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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21 StateWays ■ www.stateways.com ■ March/April 2015 Expanding Beyond Mexican Heritage Like their Bourbon counterparts, tequila brands won an im- pressive number of Growth Brand Awards this year – espe- cially the higher-end spirits. What's even more striking is that these brands are branching far out from traditional tequila consumers and consumption patterns, embracing a more so- phisticated view of agave and tequila's mixability. Diageo's Don Julio tequila, founded more than 70 years ago, spent 2014 traveling across the U.S. in partnership with the Airstream Speakeasy, a mobile cocktail bar designed and built by three bartenders. The Airstream's on-tap cocktail sys- tem allowed the brand to serve craft cocktails to more than 30,000 consumers across the country. "This collaboration enabled the brand to reinvent the way we approach large-scale sampling, while also reaching infl u- encers, engaging with press and delighting spirits enthusiasts with an engaging activation," according to the brand. For 2015, Don Julio will roll out a fl eet of pick-up trucks resembling those that founder Don Julio Gonzalez used to travel to and from his agave fi elds. The 1940's era restored trucks will also function as a mobile cocktail bar and drive growth and interest for the brand across the country. Epsolon Tequila also emphasized craft cocktails during the last year, launching the Epsolon COCKtail Fights to challenge courageous and daring bartenders. The brand visited 11 cities, allowing fans to wager on their favorite mixologist. "We plan to build on that success in the next year," says Kath- leen Schuart, Senior Marketing Director of White Spirits at Cam- pari America. "We want to amp up the energy with a second tour this year. We have high expectations that the competitors can out -create the courageous geniuses behind the bartops last year." Patron utilized social media in 2014 to connect with the brand's consumers, beginning the year with almost no social media presence and ending the year as the top spirit brand on 2015 GROWTH BRAND AWARDS – SPIRITS PIEHOLE WHISKEY Diageo Rising Star 2014 Cases: 0.03m (--) Piehole Whiskeys launched in November 2014, a mix of Canadian whisky and pie-fl a- vored liqueur. Seizing on the holiday season, the brand utilized digital and social media programs to encourage infl uencers to create their own pie-fl a- vored cocktails for Thanksgiving and other holiday gatherings. "At the time of the launch, we also executed hundreds of samplings in the on-premise to allow consumers to engage, experience and taste the brand during the peak of the holiday season," says Yvonne Briese, VP of Marketing for Diageo Nor th American Whiskey. "We also have a number of unique and notewor thy effor ts that we believe will drive consumer passion for Piehole in 2015." Among those initiatives is a calendar featuring 14 bartenders from Boston, each posting for a 1950s-style portrait along Piehole cocktails they've created. The brand's packaging features Ameri- cana imagery, which further connects the brand to nostalgic consumers. Piehole is currently available in three fl avors: apple pie, cherry pie and pecan pie. "Currently, we're not planning to release any additional variants, but as the brand grows we'll evaluate consumer desire to see if there's a new slice of pie to offer," Briese adds. ROCA PATRON The Patron Spirits Company Rising Star 2014 Cases: 0.04m (--) Only six months after its launch, Roca Patron is already a rising star on this year's list. One big reason is its posi- tioning as a hand-crafted, ar tisanal tequila. "Consumer interest in authentic production is a huge macro trends, not just in spirits, and Roca Patron is made in a style that honors the origins of tequila," says Lee Applbaum, Patron's CMO. "Consumer palates in tequila are also becoming more sophisticated, so a complex product like Roca answers their call." Mixologists have crafted incredibly creative, innovative cocktails that leverage spirits like Roca Patron, which add flavor to a drink. "They're looking to capture the spirit and essence of the tequila itself," Applbaum says. "It's similar to what's being done with gins and rums and whiskeys. It's not about hiding the spirit in the cocktail anymore; it's about letting it be the star." FIREBALL Sazerac Fast Track 2014 Cases: 3.90m (+108.3%) Q&A with Becky Henry, Marketing Director for Fireball SW: What industry trends are most contributing to the growth in Fireball sales? BH: Fireball was the fi rst company to have great success with fl avored whiskey, and we set the trend for the category. We're happy being the ones setting industry trends but Fireball goes beyond a category; it's one of a kind. SW: What does it mean to you to be named a Growth Brand winner? BH: We are both excited and humbled. We owe it all to our great Fireball nation of fans. SW: What makes Fireball stand out from other fl avored spirits on the market? BH: It tastes like heaven, burns like Hell. SW: Are there any plans for line extensions in the near future? BH: Sorry, some things we have to keep secret! CASAMIGOS TEQUILA Sidney Frank Importing Rising Star 2014 Cases: 0.04m (+123.5%) Q&A with Lee Einsidler, CEO of Sidney Frank Importing Company SW: What promotions, events, or other sales initiatives contributed to Casamigo's growth in 2014? Einsidler: The award-winning prod- uct and the people behind it speak for themselves. SW: What are you planning for 2015 that will assure the brand's continued growth and success? Einsidler: As more people continue to learn about Ca- samigos Tequila, the biggest concern we have is ensuring we have enough production to keep up with demand. BURNETT'S VODKA Heaven Hill Brands Fast Track 2014 Cases: 2.61m (+11.0%) Burnett's growth has been bolstered by the fl avored category's explosion over the past few years. Last year the brand launched two new fl avors – strawberry banana and ruby red grapefruit – as well as a new marketing campaign emphasizing the fun of consumption. "In the year ahead, we'll be continuing the 'More Fun with Burnett's' campaign and launching two new fl avors," says Kate Latts, Director of Marketing at Heaven Hill. "We'll also continue our in-store merchan- dising program with a new display that looks like a blue Solo cup, which is a major way the brand is consumed at young, fun, house-party environments." As the fl avored vodka market has softened in the past year, Burnett's has seen a resurgence in sales of its 80 proof vodka and is shifting some promotions as a result. Despite the market conditions, Latts believes Bur- nett's is well-positioned for continued success in fl avors.