Rhode Island - The Beverage Journal

Transcription

Rhode Island’s only trade magazine and comprehensive online resource
for the local licensed beer, wine and spirits industry.
Market’s Largest Product Source
Brand & Price Index
Local News, Photos & Columns
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MAY2015
FEATURES
10
Legislative News
An update on alcohol beverage industry bills in the
State House and Senate.
24
Bourbon Boom
Selling the spirit has never been timelier, says this month’s
guest columnist.
36
26
Delivery 2.0
Using a smartphone to order food is one thing. Can it work
for alcohol?
36
Do You Speak ‘Botanical’?
London Dry, New Western and Beyond, botanicals give
gins their complex identities.
42
The New Whiskey Paradox
Amid high demand and short supply, how do distillers
manage to keep new whiskies flowing?
48
Bianchi’s Turn
Beyond the “big two,” Italian white wines are primed
to charm Americans.
42
52
Speakeasy: Fresh Focus
A conversation with Tim Hassett, President, Beam Suntory
North America.
48
52
May 2015 RHODE ISLAND BEVERAGE JOURNAL 3
MAY2015
54
Washington Wine Grows Up
Quietly, yet unmistakably, Washington has become a force to be
reckoned with.
58
54
All in the Family
The Palm Bay International craft spirits portfolio emphasizes
family and quality.
60
Brand Profile
Wild Turkey tastes the sweet success of its American
Honey brand.
62
The Pursuit of Hoppiness
Understanding hops is key to selling beer today.
66
Bar Talk
Gin is in at Chicago’s Betty in Fulton Market.
58
66
62
On Premise Advice
Retail Review
Wine Buzz
The Find
30 New Products & Promotions
32 Serving Up/Talkin’ Tech
34 Beer Column
DEPARTMENTS
5
6
12
14
Market Point
News Front
Association News
Around Town
LIQUOR BRAND INDEX
WINE BRAND INDEX
22
25
28
29
BEER BRAND INDEX
SHOPPING NETWORK
Page 1a
THE INDEX
The largest compilation of beverage alcohol price and brand information.
4 RHODE ISLAND BEVERAGE JOURNAL May 2015
HOW B
E E R, W
INE
AN D S
PI R
G ET TO ITS
MAR KE TH E
TPLAC
E
See www.thebeveragejournal.com for online product access
RHODE ISLAND
BEVERAGE JOURNAL
Volume 79, May 2015, No. 5
(ISSN 0035-4652)
PUBLISHER
Gerald P. Slone
[email protected]
The month of May warms up on trends to watch: especially
in gin, whiskey and wine. Thaw out sales with increased
industry insight.
EDITOR & ASSOCIATE PUBLISHER
Dana Slone
[email protected]
°
Our May cover story is gin, which may well be the most retro and progressive
spirit on the market today. We focus on the botanical character of gin and each
brand’s unique expression.
DIRECTOR OF WHOLESALE SERVICES
Laurie Buick
[email protected]
°
We look at the way suppliers have managed to continue creating new whiskey
brand extensions, batches and special bottlings in response to the sales boom.
SUBSCRIPTION/RETAIL SERVICES
Brian Slone
[email protected]
°
Similarly, a local guest columnist shares her insight into capitalizing on
burgeoning bourbon.
°
In wine, topics include under-the-radar Italian white wines and a deeper look at
Washington State.
°
On Premise Advice reviews Grower Champagne or “RM” - récoltant manipulant.
It’s becoming a very timely and popular sparkling wine choice.
°
The demographics of the U.S. beer drinking public are dynamic, as are
movements by brewers to grow and profit. The Beer Column explores.
°
We look at legislative updates that impact the industry, while RIHA takes
on tips.
°
Plus, this month’s Around Town, Serving Up and Retail Review demonstrate
how the local industry is rockin’ with activity. Share your news and share
the spotlight.
DESIGN
Evan Fraser
[email protected]
WRITERS
Lauren Daley
Bob Sample
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203.288.3375
Published Monthly By: The Rhode Island Beverage
Journal; 2508 Whitney Avenue, P.O. Box 185159; Hamden,
CT 06518 is devoted to all liquor, wine and beer licensees.
Nothing may be reproduced or uploaded without written
permission from the publisher. This includes articles,
pictures, pdf files, online or electronic versions. Not
responsible for unsolicited material or advertising claims.
The opinions expressed here are that of the individual
authors and not necessarily the views of The Rhode
Island Beverage Journal. We reserve the right to reject
any material that is flawed due to content or design.
All advertisements and price list advertising are subject to
the approval of The Beverage Journal which reserves the
right to edit, reject or properly classify.
Periodicals postage paid at New Haven, CT.
Postmaster: Send address changes to:
RI Beverage Journal, P.O. Box 185159, Hamden CT 06518
DO NOT FORWARD.
National Coverage, Local Advantage
The Beverage Network Publications are served by:
Beverage Media Group, Inc.
116 John Street, 23rd floor, New York, NY 10038
tel 212.571.3232 fax 212.571.4443
www.bevnetwork.com
O N T HE
C OVE R
Gin Sour cocktail photograph
by Sophie Carr
ImageBrief.com
N EWSF R ONT
B ROW N - FO R M A N N A M E S C A M P B E LL B ROW N
P R E S I D E NT O F O LD FO R E S TE R
Brown-Forman
announced
that Campbell Brown has been
promoted to the new position of
President, Old Forester, effective
May 1, 2015. Brown, who is a
fifth generation descendent of
company founder George Garvin Brown, will be responsible for
the worldwide growth of the Old Forester trademark. He will be
charged with leveraging the current momentum of Old Forester,
which has experienced a recent growth in sales for the first time
in decades, to develop it into a national and international iconic
American bourbon brand. Brown will also guide the development
of the Old Forester Distillery on Louisville’s historic West Main
Street. Brown will report to Lawson Whiting, Chief Brands and
Strategy Officer.
