Cheers - March/April 2016

Cheers is dedicated to delivering hospitality professionals the information, insights and data necessary to drive their beverage business by covering trends and innovations in operations, merchandising, service and training.

Issue link:

Contents of this Issue


Page 33 of 59 34 • March/April 2016 already started aging some bourbon there and look forward to what's ahead." TRENDY TEQUILAS The tequila category experienced a number of ownership and distribution changes in recent years, including Rising Star winner Casamigos forming its own importing company and ending its relationship with Sidney Frank Importing. Since then, the brand has continued to grow in sales and consumer awareness. "We don't pay attention to industry trends," says cofounder Rande Gerber. "We hear from our customers that many people are drinking Casamigos who never drank tequila before. It's about our quality and taste, which makes Casamigos the fastest-growing tequila in the world." Beam Suntory's Sauza tequila launched a rebrand in 2015, including new packaging and a redesigned label with a prominent depiction of the brand's iconic Gallo, originally chosen by founder Don Cenobio. The Established Growth Brand winner also launched its fi rst fl avored tequila, Sauza Cucumber Chili, as a response for consumers demanding expanded fl avor profi les in the tequila category. "In recent years, we've also seen consumers demonstrate a heightened awareness of 100% agave tequilas," says senior director of tequilas Claire Richards. "Sauza is poised to continue to outperform the space with our premium line." In combination with the rebrand, Sauza Blue also took on the new name, Sauza Signature Blue, featuring a new premium cork closure. Campari America's Espolón Tequila, a Fast Track winner in 2016, is known for its creative promotions and packaging and was a passion project of creator and Master Distiller Cirilo Oropeza. The brand's Black Market is a secretive program involving a van traveling through select cities and stopping at select bars for spontaneous sampling. In addition, the brand launched Espolón Añejo tequila, fi nished in Wild Turkey Bourbon barrels, in late 2014. "The main purpose of all Epsolón's promotions is to educate people about tequila," says category marketing director for tequila and rum, Christine Moll. "Today's consumers are more discerning than ever when it comes to their tequila choices. They want to explore the category and discover gems that offer exceptional liquid at an accessible price point. We want to further their education and inspire their curiosity." Diageo completed its acquisition of Tequila Don Julio in February 2015, following a deal struck with Casa Cuervo involving Bushmills. A Fast Track winner, Don Julio built on the success of its Airstream Speakeasy tour from 2014, rolling out a fl eet of vintage pickup trucks from the 1940s era like those founder Don Julio Gonzalez traveled in to and from his agave fi elds. Consumers are more interested in the ingredients and 2016 GROWTH BRAND AWARDS SPIRITS COMEBACK BRANDS: DISTILLED SPIRITS Winners must be a previous Growth Brands Award winner, and must have exceeded the sales from their previous win following a recent decline. % Growth Brand Supplier 2012 2013 2014 2015 p 2014/15 Remy Martin Remy Cointreau USA 634 621 650 792 21.8% (p) Preliminary Source: The Beverage Information & Insights Group. For more data, visit Q&A WITH VINIQ Viniq, launched by E. & J. Gallo in 2014, is a "shimmering" liqueur that combines vodka, moscato and fruit fl avors. The brand is a Rising Star this year after selling 63,000 cases in 2015—a 12.5% increase over its debut year. We recently spoke to the brand's communications team about Viniq's success. Cheers: What does it mean to you to be named a Growth Brands winner? Viniq: It's an honor. Over the past two years, Viniq has elevated delicious cocktails everywhere to taste and look better than ever. We are excited to be the fi rst brand to introduce a shimmery liqueur to the market and are confi dent in our continued growth potential. Cheers: What industry trends are most contributing to the brand's growth? Viniq: We saw consumers in 2015 increasingly moving away from traditional drinks, preferring instead to experiment with fruity fl avored cocktails. For those consumers looking for sweet and fl avorful new insta-worthy products and cocktails, Viniq is perfect for celebrating for friends. (thousands of 9-liter cases)

Articles in this issue

Archives of this issue

view archives of Cheers - Cheers - March/April 2016