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/485350
40 Beverage Dynamics • March/April 2015 www.beveragedynamics.com MÉNAGE À TROIS VODKA Trinchero Family Estates Rising Star 2014 Cases: 0.02m (--) Ménage à Trois Vodka, like its sister wine brand of the same name, is targeting its core audience with both social and PR messaging. The brand is connecting with both vodka and wine consumers to share messaging across the por tfolio. The vodka brand sources its spring water in California, which is where the next level of marketing efforts will focus, especially in the second half of 2015. When Trinchero Family Estates pur- chased the wine brand in 2004, it grew from a small red blend into a top-seller and Growth Brand winner; the company hopes to do the same with Ménage à Trois Vodka in the years ahead. ANGEL'S ENVY Louisville Distilling Co. Rising Star 2014 Cases: 0.06m (+52.4%) Q&A with Andrea Myers, Vice president and brand director for Angel's Envy Bourbon BD: What marketing or promotional programs in 2014 most contributed to growth for Angel's Envy? AM: We continued to invest in our Whiskey Guardians ambassador program this past year – they're the folks who truly drive brand growth from the ground up. They're the face of the brand in local markets and devoted loyalists. We also expanded into new markets and continued or limited releases, including Rye (finished in rum casks) and Cask Strength. BD: What are you planning for 2015 to build on the growth from the past year? AM: We've increased our sales goals for 2015 and our number of new market openings. We'll continue to provide some of the best POS in the category, and we plan to execute more local ad- vertising. We're also going to continue with the highly successful Whiskey Guardian program. what's often lost in that is that we're a small-batch, handcrafted, arti- sanal tequila," says Lee Applbaum, Patron's CMO. "We just produce a lot of it in very small batches. In the past year, better telling that story through traditional, digital and social media, as well as event and experiential activations, has been very important for the brand. Since one year is not long enough to tell that artisanal story, Pa- tron plans to continue that focus on telling its story through unique promotions and events, including what Applbaum calls a "game- changer" that will be unveiled in the spring. Omeca Altos Tequila lives by the credo, "tasting is believing." The brand utilizes three-wheeled taco bikes in restaurants and bars offering tacos to accompany samples of the tequila. In 2014 it also invited consumers to interactive experiences in liquor and grocery stores, where they could try to match wits with the brand's Master Distiller, Jesus Hernandez. In the coming year, Omeca Altos will invite even more bartenders to events that celebrate them and the brand's "invented by bartend- ers" origin, as well as investing in new campaigns. "Everyone deserves great tequila at an affordable price," the brand says. "We have confi - dence that consumers will deliver Altos because we deliver." DOWN, BUT NOT OUT The vodka category isn't what it once was (especially fl avored vodka), but there are some standouts who rose above their peers and sustained growth in 2014. Belvedere's main catalyst for growth last year was its "Know the Difference" campaign, which educated consumers about how rye, water and character make Belvedere different. "It was very successful in promoting knowledgeable choice," says Virginia Lawson, Belvedere's Brand Director. "In addition, the launch of Mango Passion continued the brand's path of innovation and helped increase momentum." Belvedere also partnered with Sony Entertainment and EON's 24th installment of the James Bond franchise, Spectre, which the brand feels will be a growth driver in 2015. The marketing program around the fi lm will include a global advertising campaign and activation rights around the release. For Roust's (formerly Russian Standard) Green Mark Vodka, being named a Growth Brand winner means the company is achiev- ing its goal of more and more consumers enjoying its spirit. "That's our number one priority," says Tom Lewis, Senior Brand Manager at Roust USA. "We're proud to have built a core following of the brand since launch and expect to grow gradually through targeted promotions to drive trial and word-of-mouth." Devotion Vodka, the gluten-free and sugar-free spirit, doesn't have the marketing budget of a global brand, so its philosophy "since day one has been to roll up our sleeves and work harder than everyone else," says CEO Drew Adelman. "We remain committed to focusing our marketing on the grassroots level, as it's been a competitive advantage for us." Devotion plans to debut two new fl avors in the spring, as well as create more promotional signage, special in-store events and social media campaigns to create additional awareness. GLOBAL WHISKIES SHOW GROWTH Like their American counterparts, imported whiskies showed im- pressive growth in 2014, stemming from innovative product exten- sions, consumer engagement and marketing initiatives. Tullamore Dew opened a $50 million, state-of-the-art distillery in 2014, marking the return of whiskey production to the Irish town of Tullamore 60 years after the original distillery closed. "This new dis- tillery puts us fi rmly in control of our destiny, as we can now match production to demand," the brand says. Additionally, the brand had a milestone year in television pres- ence as it premiered its fi rst-ever national commercial during the Col- bert Report fi nale (and reaching an audience of 30 million). In 2015, Tullamore Dew will debut the Daniel E. Williams Snug, an immersive brand experience that mimics the classic Irish snug commonly found in pubs, consisting of a small, cozy room for loyal patrons to enjoy their drams in private. Another Irish whiskey, 2 Gingers, expanded from limited distribu- tion in 2014 and is now available nationwide. Founder Kieran Folliard 2015 GROWTH BRAND AWARDS – SPIRITS RUMCHATA Agave Loco Brands Fast Track 2014 Cases: 0.54m (+17.4%) Last year, RumChata entered the top ten list of liqueur brands in the U.S. The brand continued to improve distribution and adver- tised in 22 top markets in the fourth quarter, according to founder and Master Blender Tom Maas. "We spent at a level last year that would be in the top fi ve liquor brands," he says. In 2015, RumChata will continue to expand shelf presence and look for new points of distribution, as well as seek additional features in menus on-prem- ise. All helped by a 75% increase in the brand's advertising budget for the coming year.