D I AG E O R E C O G N I Z E D BY N ATI O N A L
A S SO C I ATI O N FO R F E M A LE E X E C UTI V E S
The National Association for
Female Executives (NAFE) has
named Diageo as one of their 2015
“Top Companies for Executive Women.” As one of the country’s
largest associations for women professionals and business owners,
NAFE releases the list annually to honor American corporations
that identify, promote and nurture successful women. This is the
fourth time NAFE has selected Diageo for the Top 50 list. “At
Diageo, we are enriched by the unique ideas and perspectives that
every one of our employees brings to work each day,” said Tara Hunt,
General Counsel and Senior Vice President Human Resources,
Diageo North America. Diageo offers a variety of flexible working
arrangements including job share, flextime, compressed hours and
opportunities to work from home.
S I R PATR I C K S TE WA R T S TA R S I N N E W
S TRO N G BOW C I D E R C A M PA I G N
Global brand Strongbow Ciders
launched its latest television
commercial campaign starring
legendary actor Sir Patrick Stewart.
The national campaign highlights
why Strongbow over ice is the
“bestest” cider experience possible,
so much that even a respected celebrity the caliber of Sir Patrick
Stewart isn’t necessary. The tongue-in-cheek take on celebrity
marketing will be supported through a mix of traditional and paid
media, digital media, public relations and experiential marketing.
“As a cider fan, the idea of working with Strongbow was very
appealing, and the tone of their creative idea paired perfectly with
my own,” said Stewart. “We had a great time filming the spots.” In
addition to the new TV campaign, Strongbow has unveiled two
new flavors, Strongbow Red Berries and Strongbow Ginger, as
part of a brand new variety pack launch.
D I C K E L’ S FO R M E R M A S TE R D I S TI LLE R J O I N S
P O P C O R N S UT TO N D I S TI LLI N G
Popcorn
Sutton
Distilling
announced in March that John R.
Lunn has assumed the position of
Master Distiller with the company.
The move comes as the company
continues to expand its regional
presence and distribution nationwide. Lunn most recently
served as Director of the Southern Hub and Master Distiller
with multinational alcoholic beverage company, Diageo. In this
role, Lunn was responsible for distillation, maturation, bottling
and visitor center operations at the George Dickel Distillery in
Tullahoma, Tenn., and the modernization of the historic StitzelWeller Distillery in Louisville, Ky. “Americans love authentic
craft brands, white spirits and bourbon, which I think makes
Popcorn Sutton perfectly positioned for growth. I can’t think
of a better person to lead us into the future than John,” said
Megan Kvamme, CEO of Popcorn Sutton Distilling.
ROYAL WINE CORP. ADDS INDUSTRY VETER AN
TO TE AM
Royal Wine Corporation (RWC), the
world’s largest kosher wine producer
and importer, announced that Charles
Lynch has joined its wine and spirits
team in the newly-created position of
Vice President of Business Development
– Spirits & Liqueurs. Lynch will be
responsible for sourcing new brands and continuing to build
on the growth that Royal Wine Corp. has seen in the spirits
category. Lynch has more than 35 years of experience with
other wine and spirits industry leaders, such as Brown-Forman,
CEDC and Charmer. Over the course of his career, he has
focused on developing new brands, sales and working directly
with distributors to ensure the successful launch of products.
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11 Perry Drive, Unit C Foxboro, MA 02035 Office: 781-784-7369 Warehouse: 508-543-9035
[email protected] www.lematecocktailmix.com
OF NEW ENGLAND, INC.
N EWSF R ONT
SO N O M A - C UTR E R TA K E S “ M OS T- P O PU L A R ”
C H A R D O N N AY W I N
Sonoma-Cutrer, distinguished for producing worldclass, award-winning Chardonnay, has been voted
the “Most Popular Chardonnay” in America.
Restaurants weighed in on top-selling wines in Wine
& Spirits Magazine’s 26th Annual Restaurant Poll,
where Sonoma-Cutrer was named number one in
the category. For 23 out of the last 26 years, SonomaCutrer Russian River Ranches Chardonnay has been named
the top-selling, chardonnay in the poll. Additionally, in the
Restaurant Top 50 category, guests at America’s top restaurants
named Sonoma-Cutrer the “number three top-selling brand in
the entire wine industry.” With a focus on the production of
outstanding Chardonnay and Pinot Noir, Sonoma-Cutrer has
been crafting wines since 1981 in the esteemed Russian River
Valley growing region of Sonoma County, California.
W I N E S F RO M S PA I N TA RG E T S U . S . M A R K E T
W ITH N E W C A M PA I G N
Wines from Spain, the trade
association responsible for the
promotion of Spanish wines
around the world, launched a
new integrated public relations and marketing campaign in
the United States. The campaign will focus on educating
and promoting the diversity of Spanish wines to trade, press
and consumer audiences through media and trade relations,
event marketing and dynamic digital media content. “This
promotion comes at a time of real appreciation for Spanish
food, as well growing interest in indigenous Spanish varietals,
and experimentation with new styles,” said Angel Martín
Acebes, Senior Trade Commissioner of Spain. Sales of
Spanish wine in the U.S. have grown steadily over the past
five years, and last year, the value of Spanish wine imports
grew by 3 percent.
BREWERS ASSOCIATION NAMES DULYE
EXECUTIVE CHEF
Adam Dulye has been named Executive
Chef of the Brewers Association (BA)
and CraftBeer.com. Dulye will use his
culinary background to promote the
value and compatibility of craft beer and
cuisine. He will also continue to provide
the “culinary vision” for BA events including SAVOR : An
American Craft Beer & Food Experience, the Farm to Table
Pavilion at the Great American Beer Festival®, the World Beer
Cup® dinners and write for his craft beer chef-centric blog on
CraftBeer.com, “Craft Beer with Chef Adam.” He has been
working with the BA for seven years. “He knows how to push
the palate and he is a valuable ambassador as we continue to
provide resources on beer pairing,” said Julia Herz, publisher
of CraftBeer.com and craft beer program director at the
Brewers Association.
