Innholdsfortegnelse for May 1, 2015 i Shanken's Impact Newsletter

THE BOURBON BOOM APPEARS TO be coming at Scotch whisky’s expense. Global Scotch exports fell by 7% to £3.95 billion ($5.85b) in 2014, according to the Scotch Whisky Association (SWA), with the drop-off due in large part to a 9% decline in the U.S. to £748 million ($1.11b). However, consumption figures in the U.S.—Scotch’s largest export market by value—were less discouraging. Scotch depletions in the U.S. were down by just 0.8% last year, according to IMPACT DATABANK, and single malt consumption continues to rise strongly, up 5%.…

VERONA-BASED WINE PRODUCER Pasqua has centered its focus on the U.S. market recently and is seeing strong growth across its portfolio. The company, which produces about 1.5 million cases annually, exports roughly 85% of its production, with the U.S. as its top export market, followed by Canada. When Pasqua set up its own U.S. subsidiary in 2010, the group sold about 50,000 cases in the States. Last year it reached 240,000 cases, and shipments have doubled thus far in 2015, after a particularly strong holiday season. The Pasqua portfolio features its name brand, as well as other labels including the higher-end Famiglia Pasqua and Cecilia Beretta. While Pasqua’s range includes a host of styles—including Amarone, Prosecco, Soave, Moscato, Pinot Grigio, Sangiovese and others— growth has lately been driven by the…

DEUTSCH FAMILY WINE & SPIRITS HAS extended its partnership with Glazer’s with new long-term distribution deals across an eight-state swath of the country. The new agreements, which run for five years each, cover Arkansas, Indiana, Iowa, Louisiana, Missouri, Ohio, Oklahoma and Texas— all states in which Deutsch and Glazer’s are currently linked. “Not only has Glazer’s been our best performing multi-state partner over the last five years, but they have also worked closely with us to build a very special relationship,” said Deutsch Family CEO Peter Deutsch.…

Brand Blueprint AUSTIN, TEXAS-BASED IMPACT “HOT BRAND” DEEP EDDY Vodka has defied the odds in an ultra-competitive U.S. vodka category recently, achieving nearly 130% growth in 2014 to 330,000 cases, according to IMPACT DATABANK. Now available in all 50 states, brand owner Deep Eddy Spirits says it’s eyeing another year of triple-digit volume growth in 2015 as it pursues its goal of hitting 1 million cases by 2017. Deep Eddy tells IMPACT it’s projecting its namesake vodka ($19.99 a 750-ml.) to reach 600,000–700,000 cases by the end of this year, led by its line of traditional flavors. In January, a Lemon flavor joined a Deep Eddy line that already included Straight Vodka, Sweet Tea, Cranberry and the especially buoyant Ruby Red, a grapefruit-flavored offering. “We have about 70% share of…

WE RECENTLY HELD OUR 39TH IMPACT MARKETING Seminar, but in many ways the latest gathering was the first of its kind. While we’ve always invited many of the drinks industry’s most prominent players to address the audience, over the past few years we’ve brought in thought leaders from outside the business, figuring they would provide seminar attendees with a particularly fresh perspective that might allow them to do their jobs even better. This year, though, we took it to a new level, with a roster of speakers more illustrious and varied than ever before. They included key executives from much-admired companies like Google, Costco and HBO; tech pioneers Jerry Yang, the co-founder of Yahoo!, and Dennis Crowley, the cofounder and CEO of Foursquare; and leaders from three of the drinks…

BACARDI LTD. HAS BOLSTERED ITS whisk(e)y business with the purchase of a fast-rising Bourbon brand and a stake in a craft Scotch player. Bacardi Ltd. has acquired Louisvillebased Angel’s Share Brands, including subsidiary Louisville Distilling Co. and its Angel’s Envy Bourbon brand. The deal marks Bacardi’s entry into the high-flying Bourbon category, whose super-premium segment has been expanding at double-digit rates. Under the deal, Angel’s Envy will continue as a standalone operation, with its business structure, employee base, production, distribution, commercial and marketing activities unchanged. Angel’s Envy told Impact a year ago that it was in 32 markets, with full national distribution expected within a year or so. The brand’s sales are currently estimated at under 50,000 cases. Angel’s Envy is led by its Port Finished Bourbon ($46), one of…

SPIRITS CAPITAL PARTNERS (SCP), THE NEW INVESTMENT COMPANY LED BY DRINKS industry veteran Todd Martin, has formed its first partnership. SCP has teamed up with Real McCoy Spirits, a small-batch Barbados rum maker led by filmmaker Bailey Pryor, who won five Emmy awards for his 2012 documentary on Bill McCoy, the famed Prohibition-era smuggler whose rums were acclaimed as “The Real McCoy” because of their high quality. Inspired by McCoy’s story, Pryor contracted with Barbados-based Foursquare Distillery and launched his company. The Real McCoy brand includes a 3-year-old rum ($19.99), a 5-year-old ($28.99) and a 12-year-old ($44.99). Pryor serves as the CEO of Real McCoy Spirits. Real McCoy board members include former Apple CEO John Sculley, Stoli Group USA chairman John Esposito and Tim Gannon, co-founder of Outback and Bonefish…

