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Driven by the American Whiskey Boom, International Producers Are Innovating and Growing

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Driven by the American Whiskey Boom, International Producers Are Innovating and Growing JANUARY 2018 ALABAMA Select Spirits PUBLISHED BY Dear Licensees: American Wine & Spirits, LLC PO Box 380832 Birmingham, Al 35283 One year has ended and another is beginning, giving us a reason to take stock of [email protected] all we’ve accomplished. I want to take this opportunity to thank you for a successful 2017. Most businesses would be nothing without the loyalty of customers or CREATIVE DIRECTOR clients. Customer appreciation efforts should be part of any business’s New Year’s Pilar Taylor resolutions, reminding them to find a way to say thank you. A customer is the most important visitor on our premises. CONTRIBUTING WRITER Norma Butterworth-McKittrick With that said, The Board and I would like to say thank you! You are important to ADVERTISING & us and we appreciate you. As valued customers and licensees, your comments, PRODUCTION MANAGER Margriet Linthout suggestions and opinions are essential to our growth and success. As you may For more information about this publica- know by now, the Alabama ABC Board has begun a Depletion Allowance program. tion, advertising rates, production specs, In this program, supplier funded discounts are 100% passed to customers, both recipes and digital copies of recent and cur- rent issues visit americanwineandspirits. retail and licensees. The Depletion Allowance (DA) applies to single bottle and full com or call 205-368-5740 case purchases and, the 14% discount you normally get for full case purchases also applies. This represents a great opportunity for each of you to increase your profits on PHOTOGRAPHY all your inventory, regardless of volume. IStockPhoto, BigStock and DepositPhoto Alabama Select Spirits is published quar- How can we help you? Please take the time to fill out a comment card or email terly under the direction of the Alabama Alcoholic Beverage Control (ABC) Board. me. I read all the comment cards received through my office and, whether they Prices are subject to change at the discretion are requests for certain products or comments on experiences in our stores, the of the ABC without prior notice. All art in Board and I are very interested in making your shopping experience successful and this publication ©2017 American Wine & Spirits. All rights reserved. Reproduction pleasant. I take a personal interest in ensuring that you receive good customer in whole or in part without written permis- service. sion is prohibited. American Wine & Spirits makes every effort to publish a correct price I applaud all our customers, industry representatives and employees for their hard list and editorial content, however certain work. We will continue to find ways to enhance service, increase revenues and information is furnished to American reevaluate the operation for effective ways to better serve the citizens of Alabama. Wine & Spirits by others. American Wine The Board and I realize that you are indispensable to our success, and we hope that & Spirits is not responsible for any mis- representations or errors in information the combination of our services and products are meeting your needs. As always, furnished to us by others within its control. customer service remains a top priority. Please feel free to contact my office any time The materials contained in this publication you have a question or need assistance. may not be copied, duplicated or used in any other way by any other person, firm or organization, in whole or part, without the Sincerely, express written consent of American Wine & Spirits, LLC. H.M. Gipson 1 1 SIPPIN’ SMOOTH RYE FROM THE JACK DANIEL DISTILLERY THE WORLD OF WHISK(E)Y Driven by the American whiskey boom, international producers are innovating and growing. BY JACK ROBERTIELLO set of consumers with new and Even Canadian whisky has started to see Note: This excerpt is printed with permission innovative products, including different a change. Long a powerhouse category from the January/February 2017 issue finishing methods,” says Sona Bajaria, without much cachet, its volume far of StateWays—the Beverage Alcohol Merchandising Magazine for Control States. VP, Marketing, The Glenlivet and High outpaces Scotch and Irish, although much End Irish Whiskey for Pernod Ricard. of that comes from lower-priced brands, Lost beneath the hubbub about the “The growth in the market has sparked which have not participated as much in boom in American whiskey are some recruitment and consumer interest that the premium and superpremium brown exceptional numbers in the United States has allowed new drinkers to explore spirit resurgence. for the rest of the world’s whiskies. diverse and innovative options,” Bajaria For Canadian, one of the main—if not “The widespread boom in the bourbon adds. “However, this does present a THE most significant—growth drivers and rye market has created opportunities unique challenge in that differentiating was the excellent year enjoyed by the for whiskey brands to attract a diverse the offering becomes of most importance.” category’s lead producer, Crown Royal. LYNCHBURG, TENNESSEE DRINK RESPONSIBLY • RESPONSIBILITY.ORG continued on page 4 JACK DANIEL’S is a registered trademark. ©2017 Jack Daniel’s Tennessee Rye Whiskey, 45% Alcohol by Volume (90 Proof). Distilled and Bottled by JACK DANIEL DISTILLERY, Lynchburg, Tennessee. 