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ISSUE 19 June 2014 Inside Hot Trends Lime Shortage Craft Gins Summer Preview Fruit Radlers BrewDog Q&A Spirit Beers & Ciders World Cup Marketing Summer Fruit Cider Australia Cocktail Culture Frozen Drinks Mezcal Growth Regional Bloody Marys ISSUE 19 June 2014 Discover Moonshine innovations Radius WELCOME About Us Over the past six years, Radius has built a strong reputation for intuitive, qualitative trends research focused on the drinks industry. Our report brings you hand-picked content from the last quarter — covering the latest product launches, category trends, innovations and on-premise trends. Welcome to the summer issue of Radius! As temperatures rise, and the gaze of the world has fallen on the first of Brazil’s major sports events, it’s no wonder we’re experiencing a bit of Brazilian fever. First of all, there are the authentic Brazilian flavors; from adaptations of Brazilian drinks (namely the Caipirinha) to world-wide launches of Brazilian spirits. But two Brazilian-centric trends are perhaps the most interesting. See pages 97–100 for our look at how sports sponsorship has gone premium in the wake of this year’s World Cup. Football is clearly no longer just the domain of the lager brands as champagne and wine brands join the fold. Contributors And see pages 90 for a look at how drink culture in Brazil itself is evolving, with the trend for Japanese drinking dens. Claire Dodd Editorial Claire is a London-based freelance journalist. US Editor Claudine BenZenou But, of course, there’s plenty going on outside of the sporting summer. She specializes in food, drink, and travel European Editor Paul Louis Features Editor Claire Dodd We’re seeing the continued premiumisation of mainstream brands (see writing and has written for The Guardian, UK Editorial Assistant Laura Chubb Captain Morgan 1671 Commemorative Blend Spiced Rum on page 26 and The Independent, The LondonPaper, Channel US Editorial Assistant Carla Avruch Beefeater London Garden Gin on page 16 and Bombay Amber on page 17). 4 Food. She is also the former deputy features editor of on-trade bible, the Publican magazine. Art In gins, there’s a rush on to use the most unusual botanical or flavouring Head Designer Anna Ekelund from elderflower to our flavour focus ingredient (see page 87) seaweed. Cover Illustration Jonny Rowe Carla Avruch Picture Researcher Sarah Fennell And then, there’s the great global barrel exchange. It seems no matter the Carla has been immersed in consumer insights category, brand owners are acquiring a wide array of barrels in which to finish and trends for 10 years, advising clients such their products. This issue brings you Scotches aged in bourbon barrels (see as PepsiCo, ESPN, Bacardi, Bath & Body Works, Laphroaig Select on page 28), gin aged in French vermouth barrels (see Starcom MediaVest and Anheuser-Busch InBev. Bombay Amber on page 17) and seasoned French oak barrels (see Citadelle Gin Solera Vintage 2013 on page 16) and tequilas such as Hornitos Black Barrel Tequila (page 39) aged in US oak. Joshua M Bernstein Joshua is a Brooklyn-based freelance writer who We also profile one of the world’s most pioneering beer makers, pens articles about food, drinks and culture BrewDog, with our interview with co-founder James Watt on page 109. for the New York Times, Gourmet.com, Forbes Traveler, New York Daily. As always, we hope you enjoy this issue and welcome any feedback. Radius is published quarterly by Vandal Ltd. Studio 46, Regent Studios, 8 Andrews Road, Cheers everyone! Pameladevi Govinda London E8 4QN Pameladevi Govinda is a specialist beverage The Radius team at Vandal © Vandal Ltd 2014 writer and journalist who works as a wine All rights reserved consultant. Her writing has appeared in www.vandal-online.com publications including Cheers, Beverage For enquiries please call: Dynamics, Beverage Media and Where UK +44 (0) 7799 265 731 New York. USA +1 312 731 4218 A Vandal publication Radius Issue 19 — 3 Radius Radius Contents Contents New Products On-Premise Q&A Vodka 7 Syrups, Cordials & Mixers 72 James Watt, BrewDog 109 Flavored Vodka 12 Pre-Made Pickle Juice 75 Gin 16 Cocktails 76 Craft Gin 20 American Cocktail Culture 78 Scottish Craft Gin 23 Regional Bloody Marys 82 Flavored Rum 24 Seaweed Cocktails 85 Rum 26 Sao Paulo’s Izakayas 88 Scotch 28 Insight American Whiskey 33 109 Moonshine Growth Flavored Whiskey 36 Driven by Innovation 115 Global Whisky 38 BrewDog Q&A Tequila 39 Mezcal Growth 119 Liqueurs 42 Implications of the Summer Beer 44 Marketing US Lime Shortage 121 Watermelon Flavor 45 New Campaigns 91 US Summer Drink Fruit Radlers 46 World Cup Marketing 97 Forecast 2014 123 Grapefruit Radlers 48 Spirit Beer & Cider 50 American Cider 54 Wine Launches 56 Pouches & Packs 62 Frozen Drinks 