SM
B E R I N G E R V I N E YA R DS N A M E S N E W C H I E F
WINEMAKER
Beringer Vineyards named Mark Beringer
as Chief Winemaker beginning April 20,
2015. A direct descendant of founding
brother, Jacob Beringer, Mark brings a
“familial passion” as well as decades of
winemaking experience to Beringer. “It's
an honor to step in and continue the legacy of winemaking
that Beringer has long been known for. I am incredibly
excited to craft wines that reflect the best of Napa Valley,
the very same sentiment that led my great-great-grandfather
to establish Beringer in 1876,” said Beringer. Most recently
at Artesa, with additional experience at Duckhorn, Beringer
has years of working across a variety of Napa Valley vineyards
and appellations. Prior Chief Winemaker Laurie Hook has
transitioned to Winemaker Emeritus. Hook has been with
Beringer Vineyards since 1986.
D I S TI LLE D S P I R IT S C O U N C I L C E O TO S TE P
D OW N E N D O F Y E A R
After nearly 16 years of service to the
Distilled Spirits Council of the United
States (DISCUS) and to the spirits industry,
Dr. Peter H. Cressy announced to the
DISCUS Board of Directors at its annual
meeting last week his desire to step down
as CEO at the end of 2015. "It has been a great privilege to be
CEO of the Distilled Spirits Council and to have worked with
such outstanding member companies whose commitment to
both social responsibility and market modernization has been
remarkable,” Cressy said. A search committee headed up by
DISCUS Vice Chairman and Moët Hennessy USA CEO Jim
Clerkin, and including Cressy, will begin a national search in
the near future.
N
AT ION A
LA
L
A PRIL 1 2 01
5
UNCH
Internal Sales data (2010–2014)
Mintel’s Global New Product Database
†
Kelton Research, 2014
*
**
PROVEN PERFORMER
HOT FLAVOR TREND
Canada’s #1 RTD brand translates into
a 20MM case opportunity in U.S. *
Tropical ﬂavors skyrocketed in the last 2 years
(600+ non-alcoholic launches). Palm Breeze will
lead this trend in the FMB segment in 2014**
High-potenTial targeT
11MM Millennial women consuming
over 13MM cases of FMB yearly †
L EG I S L AT I VE NEWS
Updates on Bills
Concerning Alcohol
HOUSE AND SENATE REVIEW
AND CONSIDER
BY LAUREN DALEY
There are a number of bills currently being
considered by the Rhode Island General
Assembly’s 2015 legislative session that
could affect the state’s alcohol industry.
As of press time, the only bill that had
passed is House Bill 5253, which amends
the General Laws to remove the prohibition
of the town of Barrington from issuing
Class A licenses. In other movements, the
Senate Judiciary Committee passed Senate
Bill 0175 as amended and referred it to
the House Judiciary Committee. This act
would make the possession of powdered
alcohol a crime punishable by a fine and/
or imprisonment. House Bill 5250 was
postponed at request of the sponsors.
It would prohibit eligible recipients of
direct cash assistance from using direct
cash assistance funds for the purchase
of alcoholic beverages, lottery tickets, or
tobacco products.
a farmers’ market, similar to that permitted
in Massachusetts.
powdered alcohol a crime punishable by a
fine and/or imprisonment.
HOUSE BILL 5523
SENATE BILL 0255
Would provide that a distillery producing
50,000 gallons or more of product would
pay a licensing fee of $3,000. A distillery
producing less than 50,000 gallons per
year would pay a licensing fee of $500 per
year. It would also grant a tax exemption
on the first 50,000 gallons of distilled
spirits produced and distributed in this
state to any distillery that has been owned
and operated in this state for at least 12
consecutive months.
Would make the possession of an alcohol
without liquid device a crime punishable
by a fine and/or imprisonment.
HOUSE BILL 5178
The
following
bills
have
been
recommended held for further study by
various committees:
Would permit class A liquor retail license
holders to elect on four occasions annually
to serve unlimited samples of wine
products available for purchase from the
licensee’s outlet.
SENATE BILL 0356
HOUSE BILL 5081
Would prohibit individuals from completing
alcohol-server training requirements from
online or internet sources.
Would create a Wine Direct Shipper
License for licensed producers in any state
to directly ship a limited amount of wine
to residents age 21 or older for personal
consumption with oversight by the
department of business regulation and/or
the division of taxation with any violations
punishable as a misdemeanor with a fine
of up to $1,500 and/or imprisonment for a
period of up to one year.
HOUSE BILL 5428
Would permit the sale of farmer-winery
products at farmers’ markets statewide.
SENATE BILL 0354
Would amend the current law so that a
farmer-winery or a farmer-brewery may,
under certain conditions, be licensed to sell
wine/beer for off-premises consumption at
HOUSE BILL 5189
SENATE BILL 0047
Would prohibit the use of direct cash
assistance funds held on Electronic Benefit
Transfer cards for the purchase of alcoholic
beverages, lottery tickets, tobacco products
and certain other products and services.
The act would further provide for penalties
for violations of the act and would take
effect upon passage.
HOUSE BILL 5018
Would prohibit a recipient of direct cash
assistance on electronic benefit cards from
utilizing that benefit card at liquor stores,
casino gaming facilities and various other
adult entertainment establishments, and
would establish penalties for violations
by recipients. This act would also prohibit
store owners from accepting the benefit
card for the purchase of prohibited items
and provides for penalties for violations,
and would create a new criminal offense
deeming such offenses as “fraud against
the department of human services.”
A full list of bills and amended or current
text can be found at
www.rilin.state.ri.us/Pages/Default.aspx. ■
Would make the possession or sale of
New to R hode IslaNd
atlaNtIc ImpoRtINg Is pRoudly bRINgINg New cRaft beeR, fINe wINe,
aNd cRaft spIRIt bRaNds to the Rhode IslaNd maRketplace.
REDEMPTION
Straight American Bourbon
Please see pages 33 & 34 in the Beverage Journal
for our full product catalog
@AtlAnticRi
Atlantic Importing Company
15 Centre of New England Boulevard Coventry, RI 02816
Office: (401) 702-4115
www.atlanticimporting.com/RI
ASSO C I AT I ONN EWS
WE’VE REACHED THE TIPPING POINT
BY DALE J. VENTURINI
The legislative season is in full swing and we are currently
facing numerous wage bills that threaten the livelihood of the
restaurant industry.
