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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19 StateWays ■ www.stateways.com ■ March/April 2015 cherry and a soon-to-be-released peach (later this year, they will be renamed simply Evan Williams Honey, Evan Williams Fire and Evan Williams Cherry). The fl avors have their own advertising and activation efforts, but Heaven Hill looks to promote them together, especially since the fl avors bring in younger consumers and women. "We have an integrated marketing program for the entire brand, including our ongoing sponsorship of Bass Fishing and Championship Bull Riding, a spring music program and fall tailgating program," says Kate Latts, Director of Marketing. "The brand is activating in all possible ways." The Evan Williams Bourbon Experience at the brand's visitor center in Louisville, which Latts says has been called "The Dis- ney Experience of Bourbon Tours," also serves as a trailhead for the Kentucky Bourbon Trail. "It's an amazing facility and attracts more and more consumers to the brand," she says. Woodford Reserve's recent line extensions include Double Oaked and Reserve Rye, which was just introduced in select markets. In the coming months, Brand Director Jason Kempf says Woodford will release its newest Master's Collection of- fering and a fourth permanent line extension. "We'll also be continuing many of our promotional pro- grams," Kempf says. "Last year was our fi rst television ad- vertising campaign, which helped generate a lot of brand awareness. Our Manhattan Experience bartender competition helped solidify our trade and bartenders relationships around the country as well." Diageo broke ground during 2014 on the future home of the Bulleit Distilling Company and opened The Bulleit Ex- perience at Stitzel-Weller, while also launching the Bulleit Woody Tailgate Tour during the fall. "We made a tangible effort to bring the liquid to the lips of thousands of consumers in 2014," says Yvonne Briese, Diageo's VP of Marketing for North American Whiskey. "We continue to empower our Masters of Whiskey team to be our eyes, ears and palates in a number of major markets. They've been a valu- able asset in growing the brand on-premise and turning bar- tenders into true brand advocates." The focus in 2015 for the brand will be on sharing founder Tom Bulleit's story of entrepreneurship, quitting a law career in 1987 to revive his family's Bourbon recipe. Maker's Mark is expanding its digital presence by utilizing platforms that engage with its brand's fans in real time, includ- ing Reddit, Celtra and customized social programs. It recently engaged consumers and bartenders for feedback during a lim- ited launch of Maker's Mark Cask Strength, which will enter national distribution during 2015. "We want to push boundaries with new technologies and digital platforms that will reach consumers with relevant brand experiences," says Senior Director of U.S. Maker's Mark, Gigi Dadan. "We'll help them create personal discoveries at the local level by expanding initiatives with digital partnerships." Maker's Mark also celebrated its strong female infl uence last year, as Marge Samuels (wife of founder Bill Samuels, Sr.) was in- (Thousands of 9-liter cases) '13/'14 '10/'14 Brand Supplier 2010 2011 2012 2013 2014p % Chg % ACGR Svedka Constellation Brands 3,300 3,690 3,825 3,950 4,080 3.3% 5.4% Jim Beam Beam Inc. 3,225 3,360 3,560 3,865 4,070 5.3% 6.0% Hennessy Moet Hennessy 2,175 2,205 2,270 2,390 2,575 7.7% 4.3% Ketel One Diageo 1,905 2,015 2,100 2,135 2,155 0.9% 3.1% Patron The Patron Spirits Company 1,760 1,875 2,000 2,075 2,150 3.6% 5.1% Barton Vodka Sazerac 1,855 1,930 2,040 2,071 2,110 1.9% 3.3% Sauza Beam Inc. 1,585 1,742 1,808 2,041 2,089 2.4% 7.1% Ciroc Diageo 795 1,320 1,860 1,915 2,085 8.9% 27.3% Black Velvet Constellation Brands 1,790 1,890 1,945 2,015 2,050 1.7% 3.4% Jameson Pernod Ricard USA 1,037 1,335 1,607 1,871 2,015 7.7% 18.1% Skol Vodka Sazerac 1,710 1,845 1,880 1,930 1,987 3.0% 3.8% Evan Williams Heaven Hill Brands 1,284 1,350 1,431 1,650 1,865 13.0% 9.8% Maker's Mark Beam Inc. 915 1,036 1,185 1,249 1,337 7.0% 9.9% 1800 Proximo Spirits 688 805 925 1,032 1,083 4.9% 12.0% Johnnie Walker Black Diageo 800 810 860 917 930 1.4% 3.8% Juarez Luxco 762 798 810 820 900 9.8% 4.2% Rich & Rare Sazerac 785 795 815 833 842 1.1% 1.8% Admiral Nelson Heaven Hill Brands 698 725 800 820 836 2.0% 4.6% Sailor Jerry William Grant & Sons 575 667 728 733 738 0.7% 6.4% Taaka Vodka Sazerac 460 480 560 617 641 3.9% 8.6% Belvedere Moet Hennessy 405 448 480 490 510 4.1% 5.9% (p) Preliminary ACGR=Annual Compound Growth Rate Source: The Beverage Information Group Handbooks & Directories. To learn more go to www.bevinfostore.com. ESTABLISHED GROWTH BRANDS: DISTILLED SPIRITS The brand must be a top seller, moving a minimum of 400,000 9-liter cases annually, and must have grown moderately or substantially over each of the past four years. 2015 GROWTH BRAND AWARDS – SPIRITS