2 SIPPIN’ SMOOTH RYE FROM THE JACK DANIEL DISTILLERY LYNCHBURG, TENNESSEE DRINK RESPONSIBLY • RESPONSIBILITY.ORG JACK DANIEL’S is a registered trademark. ©2017 Jack Daniel’s Tennessee Rye Whiskey, 45% Alcohol by Volume (90 Proof). Distilled and Bottled by JACK DANIEL DISTILLERY, Lynchburg, Tennessee. continued from page 2 Some of that growth has been due to new and differentiated offerings under the Crown Royal brand: Regal Apple and Northern Harvest Rye, especial- ly. “We have a large footprint as one of the top five brands in the United States, with consumers com- ing from different generations across the country,” says Jim Ruane, Brand Director for Crown Royal at Diageo. “That gives us a massive opportunity to bring education and new product knowl- edge to consumers who already know us.” Crown Royal’s newer variants have been able to build on the surge in fla- vored American whiskeys. Gender and With today’s consumers considered more adventurous and less brand- and category- demographic lines have been blurred conscious, Scotch makers, who were accustomed to being the brown spirit that many as flavor- and rye-inclined young con- drinkers discovered after starting with lighter and less flavorful types, are seeing drinkers sumers, especially women, migrate from come to them sooner. “We’re very bullish about Scotch and the opportunities ahead,” vodka to brown spirits. “We believe con- says Alex Tomlin, Senior Vice President, Marketing, Reserve and Scotch Brands for sumers want quality whiskey products Diageo. The ongoing whisky renaissance means consumers are coming to brown spirits whatever the type, and the notion that earlier. the flavored whiskies are for the inexpe- rienced drinker is incorrect. We’ve found “We’re seeing a greater interest in Scotch by all demographics as consumers look for whiskey drinkers, new or experienced more authentic products and naturally gravitate to brown spirits,” says Andrew Nash, VP with the category, are enjoying both fla- for Whiskies for William Grant and Sons. “We do a lot of work in outreach and training vored and rye whiskies,” says Ruane. because we find younger consumers understand that there’s a flavor in Scotch for everyone when you can educate them and show them the breadth and depth of flavor." As rye has grown in importance with the younger American consumer due “Millennials are drinking spirits earlier than previous generations, but they are very to the cocktail renaissance, the massive interested in flavor,” Phillips adds. “Cocktails will continue to be a way to target new amounts of so-called flavoring rye whis- consumers, both Millennials and others who are new to whiskey. We’ve definitely seen kies are being bottled and presented as that from the bourbon boom—consumers move from cocktails to on the rocks to sipping an alternative to the smooth and mellow neat.” style that Canadian whisky is otherwise Nash neatly sums up the opportunities and challenges facing international whiskey known for. “We’ve found it is the young- makers and retailers these days. “What you’ll find is there’s a tremendous amount of er consumer looking for spicier or bolder choice out there, with people coming in to one type of whiskey and drinking around. spirits who is going right to the rye sec- It’s not as clear cut as finding one expression and moving up. The more we can give tion, and the way to reach these younger consumers broader expressions of taste, price point, and interesting elements, the more consumers is to make sure they can they will come to it. Whiskey drinkers have a huge variety in front of them, and it’s only find it,” says Nathalie Phillips, Marketing getting larger—our job is to make sure we are coming up with expressions that make Director, Beam Suntory World Whiskies. sense to consumers.” continued on page 6 4 continued from page 4 Old-Fashioned Mix and serve in a heavy-bottomed old-fashioned glass. 1½ teaspoons-1 tablespoon superfine sugar 1 orange slice KEEP John Collins 1 maraschino cherry Serve in a chilled collins glass. 2-3 dashes bitters HIGHLIGHTING 2-2½ ounces whiskey 1½-2 ounces fresh lemon juice Lemon twist COCKTAILS TO 1½-2 ounces fresh lime juice INCREASE SALES 2-3 ounces whiskey Muddle the sugar, orange slice, cherry, and bitters in the serving 1 teaspoon confectioner’s sugar or ½ glass. Add fresh ice and the whiskey. Garnish with the lemon Whisk(e)y producers and retail ounce sugar syrup twist. experts agree that “consumers Club soda, chilled Lemon slice Algonquin move from cocktails to on the Lime slice Serve in a chilled old-fashioned glass.
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