At the forefront is H-5364/S-291. This bill seeks to completely
eliminate the tipped wage. While this is of incredible concern to
our industry, the force behind the tipped wage movement is of
even greater concern. We are under attack by paid activists with
no experience in the restaurant sector, and they are deliberately
misrepresenting the facts related to our industry. This is part of a
strong, coordinated, calculated and persistent campaign against
our industry from out-of-state entities. If their agenda is passed, it
will dramatically change the way we do business in Rhode Island.
The current tip-credit law allows employers to credit a portion
of an employee’s received tips toward the state’s minimum
wage rate. Rhode Island state law permits employers to pay a
tipped employee a minimum cash wage of at least $2.89 per
hour and take a tip credit of $6.11 per hour, for a total of $9.00
per hour - which is Rhode Island’s minimum wage. However,
if an employee’s tips fall below the tip credit of $6.11 per hour,
the employer is responsible for making up the difference and
ensuring that the employee is paid at least minimum wage,
regardless of tips. So, in no instance will an employee ever make
less than minimum wage.
In fact, according to the National Restaurant Association (NRA),
tip-earning employees can be among the industry’s higherearning employees, earning a median of $12 to $17 an hour in
tips, according to recent NRA research. Employees and employers
pay taxes on those tipped wages.
How will eliminating the tipped wage affect the restaurant
industry? Well, it would more than triple current labor costs,
and with already-slim margins, restaurant owners will be
forced to make tough decisions. Recently, the Employment
Policies Institute (EPI) in Washington, D.C., released analysis
conducted by economists at Miami University and Trinity
University concluding that eliminating the tipped wage could
cost Rhode Island up to 3,400 jobs. The analysis also found that
tipped employees already earn 35 percent more than the state’s
minimum wage.
The bottom line is that H-5364 jeopardizes jobs. It does not
protect employees.
Also on the horizon is H-5074/S-194. This bill seeks to raise the
minimum wage to $10.10 in 2016, not even three months after
the minimum wage was raised to $9.00/hour. This is part of a
national strategy to raise the minimum wage to $15.00/hour.
Variations of this legislation have been enacted in other parts of
the country to disastrous results.
Finally, H-5363, or the ‘Tip Fraud’ Bill, erroneously implies that
restaurants and hotels are stealing from and/or defrauding their
employees of tips. This legislation could subject employers to
thousands of dollars in fines each year.
The restaurant industry has been an engine of growth for
the nation’s employment recovery for the last several years.
Restaurants have been the third largest private-sector job creator
since the employment recovery began in 2010. Implementing
this bill will have a devastating effect. The current system works.
Employers operate under a business model that has encouraged
growth and created jobs and has provided the state with a steady
and growing revenue stream. We simply cannot afford to let the
interests of out-of-state organizations dictate how we do business
in Rhode Island.
www.rihospitality.org
ABOUT
DALE J. VENTURINI, PRESIDENT & CEO, RHODE ISLAND HOSPITALITY ASSOCIATION
A veteran of more than 25 years in the hospitality industry, Venturini is considered by many to be the voice of the industry in the
state of Rhode Island. She has been instrumental in improving the industry’s educational and training programs in the state, as well
as enhancing the bottom line of the business she represents. Venturini splits her time between the office and the State House, a
constant presence for her membership.
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The Beverage Journal
2508 Whitney Avenue, Hamden CT 06518
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www.TheBeverageJournal.com
02802
RI
RI 02802
A RO U N DTOW N
TWIN RIVER CASINO DONATES TO SCHOOL
RENOVATIONS IN LINCOLN
At the opening party for Rhodehouse Live!, a new music,
comedy and karaoke venue at Twin River Casino, officials
presented a $2,500 check to Town Administrator Joseph
Almond to support the Hot Potato School renovations in
Lincoln schools. The preview party took place on March
18, 2015.
Kim Ward, Director of Community and Public Affairs, Twin River
Casino; T. Joseph Almond, Administrator, Town of Lincoln; and
Craig Sculos, Vice President and General Manager, Twin River
Casino.
RIHA HOSTS “TEA & ‘TINIS” WOMEN IN
HOSPITALITY EVENT
The RI Hospitality Association (RIHA) hosted an afternoon
of tea and an evening of martinis, during a moderated
conversation in their first annual Tea & ‘Tinis event
on March 17, 2015. Gail Ciampa, Food Editor of The
Providence Journal, hosted the event, along with a panel
of successful women in the hospitality industry. More
than 100 women attended the afternoon tea, which also
featured finger sandwiches followed by specialty martinis,
to hear from panelists including: Lisa Mattiello, Director
of Catering at Pranzi Catering & Events; Lisa Speidel,
Owner of Persimmon Restaurant; and Tracy Rabar, Guest
Service Specialist, Instructor, Entrepreneur and Owner of
Avenue N American Kitchen. The women discussed their
own challenges, as well as opportunities and success
factors they see for women in the hospitality, travel and
tourism industry.
Lisa Mattiello, Director of Catering at Pranzi Catering & Events;
Tracy Rabar, Guest Service Specialist, Instructor, Entrepreneur
and Owner of Avenue N American Kitchen; Lisa Speidel, Owner
of Persimmon Restaurant; Gail Ciampa, Food Editor, The
Providence Journal; and Dale Venturini, President & CEO, RI
Hospitality Association.
NARRAGANSET BREWING COMPANY MAKES
BREWERS ASSOCIATION TOP 50 LIST
The Brewers Association (BA) released its annual lists of
the top 50 craft and overall brewing companies in the U.S.,
based on beer sales volume. Of the top 50 overall brewing
companies, 42 were craft brewing companies. Making the
list at number 47 was Rhode Island’s Narraganset Brewing
Company. The company was founded in Cranston, R.I. in
1890. “The companies on this list include the vanguard
of the craft industry,” said Bart Watson, chief economist,
Brewers Association. “They are exposing new beer lovers
to craft, opening new markets and creating opportunities
for the entire category. As they continue to grow, so
will the availability of innovative and high-quality beers
produced for all to enjoy.”
