StateWays - March/April 2016

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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StateWays ■ ■ March/April 2016 22 "What's interesting is that today's consumer not only has a different approach to the spirits, wine and beer categories, but also to the entire beverage alcohol market," she says. "Consumers are no longer tied to one certain category as they approach their consumption type or occasion." The biggest trend, though, which is sure to impact all categories in the coming year, is premiumization. "What stands out the most in the beverage alcohol industry is that it's going through a renaissance with regards to product quality," Velez says. "Certain consumers are drinking less, but they're drinking better, which bodes well from a revenue perspective." BOURBON BARRELS AHEAD A number of American Whiskeys are Fast Track winners this year, demonstrating staying power and consistent double-digit growth. Sazerac's Buffalo Trace engaged in Bourbon education and tastings, social media engagement and distillery tourism throughout 2015. "The quality and variety within the category continue to interest new and curious Bourbon drinkers," says Senior Marketing Director Kris Comstock. Brown-Forman's super-premium Bourbon, Woodford Reserve, has continually introduced new expressions created at the brand's Versailles, Kentucky distillery. In 2015 Woodford Reserve Rye hit the U.S. market, and later in the year the company released its Distillery Series, available in select Kentucky markets. "Super premium American whiskey has enjoyed a renaissance around the world," says Global Brand Director Mark Bacon. "Consumers are ESTABLISHED GROWTH BRANDS: DISTILLED SPIRITS Winners must have exceeded 400,000 9-liter cases sold in 2015, and grown each of the last four years. All brands must be more than fi ve years old. (Thousands of 9-liter cases) % Growth Brand Supplier 2012 2013 2014 2015 p 2014/15 Crown Royal Diageo 4,186 4,296 4,497 5,302 17.9% Jim Beam Beam Inc. 3,560 3,865 4,070 4,318 6.1% Svedka Constellation Brands 3,825 3,950 4,080 4,200 2.9% Hennessy Moet Hennessy 2,270 2,390 2,536 2,926 15.4% Burnett's Vodka Heaven Hill Brands 2,039 2,350 2,608 2,810 7.7% Jameson Pernod Ricard USA 1,607 1,871 2,042 2,402 17.6% Patron The Patron Spirits Company 2,000 2,075 2,150 2,186 1.7% Ketel One Diageo 2,100 2,135 2,155 2,175 0.9% Evan Williams Heaven Hill Brands 1,431 1,650 1,865 2,150 15.3% Sauza Beam Inc. 1,808 2,041 2,089 2,095 0.3% Maker's Mark Beam Inc. 1,185 1,249 1,337 1,428 6.8% Admiral Nelson Heaven Hill Brands 800 820 836 844 1.0% Sailor Jerry William Grant & Sons 728 733 738 744 0.8% El Jimador Brown-Forman Beverages 317 336 379 436 15.0% Buchanan Diageo 300 345 397 418 5.3% (p) Preliminary Source: The Beverage Information & Insights Group. For more data, visit 2016 GROWTH BRAND AWARDS SPIRITS D'USSE COGNAC Bacardi's D'Usse Cognac is a Rising Star award winner this year after growing 5.5% in 2015 to 58,000 cases sold. This marks the second time D'Usse is a Rising Star, following a year in which the brand implemented programs and activations around key events, leading to increased brand awareness and exposure. "We launched the six-city D'Usse Lounge—a private, lux viewing party where special VIP guests were treated to a custom cigar shop and expertly paired cocktails," says Tyler Phillips of Bacardi. "D'Usse has also received distinguished achievements, including 'World's Best VSOP Cognac' from the World Cognac Awards, and a Silver for VSOP and a Double Gold for XO at the San Francisco World Spirits Competition." Contributing to the brand's success and growth are the explosive popularity of superpremium brown spirits and the high-end cocktail culture in the U.S., he adds. "D'Usse signature cocktails have proven to be consumer favorites for both Cognac connoisseurs and early entrants to the category," Phillips says. "The brand's versatility lends itself to both trends quite effortlessly."

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