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www.cheersonline.com 28 • May 2015 HALL OF FAME ENTRY CRITERIA Each Hall of Fame winner must have at least 15 Growth Brand Awards out of 19 years that the Beverage Information Group has presented them. They can be in any category – Fast Track, Rising Star, Established Growth or Comeback Brand. For the complete set of criteria, visit cheersonline.com/growthbrands/. All statistics are compiled by Adam Rogers, manager of information services for the Beverage Information & Insights Group. For more information about the Hall of Fame or other research products, please contact him at arogers@specialtyim.com. CAPTAIN MORGAN Diageo 16 Growth Brand Awards 2014 Cases sold: 5.76 million Named for a former Welsh sea captain and governor of Jamaica, Captain Morgan is the only rum in this year's Hall of Fame class. Sam Bronfman, president/CEO of the Seagram's drinks company, arrived in the Caribbean in the 1940s and established the Captain Morgan Rum Co. after establishing trading relationships with distillers across the region. When the company subsequently purchased the Long Pond Distillery in Jamaica, Bronfman bought an age-old family recipe for spiced rum from two Jamaican pharmacists. That recipe would later become the inspiration for Captain Morgan Original Spiced Rum, which was introduced in 1983. The brand portfolio has since grown to include Silver Spiced, Parrot Bay, Tattoo and a number of other variants. What's the key to the brand's success? "We focus on two things—our customer and our liquid," says Dan Kleinman, Diageo North America's vice president of marketing for rums. "Captain is seen as a fun-loving spirit that gives people permission to take life less seriously and have more fun." Captain Morgan earlier this year introduced three new fl avors to its portfolio: Coconut, Pineapple and Graperfuit. "As a brand that values innovation, Captain Morgan continues to evaluate changes in the rum category and consumer needs, and strives to exceed their expectations," Kleinman adds. The competition in the spiced rum category has grown in the past few years, with dozens of new entrants from national brands to craft and local products. "We don't foresee that trend changing anytime in the near future," Kleinman says. "As adult consumers are seeking more adventure in their glass, the rum category continues to offer a high-quality spirit, now including new innovations and fl avor extensions." The cocktail boom has also contributed to Captain Morgan's success, "since it's known for high quality and mixability," Kleinman says. "We have high hopes for our fl avor extensions and believe they're perfect options for those looking to take their tasty, tropical cocktails up a notch." THE CLASS OF 2015 The seven spirits and one wine brand inducted this year have won a total of 134 Growth Brand Awards over the years. Brands on the cusp below will be eligible for next year's Hall of Fame if they win a 2016 Growth Brand Award based on 2015 calendar year sales. Brand Supplier Award Total Burnett's Vodka Heaven Hill Brands 17 Captain Morgan Diageo 16 Chateau Ste. Michelle Ste. Michelle Wine Estates 15 Crown Royal Diageo 18 Johnnie Walker Diageo 18 Ketel One Diageo 15 Maker's Mark Beam Suntory 17 SKYY Vodka Campari America 18 ON THE CUSP FOR 2016 Bacardi Bacardi 14 Bombay Sapphire Bacardi 14 J. Lohr Estates J. Lohr Vineyards & Wines 14 Jose Cuervo Proximo Spirits 14