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 19 SPIRITS ESTABLISHED GROWTH BRANDS (000 9-liter cases) '16/'17 Brand Supplier 2014 2015 2016 2017p % Change Crown Royal Diageo 4275 4850 5305 5755 8.5% New Amsterdam Vodka E&J Gallo Winery 2880 4115 5092 5383 5.7% Jim Beam Beam Suntory 4192 4318 4560 4962 8.8% Fireball Sazerac 3895 4375 4580 4876 6.5% Svedka Constellation Brands 4080 4200 4320 4400 1.9% Hennessy Moet Hennessy 2575 3010 3670 4059 10.6% Jameson Pernod Ricard USA 2042 2436 2833 3182 12.3% Patron Patron Spirits Company 2150 2186 2474 2600 5.1% Sauza Beam Suntory 2089 2095 2247 2414 7.4% Maker's Mark Beam Suntory 1337 1428 1502 1685 12.2% Johnnie Walker Red Diageo 712 736 820 827 0.9% Juarez Luxco 684 688 695 717 3.2% Jack Daniel's Tennessee Honey Brown-Forman 670 679 686 709 3.4% Wild Turkey Campari America 590 610 636 658 3.5% el Jimador Brown-Forman 379 441 516 572 10.9% Buchanan Diageo 395 452 482 541 12.2% Knob Creek Beam Suntory 290 358 380 420 10.5% Source: The Beverage Information & Insights Group (p) Preliminary. space sought after by Millennials," says VP of Marketing Carl Evans. "Throughout 2017 we continued to highlight Svedka as a brand that combines quality vodka, fl avor innovation, high-im- pact packaging and a distinctive personality." Fast Track winner Western Son Vodka, which nearly doubled its sales to 101,000 cases in 2017, is taking advantage of consumer interest in American vodka. "Our premium Texas vodka has experienced exceptional growth as consumers look for quality and crafted products that aren't mass-produced," says Marketing Director Matt Krocheski. "We're continuing to build our footprint on-premise with our signature cocktails and Western Mule programs." Fishbowl Brands' Blue Chair Bay Rum was a Rising Star again this year, selling 139,000 cases and growing more than 72% in 2017. "There's a lot of interest right now in cream liqueurs, which was formerly dominated by one brand," says Marketing Direc- tor Monica Gray. "We feel we've contributed to the innovation over the last few years in a big way. To our knowledge, we have the only line of fruit-fl avored rum creams in the market and they're doing exceptionally well." The Key Lime fl avor was recently launched with a campaign called "Key to the Keys," which engaged consumers through social media and using partner Kenny Chesney. "The launch of Key Lime Rum Cream increased awareness and case sales of our other fl avors," Gray adds. Market Street Spirits' Brinley Gold Shipwreck rum increased sales 8% last year to 27,000 cases, taking advantage of premium- ization in the rum category. "Consumers are seeking and appreciating high- er-quality rums like Brinley's Shipwreck," says VP of Marketing Mike Wolff. "Consumers are fi nding their appreciation for boutique quality – especially Millennials who connect with Brinley's authentic, award-winning rums craft with all-nat- ural ingredients by the father-and-son team Bob and Zach Brinley." While most of the gin category is down, especially when it comes to off-premise sales, William Grant's Hendrick's grew 10% last year to more than 350,000 cases and won a Fast Track Brand award. "There's been a signifi cant trend toward consumer interest in fi nding categories and brands that focus on fl avor," says Senior Brand Manager Darius Hines. "With our unique fl avor profi le featuring the essence of cucumber and rose, we created the super-premium gin category and are bringing in new con- sumers." Many of those consumers are taking a bottle home to create simple and classic cocktail recipes that they sampled on-premise, he adds. FLAVORED SPIRITS AND LIQUEURS RISE Joining brandmates Jack Daniel's Country Cock- tails and Jack Daniel's Tennessee Rye (a Rising Star in its debut year), Jack Daniel's Tennessee Honey is an Established Growth Brand this year, selling more than 700,000 cases. 2018 GROWTH BRANDS - SPIRITS

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