A RO U N DTOW N
PALM BREEZE LAUNCH PARTY WELCOMES SPRING
1
2
Palm Breeze, Canada’s top-selling ready-to-drink (RTD)
brand, is now available in Rhode Island through C&C
Distributing. A kickoff party at Dave & Busters in Manchester,
Conn, heralded its regional arrival in time for spring on
March 19, 2015. Targeted towards the 11 million U.S. female
consumers of flavored malt beverages (FMBs) and Millennials,
Palm Breeze uses a neutral malt base that drinks similarly to
a high-end vodka with a short, crisp, clean taste, allowing its
natural fruit juices and flavors to come through. Palm Breeze
is available in the state in two tropical fruit flavors: Ruby
Grapefruit and Pineapple Mandarin Orange. Palm Breeze is
produced by Mark Anthony Brands, Inc.
1. Palm Breeze flavors on display.
2. C&C Distributing of Rhode Island Sales Team, including
Bob Zannella, Scott Dulieu and Keith Morris of the C&C
Leadership Team.
3. Andrew Bussiere, Paul Jansky, Tim McGovern and Bill
Nelson, all with Mark Anthony Brands.
4. Greeters at the event held on March 19, 2015.
5. Samples are readied for the sales education meeting.
3
4
5
Photos by Michael Leung.
SOUTH KINGSTOWN’S SONS OF LIBERTY SPIRITS
TAKES CONSUMER AWARDS
Sons of Liberty Spirits Company has brought two Drammie
Awards back to the Ocean State with victories in the
categories of 2015 Best Whiskey Distillery and Best Whiskey
Packaging (UPRISING American Single Malt). The Drammie
Awards, presented by ForWhiskeyLovers.com, encourages
whiskey enthusiasts to share which whiskey industry
products they enjoy through a popular vote. “We are honored
to have taken two Drammie awards back to South Kingstown
this year,” said Sons of Liberty Owner, Mike Reppucci. “The
voting for The Drammies is put strictly into the hands of the
consumers and when a smaller, local distillery beats out
other internationally-recognized and distributed brands, it
speaks volumes to our loyal fan base and we cannot thank
them enough.”
- Introducing Sutter Home Red Blend -
91
POINTS
“Juicy red berries and
sun-ripened cherries…
silky vanilla notes.”
–The Tasting Panel
The Tasting Panel December 2014
SutterHome.com
©2015 Sutter Home Winery Inc., St. Helena, CA
A RO U N DTOW N
CRAFT BEER GUILD DEBUTS SPIRITS
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Craft Beer Guild Distributing of RI is now carrying the
Blue Print Spirits portfolio. The craft spirit distillers in the
company’s newly-formed spirits division “have similar
stories and ideals as the brewers who started, and helped
to popularize, the craft beer category. Craft spirits go
hand-in-hand with craft beer, and we are very excited
to introduce, and grow, a world class spirits portfolio to
enhance our portfolio of award-winning craft beers,” said
Dave Cumming, Market Manager for Craft Beer Guild
Distributors. Portland, Maine’s Ned Wight, owner of New
England Distilling, visited Rhode Island, talking to retailers
about his hand-crafted spirits as part of the new venture.
1. Ned Wight, owner of New England Distilling, educated
retailers on three spirits in the line.
2. Ingenium Gin, Gunpowder Rye and Eight Bells Rum.
3. The tasting information sheet.
3
ST. GEORGE SPIRITS HOSTED IN NEWPORT
The Revolving Door in Newport hosted a tasting in
conjunction with Horizon Beverage on March 31, 2015
for beverage trade professionals and guests. St. George
Spirits, an artisanal distillery located in Alameda, Calif.,
produces a range of spirits under the direction of Master
Distiller Lance Winters, including vodka, absinthe, whiskey,
rum, gin, brandy and liqueurs.
1
2
1
1. Kevin Fethe, Division Vice President of Sales, Northeast,
St. George Spirits led the presentation.
2. St. George Spirits California Citrus, All Purpose Vodka, and
Green Chile.
3. Jason Kindness of The Revolving Door works the spirit.
4. Elizabeth Sawtelle of Nick’s on Broadway mixes a cocktail.
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Photos by Chris Almeida.
A RO U N DTOW N
RHODE ISLAND'S GARCIA PLACES AT REGIONAL
COCKTAIL COMPETITION
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2
The first of seven cocktail competitions held at Westport,
Connecticut’s Kawa Ni, designed to showcase craft cocktail
programs, yielded a winner from New York on March 24,
2015. The series, organized by Jeff Marron, beverage
manager for Kawa Ni, The Whelk, and leFarm, continues
at Kawa Ni on May 12; June 23; Aug. 4; Sep. 15; Oct. 27
and the final is scheduled for Nov. 15, at The Whelk. Of the
field competitors, Rhode Island’s Carlos Garcia took third
place, Connecticut’s Carl Summa came in second, and Jon
Kraus, a member of the United States Bartenders Guild
New York (USBG NY) chapter and principal bartender
at The Gilroy, New York, New York took first place. The
sponsoring spirit was Appleton Estate Rum and the secret
ingredient was Ancho Reyes Ancho Chile Liqueur.
1. The stage is set. Sponsor spirit Appleton Estate Rum.
2. Jeff Marron addresses the competitors.
3. Carlos Garcia, USBG RI and Bartender at New Harvest
Coffee & Spirits in Providence, created The De Goma and
took third place.
4. Post-competition celebration at Luxe Modern Wine
& Cocktails in Westport, Conn. Bartenders Vincenzo
Anastasia, James Menite, Megan Lambert, Douglas Tirola of
"Hey Bartender" film fame, Jon Kraus, Jeff Marron and Carlos
Garcia.
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Photos 2 and 3 by Stephanie Webster c/o CTbites.com. Photo 4 by Chris Almeida.
