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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The ultra-premium-priced Forty Creek, from Kittling Ridge Wine and Spirits, features three expressions ranging up to about $70. media alike," Gorman said. "Leveraging Facebook and Twitter as our major com- munication tools, we can share various information with our fan bases, including brand news, interesting industry happen- ings and recipes." Crown Royal concentrates on markets where the brand has strong consumer affin- ity. Briese said they also give back to the communities there. "To that end, we have just recently launched an extended program focused at supporting military and other everyday heroes," she said. The Crown Royal Heroes Project honors and recog- nizes the nation's heroes, raising money for various deserving charities, sending care packages to troops stationed overseas. It culminates at the Indianapolis Brickyard NASCAR race where the brand will put a hero's name on the race. Jermaine Dupri, the record producer, song writer and rap artist, recently became a spokesperson for Crown Royal and toured the country on the 14-event The Crown Life program, which encouraged consumers to celebrate life their own way. At Brown-Forman, social media use is still growing for Canadian whisky. "We are very early in our use, and plan to expand," Murray said. "We are looking at these new places to reach, reinforce and begin to maintain ongoing dialogue with our consumers." Black Velvet created that dialogue with its touring recreational vehicle, an experiential consumer out- reach campaign that ran for four months in 2011. "The Black Velvet RV has been driving around the country to various markets, attending events at retail- ers, big consumer events, on-premise events, bars, restaurants," Huels said. What's Next? Drew Mayville, Sazerac's master blender. And that curiosity only spells future announcements by the brands as a way to keep that interest, acquire new fans, and enhance that discovery. "Canadian Club is con- stantly listening to customers and looking to answer their demands," Gorman explained. "There will be some big announcements in 2012 that we hope will please our drinkers and encourage new consumers to try the expressions." Likely, that's also true for other Canadian producers, hoping to gain momentum in the ever-competitive whisky market. "C SW The value-priced Rich & Rare recently introduced a Reserve line extension, with a suggested retail ranging from $9.99 to $13.99. Leading Brands of Canadian Whisky In The Control States (9-Liter Cases) Brand Supplier 2010* 2011* % Chg Crown Royal . . . . . . . . . . .Diageo . . . . . . . . . . . . . . . . . . . . . .942,014 . . . . . .955,517 . . . . . . . . .1.4% Black Velvet . . . . . . . . . . . .Constellation Spirits . . . . . . . . . . . . .826,661 . . . . . .845,924 . . . . . . . . .2.3% Canadian Mist . . . . . . . . . .Brown-Forman Beverages . . . . . . . . .506,037 . . . . . .481,433 . . . . . . . .-4.9% Rich & Rare . . . . . . . . . . . .Sazerac . . . . . . . . . . . . . . . . . . . . . .363,222 . . . . . .364,456 . . . . . . . . .0.3% Canadian Club . . . . . . . . . .Beam Global Spirits & Wine . . . . . . .321,057 . . . . . .330,186 . . . . . . . . .2.8% Seagram's V.O. . . . . . . . . . .Diageo . . . . . . . . . . . . . . . . . . . . . .228,386 . . . . . .217,751 . . . . . . . .-4.7% Canadian LTD . . . . . . . . . . .Sazerac . . . . . . . . . . . . . . . . . . . . . .213,857 . . . . . .208,525 . . . . . . . .-2.5% Windsor Supreme . . . . . . . .Beam Global Spirits & Wine . . . . . . .197,562 . . . . . .194,155 . . . . . . . .-1.7% MacNaughton . . . . . . . . . . .Constellation Spirits . . . . . . . . . . . . .150,367 . . . . . .147,424 . . . . . . . .-2.0% Canada House . . . . . . . . . .Beam Global Spirits & Wine . . . . . . .102,063 . . . . . .106,777 . . . . . . . . .4.6% Total Leading Brands in the Control States Others 3,851,226 850,982 Total Canadian Whisky in the Control States * 12-month rolling data to September of prior year. Source: The Beverage Information Group Database from NABCA data. StateWays s www.stateways.com s January/February 2012 35 4,702,208 3,852,148 852,500 4,704,648 0.0% 0.2% 0.1% onsumers are becoming curious about rediscovering this once very popular seg- ment of the beverage alcohol store," stated