StateWays is the only magazine exclusively covering the control state system within the beverage alcohol industry, with annual updates from liquor control commissions and alcohol control boards and yearly fiscal reporting from control jurisdictions
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StateWays | www.stateways.com | May/June 2017 45 CONECUH RIDGE DISTILLERY, LLC GARDEN CITY, NY 42.5%, 46%, 55% & 58.5% ALC./VOL. Andy Deloney Chairman MLCC on his appointment as the incoming NABCA Chair Conecuh Ridge Distillers Congratulates 42.5%, 46%, 55% & 58.5% ALC./VOL. Chairman MLCC on his appointment 42.5%, 46%, 55% & 58.5% ALC./VOL. Chairman MLCC on his appointment munity – just makes good business sense. The alcohol beverage industry maintains the opportunity to reach consumers with an almost boundless number of unique lifestyles, preferred tastes and occasions. Walk into any bar or through a control state liquor store: there's an abundance of choice. But, do the prod- ucts on the shelf refl ect your market? Is the product selection relevant to this increasingly diverse consumer base? Our role as a supplier is to ensure that we are using the data at hand to adjust to this changing consumer landscape, and using this data to create marketing that speaks to a broad consumer base in an inclusive way. So how does this look in practice? In October, Buchanan's Scotch Whisky – which markets to Latinos in the U.S. – broad- cast an ad entirely in Spanish during Game 7 of the World Se- ries. The purpose was to be disruptive but, more importantly, to recognize that demographics' role in mainstream culture. As "America's favorite pastime," baseball has a big following among U.S. Hispanics. If fact, nearly 30% of MLB players are Latino. The "Es Nuestro Momento" ad made a case that the language need not be confi ned to Telemundo or Univision. CELEBRATE ON COMMON GROUND The U.S. is made up of 3.79 million square miles and 325 million people. Those numbers underscore the inherent need for con- sumer goods companies, distributors and retailers to meet the demands of an increasingly diverse customer base. This is why, at Diageo, we have signifi cantly increased our A&P spending against multicultural consumers over the past three years. This action is a direct effort to reach these consumers and appeal to a broader audience. In summation, while diverse repre- sentation in boardrooms remains a goal (and female representation on Diageo's board is something we are proud to be known for), it's only part of the story. It is individuals working in an inclusive environment that breeds innovation and stronger business results. Through diversity of thought we are inclusive, re- main authentic and set up for success. It's also the right thing to do. So, are you prepared to adapt to our changing world? This week at the NABCA Conference and follow- ing, I challenge you to look inward and question how you are addressing your market's needs. Diageo's North American President, Deirdre Mahlan, will be joined by Arne Sorensen, President/CEO of Marriott International, for a session "Diver- sity: Adapting to a Changing Workforce" that addresses this topic in practice. I'm looking forward to working with control markets to advance diversity and inclusion as we continue to compete in today's increasingly global marketplace. STEVE FELLER, VICE PRESIDENT OF NORTH AMERICAN SALES, HEAVEN HILL BRANDS The pace of change in the distilled spirits industry continues to accelerate. New products, new consumers and new paths to "...while diverse representation in boardrooms remains a goal (and female representation on Diageo's board is something we are proud to be known for), it's only part of the story." —Scott Schrader, Diageo North America