Cheers Summer 2021 | Page 26

2021 GROWTH

BRANDS

SPIRITS by Bacardi . “ As occasions became more intimate , the popularity of Cognac exploded , driven by new consumers entering the category and the move toward smaller , more relaxed group settings ,” says Jennifer Pisciotta , VP global marketing , acceleration brands , Bacardi Ltd .

“ Additionally , as consumers focused more on their athome bartending skills , alcohol sales — especially luxury spirits — rose , and D ’ usse was no exception . In fact , D ’ usse Cognac has been surpassing spirits growth in 46 of the last 52 weeks , according to Nielsen ,” she says .

“ Consumers have had more time to formalize their skills , and improving the cocktail experience comes with an investment in more premium spirits ,” Pisciotta notes .

Brands helped consumers reproduce their favorite cocktails while also benefiting the on-premise trade .

“ We launched a Bartender Takeover series to benefit on-premise partners impacted by Covid-related closures and featuring local bartenders to demonstrate how to make Ole Smoky cocktails at home ,” says Will Ensign , VP of marketing for Ole Smoky , which qualified for several Rising Star awards .

Other brands were born with the idea of cocktails in mind , and benefited when at-home mixology took off in 2020 . For instance , Rising Star Old Forester Rye whiskey .

“ When we were developing this product , it was paramount to me that this hit on a few keys things : first that it be bottled at 100 proof , making it strong enough to stand up in a cocktail ; and second , that it be affordable and lined priced with OF 100 proof ,” says Old Forester Master Taster Jackie Zykan . “ In addition to the unique flavor profile that ' s both spicy and floral , these factors have made it an indisputable hit with consumers .”

TRENDS AND MOVEMENTS Many winning brands achieved success in the past year by recognizing consumer trends and cultural movements . This includes Woodford Reserve , which took home multiple Fast Track awards .

“ The past year has presented challenges , but we prioritized our investment in brand building communication , and we followed our consumers and their emerging behaviors ,” explains Tracey Johnson , VP , group brand director at Brown-Forman .

“ In 2020 , this translated into a heavier focus on retail and the e-premise . We also had successful launches of limited-release products , like our Master ’ s Collection Very Fine Rare Bourbon and Woodford Reserve Baccarat Edition . These expressions were popular with whiskey drinkers and collectors , and garnered significant media attention for the brand .”

Savvy use of social media was , again , a common avenue for growth in 2020 . Rising Star Proper No . Twelve Irish Whiskey used the profile of its cofounder , MMA fighter Conor McGregor , along with a branded social media account designed for today ’ s consumer .

“ Conor is quite the unicorn and he enjoys interacting with consumers via social media ,” says Ken Austin , cofounder . “ Our Instagram , @ ProperWhiskey , continues to be one of the largest brands in the spirits space globally , and our fan engagement is off the charts . This is a real sign of brand health . The key is to do all we do the right way , the Proper way . We don ’ t force things , as we want to always be true to our consumers , as we have a delicious whiskey that is fun . We respect the consumer deeply and we don ’ t take ourselves too seriously .”

One of the biggest developments of 2020 was the massive growth of ready-to-drink alcoholic beverages , as more consumers wanted premium cocktails while sheltering at home . Established Growth Brand winner Jack Daniel ' s Country Cocktails benefited from this trend .

“ Jack Daniel ' s Country Cocktails was already seeing growth coming into last year , but the rocket ship of RTDs has definitely helped accelerate that momentum ,” says Dallas Cheatham , RTD portfolio director , USA and Canada ,

Source : The Beverage Information & Insights Group ( p ) Preliminary

26 • Summer 2021 www . cheersonline . com