Cheers April/May 2018

Cheers is dedicated to delivering hospitality professionals the information, insights and data necessary to drive their beverage business by covering trends and innovations in operations, merchandising, service and training.

Issue link:

Contents of this Issue


Page 30 of 59 31 April/May 2018 • brand has expanded every year recently with new line extensions, including Vanilla and the popular Regal Apple. Crown Royal focused its 2017 advertising on charitable promotions and giving back. "One of our most successful off-premise initiatives was the 'Gift That Gives Back' promotion in support of the troops," says Michelle Sibley, associate manager of culture and partnerships at parent company Diageo. "The brand encouraged consumers to donate Crown Royal bags they had collected and then we, in partnership with Packages From Home, sent donations to the troops." Crown Royal also partnered with the NFL in 2017, running ads on television and in stadiums. That sports tie-in will continue in 2018. "We'll continue to lean into programming that brings to life our brand purpose and focuses on generosity," Sibley says. "From iconic Super Bowl activations to the historic Indianapolis Motor Speedway, we want to show up at key moments in a big way." Three American whiskeys from Beam Sutory won Established Growth Brands Awards this year: Jim Beam, Maker's Mark and Knob Creek. "We continue to enjoy the bourbon boom of recent years and feel bullish on the growth of the category for years to come," says vice president of whiskey Rob Mason. "There remains strong interest in premium offerings, including LTOs, as consumers enjoy exploring the category and discovering new and unique production styles and taste profi les." To reach on-premise consumers, Jim Beam continued its partnership with baseball teams in multiple markets, engaging baseball fans at stadiums and sports bars. Jim Beam Black also worked with top barbers in a multicity barbershop experience. 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 Co. 36 40 49 50 2.0% Casa Noble Constellation Brands 25 40 45 12.5% Woodford Reserve Double Oaked Brown-Forman Corp. 17 23 26 35 34.6% Jack Daniel's Tennessee Rye Brown-Forman Corp. 32 Woodford Reserve Rye Brown-Forman Corp. 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 WELCOME TO THE HALL OF FAME This year, two spirit brands won their 15th Growth Brands Award, making them eligible for induction into the Growth Brands Hall of Fame. The winners are: » Juarez Tequila » Jameson Irish Whiskey Each Hall of Fame winner will receive a profi le in the May/June issue of Cheers and be honored at the Growth Brands reception during the WSWA Convention in Las Vegas. This year's inductees join a select group of brands that have entered the Growth Brands Hall of Fame since it was created in 2015: Keep an eye out for the full write up of the Hall of Famers in the next issue! SPIRITS » Bombay Sapphire » Burnett's Vodka » Captain Morgan » Crown Royal » Hennessy » Johnnie Walker » Ketel One » Maker's Mark » Patron » Remy Martin » Sauza » SKYY Vodka » Svedka WINES » Chateau Ste. Michelle » J. Lohr Estates BEERS » Blue Moon » Corona Extra » Corona Light » Dos Equis » Modelo Especial » Pabst Blue Ribbon » Pacifi co » Shiner Bock » Stella Artois » Yuengling (000 9-liter cases) '16-'17 Brand Supplier 2014 2015 2016 2017p % Change Casamigos Tequila Diageo 38 80 100 167 67.0%

Articles in this issue

Links on this page

Archives of this issue

view archives of Cheers - Cheers April/May 2018