brands hadn't even been dreamt of yet, and the marketplace was about to undergo major changes. Using data from the Beverage Information & Insight Group Handbooks, we can analyze histori- cal sales data going back to just after the end of Prohibition. For the purposes of this story, we'll compare spirits consumption data from 1990 and 2014 (A more detailed analysis, complete with up- dates in fi ve-year increments, will be available next year at www.albevresearch.com for anyone who's interested). Shuffl ing among the top brands In addition to looking at case sales over time, our analysis of the last quarter-century will follow the top brands as they were created, discontinued, sold or otherwise changed over time. For example, here's a list of the top brands in 1990, listed by supplier at the time. How many are still top brands (or even exist today)? Stay tuned, there's more to come in 2015. • Bacardi Imports: Bacardi Rum, Bacardi Breezer RTD, Castillo Rum. • Heublein: Smirnoff Vodka, Popov Vodka, Jose Cuervo Tequila, Black Velvet Canadian, Christian Brothers Brandy, Club Cocktails RTD, Arrow Cordials, Relska Vodka, Wild Turkey, Heublein Cocktails RTD, Finlandia Vodka. • House of Seagram: Seagram's 7 Crown Blend, Seagram's Gin, Seagram's VO Canadian, Crown Royal Canadian, Kessler Blend, Lord Calvert Canadian, Wolfschmidt Vodka, Chivas Regal Scotch, Leroux Cordials, Ronrico Rum, Captain Morgan Rum, Canadian Hunter, Calvert Extra Blend, Passport Scotch, Myers's Original Rum. • Brown-Forman Beverages: Canadian Mist, Jack Daniel's Black, Early Times, Southern Comfort, Usher's Scotch, Korbel Brandy. • Jim Beam Brands: Jim Beam, DeKuyper Cordials, Windsor Supreme Canadian, Kamchatka (w/ Heu- blein), Gilbey's Vodka, Gilbey's Gin, Old Crow, Old Grand-Dad, Beam's 8 Star, Canada House. • Carillon Importers: Absolut Vodka, Grand Marnier. • E&J Gallo Winery: E&J Brandy • Hiram Walker: Canadian Club, Hiram Walker Cordials, Beefeater Gin. • Schenley Industries: Gordon's vodka, Dewar's Scotch, Gordon's Gin, Old Charter Straight, Canadian MacNaughton. • Maidstone: Kahlua. • Glenmore Distilleries: Skol vodka, Fleischmann's Vodka, Scoresby Scotch, Canadian LTD, Fleis- chmann's Gin, Boston Cordials, Fleischmann's Preferred Blend, Old Thompson Blend. Spirit Industry Share — 1990 Gin 8% Vodka 22% Rum 9% Canadian 13% Cordials/ Liqueurs 11% Blends 6% Scotch 8% Straights 10% Tequila 3% Brandy/Cognac 5% RTD 5% Irish/Other 0% Spirit Industry Share — 2014 Projected Gin 5% Vodka 34% Rum 13% Tequila 7% Cordials/ Liqueurs 11% Straights 9% Canadian 7% Scotch 4% Blends 2% RTD 2% Brandy/ Cognac 5% Irish/Other 1% Source: BIG Liquor Handbook 1991 and Liquor Handbook 2014. Visit www.albevresearch.com for more information.