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Gipson organization, in whole or part, without the express written consent of American Wine & Spirits, LLC. 1 1 WHISKEYS ARE growing, REGARDLESS OF ORIGIN BY JACK ROBERTIELLO “The single malts category is gaining momentum and shares Note: This excerpt is printed with permission from the January/February since there is a growing consumer interest in ‘craft’ products,” 2018 issue of StateWays—the Beverage Alcohol says Sandhya Padmanabhan, senior brand manager, Merchandising Magazine for Control States. Johnnie Walker for Diageo. “This has caused a shift in experimenta- While all the talk the tion when it comes to past few years has been consumer purchase about the astound- habits, as they are ing rebirth of the curious to seek American whiskey out what’s new category, produc- or seemingly ers of many of the trendy in the world’s best-known spirits space. imported whiskeys Consumers are are similarly count- looking to enjoy ing their lucky stars. more quality, craft In fact, most marketers cocktails featuring special- no longer think of whiskey ty ingredients, and we see Single in terms of discrete national styles Malt Scotch whisky being used as a key but rather as one giant category, with con- ingredient in combination (not substitution) with sumers shifting back and forth on a journey of discovery of the bourbon and Irish whiskey.” various qualities of the spirits (from wherever they are made). Both the growth in bourbon and rye and the fascination with “We see that consumers aren’t following a traditional whiskey small distiller wares are fueling new interest in whiskeys. “All journey anymore, but instead they are experimenting among all the whiskeys—Scotch, Irish, American. They’re not category- loyal at all,” says Sona Bajaria, vice president, Glenlivet and high- end Irish Whiskey at Pernod Ricard USA. That mode of experimentation has opened the doors for distill- ers all over the world to find new ways to innovate and enhance core brands, with limited-time offerings as well as new line extensions that appeal to newcomers to the category and create broader brand understanding and interest. 2 continued from page 3 whiskey cat- egories are seeing growth correlated with the popularity of American whiskey, as well as the boom of craft whiskey,” says Heather Howell, brand director, Emerging Brands for Brown- Forman. “Consumer palates are continually changing, which has led to exploration across all categories. The consumer profile for Irish whiskey and single malt Scotch is evolving, with an increase in female drinkers and younger drinkers.” Recruiting new consumers to whiskey had been hard during the explosive flavored vodka years at the turn of the century, but now the action is found in whiskeys, and more innovation can be expected, especially as American consumers turn to premium spirits. “We’re witnessing an ever-growing popularity for Scotch among younger drinkers both because our blends are more approachable and due to the rise of Scotch cocktails as continued on page 4 3 continued from page 3 a trend,” says Gabriel Cardarella, Dewar’s North American Brand Ambassador. Innovation, non-age statements, and even cocktails—ask a single malt Scotch marketer what’s driving growth there, and that’s pretty much what you’ll hear. “The trends across single malt Scotch, like with Irish whiskey, are very positive right now,” says Andy Nash, vice president marketing for William Grant & Sons. The cocktail renaissance has helped banish some stuffy beliefs about how best to drink malts, he adds, which has been helpful. “The way whiskey drinks are coming back, like the Manhattan and Old Fashioned, encourages experimentation among consumers. Getting increased attention for both flavored iterations as well as high rye expressions, Canadian whisky producers are finding new consumers at many levels of experience and inter- est. Helping to drive that is innovation. “We’re finding that consumers are more interested than ever in discovering new and unique taste profiles across all whiskey categories,” says Lucas Erickson, senior director at Beam Suntory. In addition to the phenomenal growth in Irish distill- eries coming on line—current projections indicate more than 30 distilleries are or will be open soon, up from a handful less than ten years ago—what’s helped to drive growth in the United States is the new world of cask finishes. The proliferation of brands promises to raise all boats as consumers get a broader brand selection to consider, with various tweaks and attributes. “Irish whiskey in the United States has historically been dominated by a few large brands, so there’s a lot of room for consumers to learn about the category and the nuances across the various types as they become more estab- lished here,” says Erickson. “It’s great to see consumers breaking out of one type of category and experi- menting,” Bajaria says. “For a marketer it’s exciting because there is only so much we can impact, and it’s all about how consumers relate to your brand. These are brands consumers love, and they can’t wait for the next one to come out.” continued on page 6 4 continued from page 4 CELEBRATE SAINT Irish Spring Combine the whiskey, crème de menthe, and Chartreuse in a shaker half-filled with fresh ice. Serve in a chilled collins glass. PATRICK’S DAY WITH Shake vigorously, and strain the mixed drink into 1-1½ ounces Irish whiskey the prepared serving glass. IRISH WHISKEY 1-1½ ounces freshly squeezed orange juice Take advantage of Saint Patrick’s Day ½-¾ ounce peach-flavored brandy or schnapps Irish Shillelagh 1-1½ ounces sweet and sour mix Serve in a chilled collins glass. celebrations to highlight Irish whiskey. 1 peach slice Prominently display and promote the 1 orange slice 1½-2 ounces Irish whiskey 1 cherry 3-4 teaspoons sloe gin newest releases and special bottlings as 2-3 teaspoons white rum Place clean, fresh ice in the prepared serving 1½ ounces fresh lemon juice well as longtime favorite brands. Suggest glass. Add the whiskey, orange juice, brandy or 1 teaspoon confectioner’s sugar your customers try sipping each one to schnapps, and sweet and sour mix; stir gently. 2 peach slices Garnish with the peach and orange slices and the fully experience and gain an appreciation 2 raspberries cherry. for the wide range of available aromas and 1 strawberry 1 maraschino cherry tastes.