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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StateWays ■ www.stateways.com ■ March/April 2015 42 SoCo isn't the only brand branch- ing out into caramel: Kahlúa Salted Caramel is a new, limited edition liqueur in the Kahlúa portfolio that rolled out in February, backed with easy to make at home drink recipes, like the Salted Colada — blended Kahlúa Salted Caramel, Malibu, co- conut cream and pineapple juice. For the summer months, Pernod de- buted the cocktail-inspired "Kahlúa Summer Shake-Up" campaign that included digital and interactive expe- riences with themed frozen and iced cocktails, as well as ideas for summer entertaining. Other brands are looking to one- offs to bolster sales. Disaronno, which dropped 13 percent in 2013, recently teamed up with fashion house Ver- sace for the Disaronno wears Versace Limited Edition Bottle. The Versace fashion house showcases the treasures of the Sea God Neptune — complete with shells, pearls and golden statues. A portion of the proceeds from the bottles' sales will go towards the charitable organization Fashion 4 Development. But the challengers in fl avored whiskey keep arriving, with fl avors that make them sound more like liqueurs: Diageo's Pie- hole is a blend of Canadian whisky with fl avors of apple pie, cherry pie and pecan pie. Says Dan Levine, senior brand man- ager, Diageo North American Whiskey, "We've seen success in the fl avored whiskey category as it gives new whiskey drinkers — both men and women — an entry point." FLAVORS ON FIRE While the large lines of cordials have struggled to maintain share, some particular fl avors are doing well. At DeKuyper, Peachtree continues to be popular due to its mixability, so much so that owner Beam Suntory introduced a higher end iteration, Peche, to its John DeKuyper and Sons line. Blue curaçao as well as the standard orange curaçao have started to pick up, says Brendan Lynch, senior director of rum and cordials for Beam Suntory. "A fi fty percent increase in one year catches your eye," he says, noting that a recent trend for blue-hued cocktails that started in Los Angeles and then moved to other parts of the Bols Pumpkin Spice, Yogurt Liqueur, Elderfl ower and Watermelon Kahlúa Salted Caramel LEADING CORDIALS & LIQUEURS IN THE CONTROL STATES (Thousands 9-Liter Cases) 12/13 Brand Origin Supplier 2012 2013 % Chg DeKuyper USA Beam Inc. 2,365 2,251 -4.8% Jagermeister Germany Sidney Frank Importing 2,445 2,190 -10.4% Fireball Canada Sazerac 770 1,870 ++% Baileys Ireland Diageo 1,332 1,380 3.6% Southern Comfort USA Brown-Forman Beverages 1,166 1,121 -3.9% Kahlua Mexico Pernod Ricard USA 949 899 -5.3% Hiram Walker Cordials USA Pernod Ricard USA 881 828 -6.0% Jack Daniel's Tennessee Honey USA Brown-Forman Beverages 487 609 25.1% Grand Marnier France Moet Hennessy USA 500 500 0.0% Rum Chata Caribbean Agave Loco Brands 325 460 41.5% Total Leading Brands 10,895 11,648 6.9% Others 10,145 10,532 3.8% Total Cordials & Liqueurs 21,040 22,180 5.4% (++) Greater than 100%. Source: NABCA Data