Stateways March April 2018

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 | | March/April 2018 18 Mark bolstered its presence on shelf with the addition of locally relevant cross-merchandising displays, with partners including Rachel's Ginger Beer in Seattle and Root 23 in Columbus. Fellow Bourbon Woodford Reserve was a Fast Track brand again this year, joining its line extensions Reserve Rye and Dou- ble Oaked on the list (both were Rising Stars). The brand high- lighted gifting periods off-premise, including Father's Day and Christmas, offering engraving programs, personalized labels and gifts with purchase (like a cut crystal Old Fashioned glass). William Grant's Monkey Shoulder used the rise of blended whisky to appeal directly to bartenders. "More bartenders are aware of the versatility and range of blended malts and what they can offer in a cocktail," says Brand Manager RJ Whittington. "The growth of the greater whiskey category in the U.S. is contributing to the brand's growth as more consumers are interested in lesser-known, high-quality whisky with unique stories." Monkey Shoulder also recently launched its fi rst large-scale consumer activation in the U.S. with Monkey Mixer, a giant, mobile cocktail-pouring machine (based on a cement mixer) that will travel throughout the U.S. in 2018. Three-year old Redemption Rye from Deutsch Family Wine & Spirits grew more than 60% in 2017 and earned itself a Ris- ing Star award. Rye's resurgence is a logical extension of today's cocktail culture as consumers return to vintage favorites, accord- ing to Spirits VP Susan Kilgore. "Redemption has been successful at penetrating some of the most infl uential cocktail accounts in the country, and the brand's growth is being led on-premise," she adds. "We activated a program around Repeal Day that included a recipe contest, a podcast sponsorship on the rise and fall of Prohibition and on-premise trivia events." BRIGHT SPOTS IN DOWN CATEGORIES While there were more whiskey winners than any other spirits category this year, some vodka, rum and gin brands stood out as well. They include a mix of perennial category leaders and newcomers that are reshaping the market. Hall of Famer Svedka Vodka launched its blue raspberry fl a- vor in 2017, which helped the brand grow 2% to 4.4 million cases. "Our new fl avor was inspired by the palate of thrill seekers who crave extreme fl avors, a trend seen across the food and beverage SPIRITS RISING STARS (000 9-liter cases) '16-'17 Brand Supplier 2014 2015 2016 2017p % Change Casamigos Tequila Diageo 38 80 100 167 67.0% Blue Chair Bay Fishbowl Spirits 54 70 81 139 71.6% High West Constellation Brands 50 65 80 23.1% Monkey Shoulder William Grant & Sons 20 32 44 55 25.0% Redemption Rye Deutsch Family Wine & Spirits 33 53 60.6% Roca Patron Patron Spirits Company 36 40 49 50 2.0% Casa Noble Constellation Brands 25 40 45 12.5% Woodford Reserve Double Oaked Brown-Forman 17 23 26 35 34.6% Jack Daniel's Tennessee Rye Brown-Forman 32 Woodford Reserve Rye Brown-Forman 10 19 28 47.4% Brinley Gold Shipwreck Opici Wines - Market St. Spirits 15 20 25 27 8.0% DeLeon Tequila Diageo 5 16 20 25 25.0% Source: The Beverage Information & Insights Group. (p) Preliminary 2018 GROWTH BRANDS - SPIRITS

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