•Rémy Cointreau USA will come under new leadership at the end of May, with cur-rent CEO Suriya Parksuwan set to step down. Parksuwan has led Rémy’s U.S. business since 2011 and is leaving to pursue other interests. Replacing him as Rémy’s CEO, Americas, is Philippe Farnier, who comes to the group from LVMH’s Parfums Christian Dior, where he has headed up the EMEA travel retail division for the past two years. Rémy’s global CEO Valerie Chapoulaud-Floquet, appointed last June, is also a former LVMH executive. The leadership change comes following a fiscal year through March in which Rémy USA posted high single-digit shipment growth across its portfolio. •William Grant & Sons has augmented the roles of two of its top executives. The company has named Simon Hunt, its chief commercial…

PLEASANTVILLE, NEW YORK-BASED fine wine importer Vintus and Champagne Bollinger have entered into a long-term distribution agreement for the U.S market. Vintus and Champagne Bollinger are already affiliated in the U.S., as the importer currently handles Bollinger-owned Champagne Ayala in the market. “While Vintus is a young company (founded in 2004 by former Kobrand executive Michael Quinttus), we’re convinced that it’s the best partner for the future of Champagne Bollinger in the U.S.,” said Bollinger CEO Jérôme Philipon in a statement. Bollinger, which has been imported by Terlato Wines, is well-known for its long affiliation with the James Bond film series, having been featured in nearly all of the popular 007 movies over the past four decades. The brand currently sells approximately 25,000 cases annually in the U.S.…

AFTER A YEAR IN WHICH IT FORMED ITS OWN U.S. SALES AND MARKETING UNIT, Edrington Group tells IMPACT that progress is continuing apace for its key Scotch whisky brands Macallan and Highland Park, with each showing double-digit growth. Last year, Macallan posted a 15% advance to cross the 200,000-case threshold, earning IMPACT “Hot Brand” honors in the process. Fellow luxury single malt Highland Park is also increasingly making its presence felt, jumping 23% in 2014 to about 20,000 cases. Among the specific marques driving gains for Edrington’s luxury malt duo are two relatively new products, Macallan Rare Cask ($300 a 750-ml.) and Highland Park Dark Origins ($80), both no-age-statement whiskies. Dark Origins—which sees about twice as many first-fill Sherry casks as the flagship Highland Park 12-yearold and has a darker,…

DIAGEO AND SEAN “DIDDY” COMBS are backing their luxury DeLeón Tequila brand with a new Millennialtargeted campaign. Produced under the creative direction of Combs, DeLeón’s “The Next Level” campaign includes a series of six 15-second videos, each focusing on the brand’s bottle and featuring music by Muddy Waters or Naomi Scott. The shorts, which are designed to be sharable and appeal to “media-savvy, fast-paced” Millennials, will run across digital, social and broadcast platforms, with television spots set to air on the AMC, Discovery, History Channel and Esquire networks. Jointly acquired by Diageo and Combs in early 2014, DeLeón’s core range features five variants priced between $150 to $850. Late last year, the brand announced plans to broaden its appeal with the launch of new Platinum, Reposado and Añejo offerings priced…

WITH GAS PRICES LOW AND UNEMPLOYMENT WANING, U.S. on-premise traffic finished 2014 on a high note, a trend that extended into 2015 before one of the harshest winters in recent history rocked the Midwest and East Coast. While the inclement weather thwarted on-premise growth in the first few months of the year, the channel’s foundation appears strong amid a flurry of activity from suppliers, distributors and on-premise operators alike. Whisk(e)y A Game-Changer Bourbon continues to be one of the largest growth drivers in the on-premise, with suppliers like Beam Suntory and Brown-Forman reaping the benefits. “Spirits sales have outpaced both beer and wine over the past five years in the U.S. market,” says Michelle Cater, senior director, activation, Beam Suntory, “and American whiskey in the on-premise has outpaced spirits overall.…

• As part of an ongoing cost-cutting initiative, at press time Bacardi Ltd. was preparing to lay off roughly 10% of its North America staff. Just under 80 positions within the unit’s 600-person workforce were eliminated in mid-April, with the majority of cuts being made within the sales and field marketing sectors. Additionally, Bacardi Ltd. is consolidating the creative, digital and media operations for its core portfolio via a new partnership with BBDO Worldwide and Omnicom Group’s OMD Worldwide. • Chile’s Concha y Toro has entered 10-figure sales territory for the first time, posting a 23% revenue jump to $1.02 billion for 2014, on volume of 33.2 million cases. The world’s fourthlargest wine company by volume, Concha y Toro credited a 17% advance to 4.4 million cases by its Casillero…