BROCKMANS GIN EXPANDS TO RHODE ISLAND
Brockmans Gin, a super-premium new-style gin, continues
its U.S. growth with the addition of two new states:
Connecticut and Rhode Island. Starting in March, Horizon
Beverage Company began carrying the gin in Rhode
Island. With this expansion, Brockmans’ full market list will
now encompass Massachusetts, New Jersey, Connecticut,
Rhode Island and New York. “The distinct character of
our award-winning gin has seen tremendous success
in Massachusetts and New Jersey and has exceeded
expectations during our soft launch in New York City,”
said Bob Fowkes, Director and Co-Founder of Brockmans
Gin. “The positive response we have received makes us
confident that we are ready to expand to Rhode Island and
we look forward to partnering with Horizon Beverage.”
A RO U N DTOW N
JOHNSON BROTHERS LAUNCHES KINKY GOLD
AND BLUE
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2
3
Johnson Brothers of Rhode Island launched two new Kinky
Cocktails flavors, Blue and Gold, to join Pink in the Kinky
Cocktails line on April 2, 2015 at Snookers Sports, Billiards
Bar & Grille in Providence. Kinky Gold is a fusion of super
premium vodka distilled five times with peach and tropical
flavors. Kinky Blue offers a wild berry taste profile. The
launch included a brand education session for sales team
members and account guests.
1. Kinky Cocktails is a premium malt beverage with a “naughty
fusion of fruit fl avors and refreshingly clean, crisp fi nish.”
2. A variety 12-pack including all three fl avors will be available
in May.
3. Julie Mansur presenting Kinky Cocktails to the sales team.
4. Mike Persons, On Premise Sales Manager, Johnson Brothers
of RI; Ryan Sullivan, Prestige Wine & Spirits Group; Julie
Mansur, Spirit Brand Manager, Johnson Brothers of RI; John
Ellsessar, Prestige Wine & Spirits Group; Mark Preskenis,
Prestige Wine & Spirits Group; Keith Miranda, President,
Johnson Brothers of RI; Mark McLean, Retail Sales Manager,
Johnson Brothers of RI, Kevin Brodeur, Premium Wine
Manager, Johnson Brothers of RI; Tim Lang, Retail District
Manager, Johnson Brothers of RI; and Dave Tilton, Retail
District Manager, Johnson Brothers of RI.
5. The group enjoyed billiards after the launch meeting.
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A RO U N DTOW N
USBG RI VISITS BRUTOPIA
1
Members of the Rhode Island chapter of the United States
Bartenders Guild (USBG RI) recently visited Brutopia
Brewery & Kitchen in Cranston for a first: brewing a
namesake chapter beer. The group met with Master
Brewer Sean Larkin, of Trinity/Revival/Narragansett fame,
to learn about the craft beer ingredients and process. The
outing linked together cocktail and beer professionals
while offering an educational experience. The USBG RI
beer will be brewed on the premises.
1. Master Brewer Sean Larkin explains the smoker.
2. The group learns about hops with Sam Walker and Sean
Larkin.
3. Brewers Sam Walker and Alex “Rock” Roscowski.
4. Jennifer Ferreira and Sam Walker.
5. Sam Walker and some brews.
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3
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SUBMIT YOUR NEWS, EVENTS & IDEAS ON
5
www.rihospitality.org
Photos by Chris Almeida.
www.thebeveragejournal.com
O N -P R E M I S E ADV I CE
TOAST TO THE SPRING SEASON
WITH GROWER CHAMPAGNE
BY LEN PANAGGIO
Finally, winter is behind us and reasons to celebrate abound!
Spring means Mother’s Day, graduation season and Memorial
Day are all right around the corner. On top of all these regularlyoccurring events, Rhode Island will also host the Volvo Ocean
Race. This international race brings 10 days of all sorts of
activities, many that will be utilizing our restaurants and catering
businesses. What a great opportunity to showcase our state!
The spring season also means that my never-ending search for
products that set us apart is in full swing. One that has been on
my radar for some time, and is getting some serious respect, is
Grower Champagne, lovingly called Farmers Fizz. What exactly
is it?
It’s a sparkling wine made in the Champagne region of France
produced by the vineyards where the grapes are grown. This
product is much more focused on the terroir than the larger,
more popular Champagne producers who can source their grapes
from many different vineyards all over the region. Much like
most high-end wines around the world, they are in part selling a
sense of place.
Grower Champagne is easily identified by the “RM” — récoltant
manipulant - on the front of the label, followed by the grower’s
registration number. This is telling the consumer that the grapes
used to make the wine were grown by the producer in his/
hers vineyards. Grower Champagne is being exported more
prevalently now because the big Champagne houses like Moët,
Clicquot, Taittinger or Pol Roger have completely taken over the
French market.
Grower Champagnes tend to be drier in style than the big houses
because of a lower dosage (the amount of sugar added to the
product). I think if you use the word artisanal, boutique or even
single vineyard you can more readily understand or identify what
these wines are all about. But, make no mistake, they are all the
rage and they fly off store shelves and out of top restaurants.
Are these artisanal wines better
than the négociant? In my
opinion, they are not necessarily
better, just different. Grower Champagnes are typically priced
between ten and twenty percent less than the market leaders, but
the quality is still there.
Clearly, the big Champagne houses are not in any trouble, as
they do command most of the market share, but these artisanal
players are making themselves known in the United States
marketplace. And, a similar movement is underway with our
domestic producers of sparkling wines, but that is for
another article.
While the economy is slowly coming back, the demand for
Champagne is growing. That is why it is incumbent upon us to
seek out these alternatives to the big
Champagne houses and offer our guests
an innovative, well-priced alternative.
This is not a reflection on what the
négociant produce; they do a great
job. Rather, it is a reflection of what
you offer. For those of you who have
been around a while, did you see the
craft-beer business coming? I doubt it,
although it did exist in Europe for years,
much like these Grower Champagnes.
So, when you are thinking of new “hot”
products for the upcoming season,
ask your salesperson for samples of a
trend that I believe is here to stay. It
will please your guests who are looking
for new products that are not only
different, but exceptional!
ABOUT
LEN PANAGGIO, BEVERAGE CONSULTANT
Len Panaggio’s career in food and wine spans more than three decades as an owner and as a beverage
director at some of the top restaurants in Rhode Island. Currently a hospitality consultant, Len is a graduate
of the University of Rhode Island and has attended the Culinary Institute of America Master Sommelier
program and the Sterling School of Service and Hospitality.
