2021 GROWTH
BRANDS
SPIRITS
Brown-Forman . “ New flavors , the addition of cans to our lineup and the trusted name of Jack Daniel ' s positioned the brand perfectly to take advantage of additional consumers that were visiting the cooler section looking for a refreshing , single-serve option . It ' s the perfect intersection between a great product and great timing .”
Social unrest across the country in 2020 shed light on lingering racial inequities in America . Hennessy , an Established Growth Brand winner , built on its legacy of championing cultural diversity and progress through several programs . The company continued with the Thurgood Marshall College Fund , a $ 10-million fellowship meant to assist the next generation of diverse C-suite leaders .
And in becoming the Official Spirit of the NBA , Hennessy in 2020 commemorated the progressive vision of the sports league with a new creative , “ Lines ,” which “ paid tribute to players ’ commitment to drive culture forward , on and off the court .”
ON-PREMISE RETURNS As vaccines roll out and the pandemic recedes , on-premise businesses will eventually reopen to levels similar to pre-Covid . As that happy day approaches , many brands are preparing for how they will return , in full force , to bars in restaurants .
“ We do not have any new releases planned in 2021 , but we do see some tremendous opportunities in the on-premise ,” says Charlie Maas , CMO of RumChata , which won a Comeback award . “ We ’ re particularly excited about the new RumChata Cold Brew 1-L package , as it creates an easy way for bars and restaurants to serve cold brew coffee during the brunch occasion . Retailers can price and pour it like a bottle of wine , and instantly add a booming category to their menus as they reopen .”
RumChata is far from alone in positioning for the great reopening of America . “ With Covid restrictions hopefully lifting this year , [ Fast Track winner ] Platinum 7X
Vodka will continue to amplify its various campaigns which focus on unique moments throughout the year that bring people together ,” says Tyler Smith , marketing manager , premium vodka , Sazerac .
“ The brand also will continue to grow behind its premium sister offering , Platinum 10X , which launched in 2019 .”
This enthusiasm for the future is echoed around the industry .
“ As the pandemic ends and the world opens back up , we will be ready to host tastings that allow consumers to sample this amazing liqueur ,” says Hunter , of Rising Star Jack Daniel ’ s Tennessee Apple .
WHAT ’ S NEXT ?
Innovation remains at the heart of these winning brands . So it ’ s no surprise that numerous brands recognized in this issue have big plans for the year ahead .
Southwest Spirits & Wine received a Fast Track award for Nue vodka , and a Rising Star for Henderson Blendered Whiskey .
For Nue , in 2021 , “ There will be a much heavier emphasis on marketing , particularly towards our targeted male / female younger demographic ,” says Rosalind Lynam , brand development manager . “ We plan to appeal to them through national accounts ( both on and off premise ) and social media , which will have a heavy emphasis on cocktail recipes . 2021 will also bring more packaging improvements and , of course , more distribution , which is already off to a great start , given the solid foundation of growth we ’ ve had the past few years .”
“ Next up for Henderson Whiskey is improvements to the label and packaging ,” she adds , “ continued improvements to its digital footprint , and a new flavored whiskey scheduled to be launched before the end of 2021 .”
28 • Summer 2021 www . cheersonline . com