Stateways

JanFeb 2018 Stateways

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 | January/February 2018 19 as they bring different fl avors into the category," Nash adds. The proliferation of brands promises to raise all boats as con- sumers get a broader brand selection to consider, with various tweaks and attributes. "Irish whiskey in the U.S. has historically been dominated by a few large brands, so there's a lot of room for consumers to learn about the category and the nuances across the various types as they become more established here," Erickson says. Driving awareness of Kilbeggan and Tyrconnell is critical, he says, especially the newer iterations, including two launched in 2017 - Tyrconnell 16 Year Old, the oldest general release for the Brand; and Kilbeggan Single Grain, aged in ex-bourbon barrels before being fi nished in a mix of fortifi ed wine casks. More inno- vation is in the pipeline for 2018, he adds. As owners of Irish brands Redbreast, Powers, Green Spot, Yellow Spot and Midleton, Pernod-Ricard has the broadest range already in the market. Sona Bajaria, Vice President, Glenlivet and High End Irish Whiskey, oversees fi ve expressions of single pot still Redbreast. It's seeing double-digit growth, including with Lustau Edition Sherry Finish, a non-age-statement expression, and the recently introduced MidletonDair Ghaelach Bluebell Forest Edition. "It's great to see consumers breaking out of one type of cate- gory and experimenting," she says. "For a marketer it's exciting because there is only so much we can impact, and it's all about how consumers relate to your brand. These are brands consum- ers love, and they can't wait for the next one to come out." • JACK ROBERTIELLO is the former editor of Cheers magazine and writes about beer, wine, spirits and all things liquid for numerous publications. More of his work can be found at www.jackrobertiello.com. LEADING BRANDS OF IRISH WHISKEY, 2014-2016 (000 9-liter cases) % Change Brand Supplier 2014 2015 2016 15/'16 Jameson Pernod Ricard USA 2,015 2,436 2,833 16.3 Tullamore Dew William Grant & Sons 142 178 207 16.3 Bushmills Diageo 185 189 197 4.2 Cooleys Beam Suntory 80 54 57 5.6 Paddy Pernod Ricard USA 33 43 50 16.3 Concannon The Wine Group 27 28 29 3.6 John Power Pernod Ricard USA 28 27 26 -3.7 Redbreast Pernod Ricard USA 19 23 22 -4.3 Black Bush Diageo 10 11 12 9.1 Total Leading Brands 2,539 2,989 3,433 14.9 Total Irish Whiskey 2,640 3,115 3,581 15.0 Source: The Beverage Information & Insights Group Liquor Handbook 2017. For more data and analysis, visit www.bevinfostore.com.

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