MOTHER, MAY I?
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on- or off-premise offerings.
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GU E STCO LU MN
IMPRESSING WITH
FIRST IMPRESSIONS
guest columnist
LINDA PETTINE
BY LINDA PETTINE
Whiskey is big business in the U.S. and the
category is on the rise. For the first time in
decades, 2013 saw all whiskey categories with
some growth in the U.S. market. Bourbon
and Tennessee Whiskey were up 6.8 percent
in volume to 18 million cases worth $2.4
billion in revenue.
In no small part, the increase in this category
can be attributed to the newly oriented
consumer’s interest in the native U.S. spirit,
bourbon. Today’s young spirit consumer is
all about variety and flavor, and the bourbon
category offers plenty of both.
Bourbon is a U.S. designation of origin
whiskey thanks to the 88th Congress of the
United States, who in 1964 declared bourbon
a “distinctive product” of the U.S. While
Kentucky is home to the vast majority of
America’s bourbon production, bourbon can
be made anywhere in the United States.
As a straight whiskey, its mash bill must
contain a minimum of 51 percent corn and
be aged a minimum of two years in a new oak
barrels with no additives allowed. Aside from
these legal restrictions, there seems to be no
limit to the selection of bourbon styles and
flavor profiles for today’s young consumer.
As a spirits educator at Johnson & Wales
University, I see first-hand many student’s
introduction to the bourbon category. Their
lit up smiles and expressions tell it all. Upon
assessing the seductive nose, taste, balance
and finish, many are convinced that they
have found their new favorite spirit category.
Bourbon’s appeal to the new consumer
showcases their fascination with flavorful,
sustainable, local products. The range of
premium bourbon brands, a vested interest
in today’s craft cocktail culture and the rise of
local craft distilleries play a major role in the
spirit’s increased popularity.
Bourbon is also versatile. For many, it is
a stand-alone whiskey meant to be sipped
neat, relishing the warmth that is “bourbon
love.” For others, bourbon has a place as the
foundation to many cocktail recipes both old
and new. With a variant nose reminiscent
of honeycomb, vanilla, sweet corn, fruit,
chocolate and oak, and a palate with
depth and spellbinding intensity balanced
between sweetness and spice, the possibilities
are endless.
In the classroom, students learn to embrace
bourbon as a cocktail staple. From classics
like the Manhattan and the Old Fashioned,
once again popularized by “Mad Men’s” Don
Draper, to the modern twists created by
today’s top mixologists, bourbon has earned
its place on creative bar menus. Emerging
bartenders continue to develop flavorful
cocktails utilizing bourbon as a base.
In our Johnson & Wales’ mixology senior
classes, students are introduced to Juleps,
Crustas, Flips, Highballs, Sours, Cobblers,
Smashes, Swizzles, Collins and Fizzes, among
other classics. Each is drenched in history and
can showcase bourbon in a variety of ways.
During our crafting sessions, bourbon is
often partnered with fresh citrus, berries and
assorted fruits, herbs, flavored syrups, shrubs
or bitters. It is enhanced by liqueur pairings,
vermouths and Amaris.
Presentation and preparation vary, from up
to on the rocks, stirred, shaken, muddled
or mixed. The different flavor nuances
distinctive to individual bourbon brands can
be highlighted and enhanced by matching
them with appropriate mixing ingredients.
Some of the most successful bourbon
creations were the result of blending bourbon
with vanilla simple syrup, lemon juice for
balance and fresh apple cider coming together
as a quenchable fall classic.
Spring is a time to highlight bourbon’s depth
by using fresh herbs; particularly mint, which
is reminiscent of the Derby’s classic Julep.
Summer, with its abundance of fresh fruit,
calls for peach or crisp cherries to enhance a
bourbon cobbler.
Bourbon as an introductory whiskey has a
range of barrel sweet characters that appeal to
first time whiskey sippers while small batch,
single barrel and cask strength bourbons
might appeal more to the seasoned whiskey
palate with their complex range of flavors and
lingering warmth.
Many of your customers are your students.
When they enter your bar or store, offer to
explain more about the flavorful, versatile,
home-grown, adult beverage; it’s impressive.
ABOUT
LINDA PETTINE
Linda Pettine, CHE, CWE, CSS is an Associate
Professor at Johnson & Wales University, College
of Culinary Arts.
RE TAI L R EVI EW
Phred’s
BY BOB SAMPLE
S
hopping for spirits in the same
place that you pick up prescriptions
is common in many parts of the
U.S., but unusual in New England. One
exception is Phred’s, which for almost 60
years has offered beer, wine and spirits, along
with everything else you might find in a
neighborhood drugstore.
LO C AT ION
Almost half of Phred’s 13,500-square-foot
store is occupied by alcoholic beverages, with
approximately 40 percent devoted to beer,
another 40 percent to wine and 20 percent
to spirits.
1300 OAKLAWN AVENUE
CRANSTON, RI
“People come from all over the state to
see what we’re about,” said Josh Martini,
manager of Phred’s beverage department.
“Plus, we’re a neighborhood drugstore. We
have customers who have been coming to us
for years.”
YEARS IN OPERATION: 59
Phred’s is owned by Michael Rossi, Jr., the
grandson of the store’s founder. Martini grew
up nearby and the Rossi family gave him his
first job. He’s worked at Phred’s ever since.
The store caters to both older, established
customers and young newcomers to the
Joshua Martini , Manager, Phred's.
FAC T S
SQUARE FOOTAGE: 13,500 square ft.,
6,500 of beverages
Cranston area. Loyal customers like the
store’s biweekly specials, such as “two-fer”
promotions and bottles priced under $10.
“We offer a full range of higher priced bottles
as well,” noted Martini.
The store is within walking distance to four
different bars and nightclubs, three of which
offer live music of one kind or another. Both
the store flyer and direct mail promotions
go to households all across Rhode Island.
Constant word of mouth from satisfied
longtime customers also helps promote the
store. When he took the reins, Martini began
trying different ways to court the younger set.
