Beverage Dynamics is the largest national business magazine devoted exclusively to the needs of off-premise beverage alcohol retailers, from single liquor stores to big box chains, through coverage of the latest trends in wine, beer and spirits.
Issue link: https://read.dmtmag.com/i/551867
36 Beverage Dynamics • May/June 2015 www.beveragedynamics.com 2015 GROWTH BRAND AWARDS – HALL OF FAME { KETEL ONE } DIAGEO 15 Growth Brand Awards • 2014 Sales: 2.16m 9-liter cases J ohnnie Walker's storied history begins nearly 200 years, ago when the brand's namesake began selling whisky at his gro- cery store in Scotland. In the 1860s, John Walker's son, Alexander, created the square bottle and label the brand is known for. Today the brand is available in more than 200 countries in expressions including Red Label, Black Label, Double Black, Gold Label Reserve, Platinum Label, Blue Label and several small-release expressions. "The portfolio is positioned as a leader around the world, since we have the largest inventory of the most sought-after whiskies to fuel global demand for both single malts and blends at the high end," says Brian Cox, Director of Scotch Whisky for Diageo North America. "We also have one of the most recognizable trademarks in the world, with the Striding Man emblazoned on our bottle for over a century." Recently, the brand saw an opportu- nity to engage with younger LDA con- sumers as education, the pursuit of craft, the cocktail renaissance and pop culture have all increased excitement around whisky. "Before, there was a stigma around brown spirits for a younger generation of consumers who felt they were too challenging or 'not for me,'" Cox adds. For the past decade, Johnnie Walk- er's "Keep Walking" campaign has created an emotional connection and relevancy of the brand in consum- ers' lives, Cox says. "As a brand with a deep commitment to progress, Johnnie Walker embodies its own philosophy to constantly produce the highest-quality product, and continues its heritage of innovation to stay ahead of global con- sumer demands." { JOHNNIE WALKER } DIAGEO 18 Growth Brand Awards • 2014 Sales: 0.93m 9-liter cases K etel One is made at a 324-year-old distillery founded in 1691 and overseen by 11 generations of the Nolet family. The vodka was fi rst introduced to the U.S. mar- ket in 1983. Distilled in Holland, Ketel One was named an Established Growth brand for 2015 and rounds out Diageo's four Hall of Fame brands. "My father, Carolus Nolet, Sr., is the founder and master distiller of Ketel One vodka," says Carl Nolet, Jr. "He was the tenth generation of Nolet distillers to over- see our family's distillery in Schiedam, Holland. Next year is a big milestone for us, as the family business turns 325 years old — we're extremely proud and it's quite an achievement." Every batch of the vodka is tasted and approved by a member of the Nolet family before it's released, making the family's lineage a key component in the authenticity and craftsmanship of the brand. "We're eager to open wide the doors to our distillery and have people see for themselves that our story of family distilling expertise is as real as it gets," Nolet says. "Our commitment to quality and taste is what makes Ketel One a truly exceptional spirit." The brand relies on support from bartenders, who each have the opportunity to hear the brand's story, taste test the vodka and learn how it's made. The company also explains how Ketel One is named after the original coal-fi red Distilleerketel #1. "The bar- tenders who sell our brand go through our taste test and experience fi rsthand the 'four F's' of Ketel One — fragrance, fl avor, feel and fi nish," Nolet says. "Our focus has always been on what's inside the bottle." Ketel One also relies on support from consumers and the recent trend toward quality and authenticity. "We're very happy that today's drinkers are more discerning than ever before," Nolet says. "They're more knowl- edgeable than ever and they increasingly seek out brands with a real passion for their craft and a real story. We take great joy in sharing our passion and we welcome those who want to learn more about the wonderful world of distilling vodka to come visit us in Scheidam."