Beverage Dynamics

Beverage Dynamics - March/April 2017

Beverage Dynamics is the largest national business magazine devoted exclusively to the needs of off-premise beverage alcohol retailers, from single liquor stores to big box chains, through coverage of the latest trends in wine, beer and spirits.

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Page 59 of 87 WELCOME TO THE HALL OF FAME This year, six spirit brands won their 15th Growth Brands Award, making them eligible for induction into the Growth Brands Hall of Fame. The winners include: Hennessy Patron Remy Martin Bombay Sapphire Svedka Sauza Each Hall of Famer will receive a profi le in the June issue of Beverage Dynamics and be honored at the Growth Brands reception during the WSWA Convention. This year's six inductees join a select group of brands that have entered the Growth Brands Hall of Fame since it was created in 2015: SPIRITS Burnett's Vodka Captain Morgan Crown Royal Johnnie Walker Ketel One Maker's Mark SKY Y Vodka WINES Chateau Ste. Michelle J. Lohr Estates BEERS Blue Moon Corona Extra Corona Light Dos Equis Modelo Especial Pabst Blue Ribbon Pacifi co Shiner Bock Stella Artois Yuengling Keep an eye out for the full write up of the Hall of Famers in the next issue. POSITIVE PARTNERSHIPS A number of wine brands in 2016 partnered with outside organizations and char- ities for win-win relationships. Segura Viudas continued its sponsorship of the United States Bartenders Guild, working with the group on national and local on-premise programming. Every little bit helps with brands. The Freixenet-owned Segura Viudas won a Comeback Awards in 2016 for its 8% growth to 270,000 cases, helping revitalize the brand after declines and fl at sales from 2012-2014. 14 Hands continued its partnership with the Kentucky Derby. This included the limited-release Kentucky Derby Red Blend — plus plenty of promotions. The relationship "continues to be a great asset," Kloster says, "providing content for social media, as well as fantastic retail displays leading up to the race." BD Q&A: VERDI ROSA AND STRAWBERRY SPARKLETINI Tapping into the sparkling trend, Both Verdi Rosa and Strawberry Sparkletini won Rising Star Growth Brand Awards in 2017. Verdi Rosa grew 25% to hit 20,000 cases, while Strawberry Sparkletini increased a whopping 317% in achieving 75,000 cases. We spoke with Michael Arons, director of marketing and brand development for Carriage House Imports, Ltd., about the recent success of these brands. Beverage Dynamics: What industry trends are most impacting sales of the brand right now? Michael Arons: The sparkling category continues to grow; however, the popularity of value-priced proseccos and moscatos threatens our marketshare. Fortunately, we are able to fi nd a unique way to capture the value-price sparkling market segment with our unique fl avor extensions. BD: What off-premise marketing programs and activations in 2016 led to your brand's success? MA: In addition to enhanced off-premise display merchandising initiatives, our off-premise couponing efforts have evolved from typical paper coupons to digital couponing efforts, which allow us target Millennials with our new fl avor offerings. Thanks to ibotta and BevRage, we now have creative ways to incentivize customers to try Strawberry Sparkletini and Verdi Rosa. BD: What marketing programs and activations do you have planned for? MA: Our consumer advertising campaigns will continue to focus on Strawberry Sparkletini and Verdi Rosa during the summer months. We plan on utilizing consumer advertising vehicles such as social-media targeting, digital outdoor displays, digital couponing and attractive in-store merchandising displays. Key seasonal sampling programs are extremely important initiatives that we will continue to pursue with our biggest chain partners. WINNING CRITERIA RISING STARS: Must be less than fi ve years old and have exhibited growth in each year of the brand's lifetime, reaching at least 20,000 9-liter cases in 2016. FAST TRACK: Must have exceeded 100,000 9-liter cases in 2016, with double-digit growth in each of the past four years. The brand must also be at least fi ve years old. ESTABLISHED GROWTH BRANDS: Must be a top seller, moving a minimum of 400,000 9-liter cases annually. It must also have grown in each of the past four years. COMEBACK BRANDS: Previous award winners that, following a recent decline, have rebounded in sales to at least the previous award-winning level. 2017 GROWTH BRANDS WINE 2017 GROWTH BRANDS WINE

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