Stateways

StateWays-July/August 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 | www.stateways.com | July/August 2016 24 W ith so much attention being lavished these days on the surging popularity of cock- tails and premium spirits, it's easy to understand why liqueurs and cordials are frequently relegated as passé and out of step with contemporary tastes. They're not glitzy and rarely—if ever—get coverage in the media. The popularly held misconception about li- queurs is they're thick, sweet and syrupy. Many of the liqueurs of the past closely resembled cough syrup. Well, times have changed. Today, most liqueurs are produced to be lighter and drier, or more in step with contemporary tastes. The classic proprietary liqueurs owe their longevity to the fact that they're well bal- anced and fabulously delicious. SHAKING AND MOVING It appears as if free agency has come to the world of liqueurs. Four of the world's greatest elixirs have changed parent compa- nies and now play for new teams. French powerhouse Grand Marnier was recently acquired by Campari USA. Made in Neauphle-le-Château, Cognac, the liqueur is crafted exactly as it was over a century ago. Bit- ter Haitian orange peels are fi rst slowly macerated in cognac. The infused-spirit is redistilled, blended with the fi nest cognacs from each of the growing regions, and skillfully sweetened. The liqueur is then barrel-aged at the Marnier-Lapostolle cognac cel- lars at Château de Bourg. There are two ultra-premium line extensions. In 1927, the company celebrated its centenary with the release of Grand Marnier Cuvee de Centenaire. Fifty years later, Marnier-Lapos- tolle released Grand Marnier Cuvee de Cent Cinquantenaire, which may well be the pinnacle of elegance and sophistication. Another classic proprietary brand—Drambuie—switched uni- forms and now plays for William Grant & Sons. Legend has it that its recipe was brought to Scotland in 1745 by Charles Ed- ward Stuart—who was better known as Bonnie Prince Charles. After his armies were defeated at the Battle of Culloden Moor, Stuart took refuge on the Isle of Skye at the home of Captain Mackinnon. In gratitude, the Prince gave his protector the recipe for present day Drambuie. The liqueur has unlimited creative possibilities. It's most famous use is in the timeless drink—the Rusty Nail. The rocks drink is a mix of three parts Scotch whisky and a healthy shot of Drambuie. Southern Comfort and Tuaca, long-time staples of Brown-For- man, have been purchased by the Sazerac Company. Southern Comfort is about as American as liqueurs get. It is now made in Louisville, Kentucky, from the same closely guarded recipe. Southern Comfort is made from a base of pure grain neutral spirits and fl avored with peach liqueur, natural peach and citrus extracts. After the infusion process is complete, the liqueur is fi ltered and bottled at both 35% and 50% ABV. Tuaca traces its origins to the 16th Century and the Italian Renaissance. Over the centuries the secret recipe was lost and the liqueur disappeared. Then in 1938, brothers-in-law Gae- tano Tuoni and Giorgio Canepa from Tuscany uncovered the CORDIALS & LIQUEURS | CATEGORY UPDATE LEADING BRANDS OF CORDIALS AND LIQUEURS, 2014-2015 '14/'15 BRAND SUPPLIER 2014 2015 % CHG Fireball Sazerac 3,895 4,650 19.4% DeKuyper Beam Suntory 2,175 2,145 -1.4% Jagermeister Sidney Frank Importing 1,935 1,747 -9.7% Baileys Diageo 1,300 1,287 -1.0% Southern Comfort Brown-Forman Beverages 1,072 1,010 -5.8% Kahlua Pernod Ricard USA 852 788 -7.5% Hiram Walker Cordials Pernod Ricard USA 786 731 -7.0% Jack Daniel's Tennessee Honey Brown-Forman Beverages 670 678 1.2% RumChata Agave Loco Brands 540 600 11.1% Grand Marnier Campari USA 465 480 3.2% Total Leading Brands 13,690 14,116 3.1% Total Cordials & Liqueurs 23,630 24,050 1.8% Source: The Beverage Information & Insights Group. For more data, visit www.albevresearch.com.

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