Beverage Dynamics

Beverage Dynamics - March 2015

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.

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www.beveragedynamics.com March/April 2015 • Beverage Dynamics 41 OLE SMOKY MOONSHINE Ole Smoky Distillery Rising Star 2014 Cases: 0.33m (+46.7%) "This year was a busy one for Ole Smoky Tennessee Moonshine," says Michael Bender, VP of Sales for the brand. "There was the grand opening of a second dis- tillery and retail space in Pigeon Forge, TN, dubbed 'The Barn,' exclusive cocktail offerings at national restaurant chains, joining Dierks Bentley on tour, and becoming the offi cial moonshine of Harley-Davidson." Ole Smoky also launched several new fl avors, including Blue Flame (128 proof), Butterscotch, Pumpkin Pie, Big Orange, and the national- ly-available Charred and Hunch Punch. These joined the brand's seasonal fl avors. In 2015 Ole Smoky will return as the exclusive moonshine sponsor of the Sturgis Motorcycle Rally, as well as join Dierks Bentley again on his Sounds of Summer tour. "We've come a long way in just fi ve short years," Bender says. "We can't wait to share our 'shine with the rest of the country, and the world, in the years to come." LARCENY Heaven Hill Brands Rising Star 2014 Cases: 0.03m (--) Larceny Bourbon has a problem many brands would be happy to deal with – there's not enough of it to go around. "We launched in ten lead markets a few years ago, and we would love to expand to more if we had enough product to supply them," says Kate Latts, Heaven Hill's Director of Marketing. The story behind the brand is that John E. Fitzgerald was a tax collector who used to audit Bourbon ware- houses, and the legend goes that he used to help himself to a little bit of the whiskey during his patrols. With the tagline "A taste made famous by an infamous act," the brand appeals to whiskey drinkers seeking a story with their drink. "In the year ahead we're expanding to two new markets (Tennessee and Pennsylvania), and we look forward to fueling the growth of this brand with addi- tional retail merchandising and our whiskey ambassador program," Latts says. and the team from Beam Suntory coordinated a Road Show in a cus- tomized Airstream, allowing bartenders, distributors and consumers to discover the Big Ginger, the brand's trademarked cocktail. "The road show presented an exceptional opportunity for us to spread the word and offi cially introduce 2 Gingers from coast to coast," says Claire Richards, Director of World Whiskey and Co- gnac for Beam Suntory. "We continued the momentum with the implementation of a national sampling program in both the on- and off-premise, driving trial and growth for the brand." In the Scotch category, Johnnie Walker Black Label made the "Keep Walking" campaign a focus, after it was re-launched the pre- vious year. The brand utilized a multimedia campaign, as well as limited edition gift boxes, to toast "Keep Walking" occasions like fatherhood, a new job or retirement. The brand also introduced two new innovations – Johnnie Walker Platinum Label and Double Black – which have provided more Scotch occasions for consumers. Buchanan's, a Diageo brand like Johnnie Walker, launched a new campaign in 2014, called "A Lo Grande," and simultaneously ex- panded the brand distribution beyond California and Texas to reach new consumers. Buchanan's also became the offi cial spirits sponsor of the Latin Grammys and continued a partnership with the Latin Billboards, two of Latin music's biggest nights. Up north, Revel Stroke has engaged consumers through social media, as well as through on-premise promotions like "Seek the Stroke," which encouraged consumers to seek out Revel Stroke lo- cally. "We're excited to say that our growth is being driven not only by our loyal fan base, but also by our new Stroke customers," says Marla Burke, Phillips Distilling Director of Marketing. The company plans to continue building the brand across the entire portfolio (which includes pecan, spiced and cinnamon fl avors, as well as the straight Canadian Whisky). But based on the success of pecan, "we'll be increasing our marketing efforts on-premise with tastings and promotional activities to induce trial and purchase," Burke adds. AN OLD RUM AND A NEW RUM Two Heaven Hill rums, Admiral Nelson and Blackheart Spiced Rum, won Growth Brand Awards this year. Admiral Nelson was given a premium, updated look in 2014 fol- lowing the company's acquisition of the brand in 2011, according to Director of Marketing Kate Latts. "I think you saw the effects of that new look in 2014, coupled with premium POS and merchandising items, including a wooden core to be used outside in the summer months, supporting consumption for outdoor occasions," she says. In the coming year, the brand will add high-value display items like a wooden bar cart for on-premise and launch Admiral Nelson Black patch, a 94-proof black rum. Blackheart Spiced Rum, on the other hand, saw its fi rst year of national advertising in 2014 through a close partnership with Playboy Magazine. "We created a custom Blackheart-branded mini-magazine that went into every copy of Playboy one issue, which was really engaging," Latts says. "It capitalized on the bolder, edgier segment of the spiced rum category and surpassed all of our goals. In 2015, Blackheart will begin sponsoring Mixed Martial Arts fi ghting as the offi cial rum of the series, which involves signage, arena branding, television advertising on Spike, and a continuation of the print program with Playboy. A QUARTER-MILLENNIUM OF GROWTH As Hennessy celebrates its 250th year, it continues with the mantra "Never stop. Never settle." The continuation of that campaign, along with a collaboration with Nas, helped drive awareness around the brand in 2014. "We also recently held the 11th annual V.S.O.P Privilege Awards and honored Shark Tank investor and FUBU founder Daymond John for his commitment to mentorship and fostering entrepreneur- ship within his community," says Brand Manager Jacqueline Long. Throughout 2015, the brand will pay homage to Hennessy's 250- year legacy and heritage, releasing a limited edition Cognac and showcasing the Hennessy 250 Tour at Lincoln Center in New York. PASSION AND ENTHUSIASM FOR CUCUMBER AND ROSE The sustained growth of Hendrick's Gin can be attributed to the passion of the William Grant & Son's Team, as well as enthusiasm of mixologists who have embraced the gin with its unique taste, character and ability to craft cocktails, according to the brand. In 2014 Hendrick's launched a traveling show, the Emporium of the Unusual, which visited six cities and welcomed more than 16,000 people into the Hendrick's brand world. The company plans to build upon that program in 2015, but "bring it to a new peculiar level this year."

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