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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On The Horizon Canadian whiskies aim to attract new consumers in the coming year. By Kate Strandness Stale? Outdated? Washed up? Not Canadian whisky. The spirit may have deep roots, dating back to the 18th century and gaining prominence during the Prohibition era, but it's far from riding off into the sunset. Instead, Canadian whiskies are finding themselves in a sort of mild renaissance. Until recently, they had a diminishing shelf presence as the category's demographic aged and consumer tastes among whiskies shifted more to bourbon and Scotch. But that's all history. "Consumers are starting to become interested again in the Canadian whisky seg- ment," says Kevin Richards, Canadian whisky brand manager at Sazerac. The segment once topped the distilled spirits industry, but it still holds strong with 33.6% of total whiskey sales and 60.6% of imported whiskey sales, according to the 2011 Beverage Information Group Liquor Handbook. Manufacturers, in turn, have responded to this increased consumer interest. What start- ed with new product launches — Caribou Crossing, Royal Canadian, Crown Royal Black, Canadian Mist Black Diamond and Revel Stoke to name some — in 2010, only continued with refreshed pack- ages, more market availability, Launched toward the end of 2010, the Crown Royal Black line extension crystallized the growth of superpremium offerings in the Canadian whisky category. 32 and experimentation with flavors and premium offerings in 2011. And moving into 2012, more of the same is to be expected. "We are very much looking for ways to bring some new things to the marketplace, to bring some younger consumers into the franchise, and start to turn around what is about flat growth and start that off on a positive note," said Chris Huels, marketing director for specialty wine and spirits at Constellation Brands. Initiating Innovation T he category that once lacked unique expres- sions and innovations now embraces them, aiming to use them to attract new consumers. "Canadian whisky is an exciting category with a number of key trends driving aware- ness, trial and growth," said Yvonne Briese, VP of marketing, Diageo North American Whisky. Joe Murray, senior brand manager for Brown-Forman Canadian Brown-Forman debuted Canadian Mist Black Diamond late in 2010, an upscale and richer- tasting version of its original Canadian Mist brand. Whiskies, describes the category as in transi- tion. "There was the Crown Royal Black launch, which opened the door for other pre- mium-plus Canadians," he explained. "This leads to an exciting, growing segment of Canadians, and the introduction and growth of new premium-plus brands." Besides Crown Royal Black, there are Collingwood, which both debuted last year from Brown-Forman, plus Pendleton, Forty Creek, and several oth- ers that have been on the market a few years. In StateWays s www.stateways.com s January/February 2012