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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www.beveragedynamics.com March/April 2017• Beverage Dynamics 37 2017 GROWTH BRANDS SPIRITS 2017 GROWTH BRANDS SPIRITS SPIRIT FAST TRACK BRANDS (000 9-liter cases) '15/'16 Brand Supplier 2013 2014 2015 2016p % Change Tito's Handmade Vodka Fifth Generation 1,200 2,200 2,765 3,800 37.4% Deep Eddy Heaven Hill Brands 190 455 705 1,000 41.8% Bulleit Diageo 450 736 883 975 10.4% Familia Camarena E & J Gallo Winery 571 725 800 880 10.0% Woodford Reserve Brown-Forman Corp. 221 276 341 401 17.6% Don Julio Diageo 270 323 356 399 12.1% Hendrick's William Grant & Sons 209 246 288 325 12.8% Tullamore Dew William Grant & Sons 115 142 178 207 16.3% Espolon Tequila Campari America 100 112 145 200 37.9% Herradura Brown-Forman Corp. 113 127 140 158 12.9% LiDestri Spirits LiDestri Spirits 2 36 78 128 64.1% Rebel Yell Luxco 43 54 65 102 56.9% Source: The Beverage Information & Insights Group (p) Preliminary. SPIRITS SUPPLIER OF THE YEAR: HEAVEN HILL BRANDS (000 9-liter cases) '15-16 Brand 2016p % Change Burnett's Vodka 2,902 1.5% Evan Williams 2,294 7.0% Deep Eddy 1,000 41.8% Admiral Nelson 851 0.8% Lunazul Tequila 135 22.7% Blackheart Premium Spiced 92 5.7% Elijah Craig Small Batch 85 21.4% Larceny 60 50.0% Christian Brothers Flavors 60 30.4% IN GOOD SPIRITS Recognizing the fastest-growing spirits in the industry By Jeremy Nedelka The spirits industry continued two decades of consistent growth in 2016, gaining 1.9% according to the Beverage In- formation & Insights Group. Increased sales of whiskey and tequila are more than enough to offset slowed growth in vodka and declines in gin and rum sales. This year's list of Growth Brands spirits winners includes 55 brands across four categories: Rising Stars, Fast Track Brands, Established Growth Brands and Comeback Brands. Topping the list are whiskeys (16) and tequilas (14), which outpace all other categories for most winners. The highest-selling spirits on our list are Jim Beam, Svedka, Tito's Handmade Vodka and Hennessy, which each sold more than 3 million cases in 2016. And among suppliers, Heaven Hill took home the most Growth Brands with 9, earning it our 2017 Growth Brands Supplier of the Year – Spirits. How did these 55 winning brands achieve sustained growth? The answers are varied, but include activation pro- grams, expanded distribution, line extensions and just hitting the right consumer trends at the right time. ESTABLISHED WHISKEYS The American whiskey category was the fastest-growing among spirits in 2016, rising 5.6% according to preliminary fi gures. Consumers are still embracing brown spirits, drawn to new expressions, styles and brands. "The bourbon boom is real," says Jim Beam senior brand manager Susan Gibbons. "As Millennials continue to search for new and unique tastes, dark spirits as a whole will continue to grow. Their tastes are becom- ing more sophisticated, and brands are learning to adapt to that with products that stand out from the pack." Established Growth Brand Jim Beam rose 5.6% to more than 4.5 million cases sold in 2016, due in part to its sam- pling programs on- and off-premise. "Shoppers were invited to pull up a stool to the Jim Beam Bourbon bar, where samplers would en- gage consumers to learn about the occasion they were shopping for and make a recommendation to