64 21 24 29 35 RTD Margaritas 67 Packaging RTD Launches 68 Craft Gin Flavored Rum David Beckham’s Aged Moonshine Branded RTS Cocktails 69 Limited Editions 102 Haig Club RTS Cocktails 70 New Packs 107 39 49 57 82 Barrel Aged Tequila Craft Beer Radler Chablis Hipster Edition Regional Bloody Marys 4 — Radius Issue 19 Radius Issue 19 — 5 New Products Vodka VDKA 6100 by Robert De Niro Celebrity created — Independent Australian spirits company, Artisan Spirit Merchants LLC, has teamed up with actor Robert De Niro to create an exceptionally pure, luxury vodka. VDKA 6100 (pronounced Vodka 6100) is described as a remarkably pure and smooth premium vodka with a “global sensibility”. It uses ‘pristine’ natural spring water from New Zealand, whey sourced from grass-fed cows’ milk which is three times distilled in New Zealand and filtered through a bed of carbon. The bottle has been designed by leading New York designer, Joe Doucet, to highlight the purity of the vodka. It has been handcrafted from luxury French glass manufacturer, Saverglass, and is topped off with a silver lid and cork from Italy. Key players behind the brand include Australian casino mogul James Packer and world-renowned actor and businessman Robert De Niro. De Niro has been described as the brand’s co-creator and according to Artisan Spirit Merchants, has been intimately involved in launching the brand. CEO Tim Szonyi said: “Greatness is born of collaboration; we tapped the best craftsmen from around the world to give life to VDKA 6100, the world’s first global vodka. We distill our vodka in New Zealand from whey and the result is a cleaner, purer vodka which is gluten free, sugar free, and lactose free.” Robert De Niro said: “I’m very proud to be associated with the creative team behind the launch of VDKA 6100. It will be personally rewarding to be a part of its growth.” It is initially being released in three states, New York, Connecticut and New Jersey. However there are plans for a global launch. VKDA 6100 will be available in two sizes, 750ml, retailing for $34.99, and a 1-liter bottle for $44.99. www.VDKA6100.com Radius Issue 19 — 7 New Products New Products Vodka Vodka Our/Vodka Craft project — Pernod Ricard has announced the opening of 11 micro distilleries across the US, Europe and Australia as part of plans to develop its Our/ Vodka brand into the largest, locally- produced spirits brand in the world. The concept itself sees Pernod’s Absolut brand partner with urban micro distilleries in cities around the world to create a range of different vodkas which, according to each distiller, communicates each city’s personality. The first micro distillery was launched in Berlin in partnership with a local distiller in March 2013 and the next eleven will be opening from June 2014. Although every product created will be made to the same recipe will have the Our/Vodka brand, each expression will have its own flavor Royal Dragon Elite Vodka and style, having been produced Rye using locally-sourced ingredients. — Launched in the UK in 2013 and bottled in Hong First to launch in June will be Our/ Kong, the Royal Dragon vodka range is made from Detroit in partnership with local the “best organic winter harvest rye, distilled five community organisations that will times in copper pot stills in St Petersburg”. host events at the distillery. This is followed by Our/Seattle, micro Royal Dragon Elite is the brand’s entry level offering, distilleries in US the east and west and the brand also has two other expressions: coast, Holland and the UK for the Imperial, with 23 carat gold flakes; and Limited Our/LA, Our/Amsterdam and Our/ Edition Emperor, which boasts a special “crystal London expressions. Our/Miami, dragon in a golden cage motifed bottle, also 23 Our/New York, Our/Melbourne, Our/ carat gold flakes and an 18 carat solid gold cap Austin, Our/Nashville and Our/New with 35 diamonds”. Orleans are scheduled to launch in 2015. Our/Vodka is presented in a Also available in Hong Kong, China, Japan, Thailand, simple milk bottle with metal crown Australia and the Middle East, and coming in 700ml cap. At 37.5% ABV a 350 ml bottle of bottles, Royal Dragon Imperial has an SRP of £69, Berlin Vodka is sold for EUR €13. Royal Dragon Emporer Limited Edition £4,500 and Royal Dragon Elite £39.99. www.ourvodka.com www.royaldragonvodka.com 8 — Radius Issue 19 Radius Issue 19 — 9 New Products New Products Vodka Vodka Smirnoff White Vodka Travel retail District Made Vodka — Washington vodka Diageo has launched a super-premium version — of its Smirnoff vodka brand into travel retail. Claiming to be only the second distillery in Smirnoff White will be available from July in a Washington DC since prohibition, One Eight one liter format priced at $33 USD.
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