Stateways

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 | www.stateways.com | March/April 2018 41 ican whiskey producers into the single barrel programs, in which buyers visit distilleries and select a single barrel for their own limited and signature product. Marberger at Bay Ridge has bought numer- ous Bourbon barrels, and last October sent staff to Mexico to inves- tigate buying a tequila barrel. But he hasn't pulled the trigger yet. At Wilbur's, Dinsmore has. "There are now more opportunities out there for some accounts that do really well with a brand to do a single barrel repo or añejo or even extra añejo. We've done a couple, and while they didn't move as fast as we'd like, it is something we never would have done 10 years ago," he says. "People are not afraid to experiment, and there is demand from the consumer for something new, exciting, different and boutique-y. They may not go to $100 on something they aren't familiar with, but they are more willing in the $50-60 range," he adds. As for what retailers would like to see more of from producers, Mirich, who skews to the higher end and favors educating cus- tomers about things like variations in fl avor between highland and lowland varieties, has an interesting take. "I've crowded the counter with minis - those baby Patrons are so cute people have to buy them. That's one way Casamigos did so well - 15 minis sold for around $38, while the 750 ml sold for $49.99. I would like to see that with more product; it's hard to buy a $70 bottle of something to try it out. Support the smaller sizes so that we can put it in peo- ple's hands." Rather than more POS and merchandising, Dinsmore says more attention should be paid to social media promotion, which gives brands a chance to show what makes them different. Whatever the manner of communicating, it's clear the way for- ward for the tequila marketer is as different as was the market 20 years ago. "As I like to say, 'You don't need a big moustache to drink tequila nowadays,'" Mirich says. • 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 Tequila, 2014-2016 (000 9-Liter Cases) '15-'16 Brand Supplier 2014 2015 2016 % Change Jose Cuervo Proximo Spirits 3082 3360 3515 4.6% Patron Patron Spirits Company 2150 2186 2475 13.2% Sauza Beam Suntory 2089 2095 2247 7.3% 1800 Proximo Spirits 1085 1075 1090 1.4% Familia Camarena E&J Gallo 635 758 785 3.6% Juarez Luxco 684 688 695 1.0% Montezuma Tequila Sazerac 585 610 630 3.3% el Jimador Brown-Forman 379 441 516 17.0% Don Julio Diageo 260 300 357 19.0% Margaritaville Sazerac 285 298 305 2.3% House of Cazadores Bacardi USA 260 290 299 3.1% Zarco Proximo Spirits 230 235 236 0.4% Milagro William Grant & Sons 164 187 218 16.6% Espolon Tequila Campari America 112 145 200 37.9% Pepe Lopez Brown-Forman 186 186 190 2.2% Olmeca Altos Pernod Ricard 76 125 160 28.0% Herradura Brown-Forman 127 140 158 12.9% Tortilla Sazerac 150 157 157 0.0% Avion Pernod Ricard 107 127 118 -7.1% Lunazul Heaven Hill Brands 94 110 135 22.7% Pancho Villa Tequila McCormick Distilling 103 93 93 0.0% Rio Grande Tequila McCormick Distilling 97 83 84 1.2% Gran Centenario Proximo Spirits 77 78 78 0.0% Aristocrat Heaven Hill Brands 70 75 79 5.3% Casamigos Casamigos Spirits Co 38 80 99 23.8 Total Leading Brands 13,125 13,922 14,919 7.2% Total Tequila 14,325 14,950 15,977 6.9% Source: The Beverage Information & Insights Group Liquor Handbook 2017. For more data and analysis, visit www.bevinfostore.com

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