REED DAVIS
Business Unit Manager Control states Luxco
At Luxco , we are celebrating our second year since being acquired by Atchison , Kansas-based MGP Ingredients , Inc . NABCA Chairman Tim Holden ’ s theme , “ Power of the Past , Forces of the Future ,” is particularly fitting this year , as it describes the journey our combined company has embarked upon .
The union of MGP and Luxco joined two powerful forces , each with its own history of success . Luxco had established itself as an experienced owner and builder of branded spirits , and MGP provided the reach and resources of a publicly held company , as well as building a solid reputation as a producer of spirits , including several of their own established brands .
Recognizing the growing consumer demand for premium spirits , we ’ ve worked to ensure our branded spirits are well positioned within the super-premium and ultra-premium categories to continue to be a force well into the future .
The close collaboration of our brand , production and sales teams across North America has resulted in an effective long-term premiumization strategy . Efforts have been underway to ensure enough spirits are available to continue to produce the growing number and volume of the premiumized variants our consumers desire , while continuing to age-up stores now for future extra-aged innovations and variants .
In 2022 and into 2023 , Luxco has continued to introduce new and unique items on-trend with current consumer demands . Examples include :
Lux Row Distillers ’ introduction of Old Era 7-Year Straight Rye Whiskey and Daviess County Kentucky Straight Bourbon Whiskey finished in Lightly Toasted American Oak Barrels ( the first of three annual toasted-finish offerings ).
Limestone Branch Distillery ’ s launch of Yellowstone American Single Malt Whiskey to rave reviews . Yellowstone brand continues its meteoric rise , achieving 131 % year-over-year volume growth in 2022 , ranking it among the top-five fastest-growing whiskeys across all price tiers .
The launch of Dos Primos Tequila Reposado in 2022 and Dos Primos Añejo Tequila in 2023 . Both products are distilled at Luxco ’ s 100 % Weber Blue Agave Distillery , Destiladora González Lux in Jalisco , Mexico .
The introduction of Rossville Union Barrel Proof straight rye whiskey and Remus Gatsby Reserve 15-year-old straight bourbon whiskey from Ross & Squibb Distillery .
In addition , we ’ re proud of our many cause-marketing efforts , which continue to resonate well with consumers . Yellowstone Bourbon renewed its commitment to the National Parks Conservancy Association ( NPCA ) by announcing its sponsorship at the $ 250,000 level – making it the organization ’ s largest partner . Our Dos Primos Tequila brand has renewed its support of The Nature Conservancy ’ s ( TNC ) land-restoration and water-conservation efforts in the Tehuacán Valley area in Mexico with an additional donation of $ 50,000 in 2023 .
At Luxco , we have not wavered in our commitment to investing in sales in control states at a level equal to or greater than our industry peers . Historically , our company ’ s sales in control states have over-indexed versus the industry average . As we have grown , we continue to value what control states have to offer : a level playing field , where all players large and small operate by the same clearly stated set of rules , and some of the best , most trusted data in the industry , based largely on actual pull from the shelf .
Two years after our purchase by MGP Ingredients Inc ., we are as committed as ever to investing in control states and sharing best practices as a member of the NABCA Industry Advisory Board in pursuit of its goals . We offer our sincere thanks to NABCA Chairman Tim Holden for all he has done for the control states , and we look forward to continuing our work with NABCA and the control states and sharing state-by-state best practices .
SCOTT SCHRADER
SVP / GM Control States Diageo North America
The theme for this year ’ s conference , “ Power of the Past , Forces of the Future ,” focuses on understanding the historical events and trends that have shaped our world and industry , and how those lessons can inform our decisions going forward . In this context , it is also worth recognizing the important role that individuals play in influencing the future .
Ultimately , the power of the past and the forces of the future can shape the way individuals approach their own ability to have an impact on future events . By studying history and understanding past trends that have shaped our world , individuals can gain a greater appreciation for how the past has set the stage for the next act to follow .
What immediately comes to mind is the recent , or upcoming , retirement of three individuals – one supplier , one regulator and one association executive . In each case , these individuals rose to lead our industry forward , helped navigate us through challenging times and shaped the industry in a positive way .
I . SIR IVAN MENEZES Of course , I would be remiss if I didn ’ t initially recognize Sir Ivan Menezes , who will be retiring at the end of this fiscal year . Before taking the reins in July of 2013 as Diageo ’ s Chief Executive Officer , Ivan joined Diageo through the merger of Guinness PLC and Grand Metropolitan PLC in 1997 , and held several senior
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