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/658171
www.beveragedynamics.com March/April 2016 • Beverage Dynamics 43 founder Don Julio Gonzalez traveled in to and from his agave fi elds. "Consumers are increasingly more interested in the ingredients and history behind their drinks, and the brand's growth can be attributed to a heightened awareness and appreciation for the versatility and complexity of tequila," the Don Julio brand team recently told us. "This is causing consumers and mixologists to seek out and use tequila in a variety of ways." FLAVORS ON THE RISE The recent surge in liqueur sales is led by fl avored whiskeys, which don't fi t neatly into the category and may necessitate a separate distinction in the near future. Fast Track winner Fireball, which grew at exponential rates over the past decade and is now a top-ten spirit at nearly fi ve million cases sold, is both "humbled and excited" to be named a Growth Brands winner and "owes it all to our great Fireball nation of fans," according to Senior Marketing Director Becky Henry. As for the Sazerac brand's plans in 2016? "More of the same – we'll leave the growth in the hands of our nation of fans," she adds. Brown-Forman's sibling brands Jack Daniel's Tennessee Honey and Jack Daniel's Tennessee Fire are both Rising Star winners this year after capitalizing on the fl avored whiskey trend. Both brands are focused on promotions that bring younger consumers to the Jack Daniel's brand, including celebrity partnerships with K. Michelle and Mila J. "Popularity in whiskey continues to grow as consumers from other spirit categories are starting to explore whiskey for the fi rst time," says Jack Daniel's Flavors Brand Director Casey Nelson. "Jack Honey and Jack Fire offer the confi dence of a trusted, iconic brand, and the smooth, approachable taste making for an excellent entry point into whiskey." Western Spirits' Bird Dog is another Fast Track winner for the whisky category this year. In 2015, the brand focused heavily in off-premise around displays and seasonal programming in summer and fall. "Being in the fastest- growing category has really helped accelerate brand growth," says Vice President of Marketing Jon Holecz. "With Bird Dog continuing to focus on unique fl avor offerings, we are giving our customers and new consumers a chance to experience something different." OTHER NOTABLE SPIRITS Campari America's namesake brand won a Fast Track award this year, which isn't something you would expect from a 150-year-old cordial. Campari invested heavily in its promotion of Negroni Week, supporting the on-premise event with social media, media relations and events, advertising, POS and in-bar collateral and marketing partnerships. More than 3,500 accounts participated from 44 countries, an increase of nearly 200% over 2014. The week raised more than $321,000 for charities around the world. "A major contributing factor in Campari's unprecedented growth has been the bartender," says VP of Marketing for white spirits and cordials, Richard Black. "No other fi gure in the spirits industry has the amount of infl uence as the person standing behind the bar to drive drink trends." Another century-old brand, Buchanan's, is an Established Growth winner this year. The Diageo Scotch whisky focuses its marketing efforts on the multicultural consumer, particularly Hispanics, which has been a key to 2016 GROWTH BRAND AWARDS SPIRITS Imported by Riviera Imports Manhasset, NY, USA www.trespapalotemezcal.com Cheech Marin TRES PAPALOTE MEZCAL Now it's your turn – Discover the spirit of a new era 100% handcrafted, infusing a rich, smooth, lightly smoky flavor with elegant herbal and citrus notes. "Consumers are looking for brands that provide great taste, authenticity and experiences."