“Every Friday we have a wine or beer tasting
from 4 to 7 p.m.,” Martini pointed out.
“We’ll give away a free slice of pizza from
a popular local restaurant, the Original
Italian Bakery. Our event helps promote
the restaurant too, because once people try
the pizza, they head to the Original Italian
Bakery to buy a whole pie.”
Besides pizza, Martini serves up finger foods
that pair well with beer, wine and spirits.
Recent samplings have featured freshcaught shrimp, ravioli and other pastas,
and locally grown produce. The accent
at all such events is on the fun, unusual
and offbeat. One recent tasting featured
Viniq, a new liqueur with a shimmery cast.
Another tasting featured Kah Tequila,
which is sold in one-of-a-kind ceramic skullshaped bottles.
Martini
especially
likes
it
when
experimentation results in a bona-fide hit.
One example is Mercer’s wine-flavored ice
cream, a specialty dessert that comes from
Boonville in Upstate New York. It is available
in eight flavors: peach white zinfandel, cherry
merlot, chocolate cabernet, strawberry
sparkling, red raspberry chardonnay, port,
riesling and spice. “We’re one of the few
outlets in Rhode Island that sells Mercer’s,”
said Martini. “My wife found out about it on
Pinterest – so I thought, why not bring it in?
I’m glad, because people love it.” ■
If you own a small, medium or megastore and would like to be featured,
email: [email protected]
M A N AG E M E N TFo c us
Delivery 2.0
U s i ng a s mart p h o ne to order food is one thing.
C a n hi -t eCh fa Ci litate loCa l del ivery of al Cohol ?
By Jeff Siegel
D
aniel Mensch, who owns the
1,000-square foot Pier Wines
in Brooklyn, has no doubts
about what the Thirstie
liquor delivery app brings to his business.
“Any small business like mine is
always looking for a way to drive sales,”
says Mensch, whose store is four and a
half years old. “you’re only going to get
so much business from walk-in traffic. it’s
a good way to increase your business.”
These apps, which have names like
Drizly, Klink, Thirstee and Minibar,
are the liquor equivalent of on-line
restaurant delivery companies like
grubHub and Dining in, and harken
back to the days of the fTD floral
delivery system. Some, like Drizly,
have big-time backers and deep pocket
investor money, while others are less
well-known but seem to be making
inroads with retailers. Numbers for
participating retailers are closer to three
figures than four. So far, their growth
seems to be mostly on the edges—New
york, los Angeles—with some larger
cities in the middle of the country and,
recently in Connecticut, Porter 21.
The selling point? Retailers sign up,
and the app’s website or mobile app takes
the order and sends it to the retailer,
usually the one nearest to the customer.
The retailer then fills the order and takes
payment, satisfying the myriad laws that
govern liquor sales in the U.S. Most of
the time, the delivery prices are the same
as those in the store, and delivery is
supposed to take about 30 minutes.
The app firms handle promotion and
marketing, reaching customers that the
retailer might never find using traditional
advertising or ever see, as Mensch notes,
in his or her store. But can it be as simple
waiting for the on-line orders to come
rushing in? Perhaps, but before they do
anything one way or the other, retailers
should look at the process from every angle.
Here are six questions retailers should ask
to determine how to get the most out of a
partnership with a delivery app:
you want to Deal with
1 DoDelivery?
Delivery, as any pizza restaurant owner
will tell you almost without being asked,
is so much trouble that it wouldn’t be
worth doing if it wasn’t essential. you
have to hire drivers (and replace them
when they quit in the middle of a shift),
take and fill orders correctly, and deliver
in a timely manner. One botched delivery
could alienate a customer forever.
And this doesn’t include insurance
and liability, which is much less onerous
for food than it is for liquor. This is
especially important with the liquor apps,
since they don’t deliver the product. you
do, which means you assume the liability
for anything that can go wrong, including
ABOVE: Delivery apps promise cash-free
convenience, but selection is still a fraction of what
the customer would find visting a specific store.
Needing to cover a broad swath of territory tends
to skew the delivery apps’ product mix toward the
mainstream brands.
M A N AG E M E N TFo c us
serving underage drinkers, violating dram
shop laws, and the like.
Some of the apps offer services
to help with some of that, like iD
verification systems and real time credit
card checks. But as Bryan goodwin,
the VP of retail partnerships and sales
at Drizly, says, “The retailer owns the
license, so they have the liability. But
then they also understand that they need
to use the same protocols they use in the
store when they make the delivery.”
in addition, although pizza and
food delivery is well established across
the country, liquor delivery is not done
much, and there is little understanding
of whether consumers want the service.
So, even before you worry about how to
deliver, you need to consider if there is a
demand for it.
2
Do you unDerStanD the
reQuireMentS GoverninG
Delivery in your area?
first, of course, is to find out if delivery is
legal in your area, which can take
on any number of permutations.
if delivery is legal, are there
special requirements—another
license, certified drivers, and the
like? if you’re in a wet area, are
you allowed to deliver to a dry
one? if you’re closed on Sunday,
can you still deliver that day
(and, if not, how will that play
with consumers used to what
seems like around the clock
pizza delivery)? What happens if
the delivery arrives after a statemandated closing time?
really unDerStanD
3 Dotheyou
lawS?
gary Builder, who owns lukas liquor
Superstore in suburban St. louis, says
his biggest concern was that the apps
would bring him customers without
sharing liability. As Kyle V. Hill with
Martin frost & Hill in Austin, Texas,
points out, this is legal given the
way the apps work (allowing for any
variations in the law in each state).
That’s because the apps take the order,
but don’t accept payment or fill the
order. in this, they’re not much
different from other forms of
advertising, Hill says, in the
way they direct customers
In the Irony
Department, guess how
to the retailer.
Minibar is marketing itself?
That’s why Builder,
Direct mail, naturally.
Unfortunately the $10
whose liquor store has
discount is not legal in
delivered for 15 years,
some states.
says he’s more comfortable
of inexpensive blended
with the third-party delivery
Scotch to a case of wine for
company he uses, which is
a corporate party order. Some
inexpensive and accepts liability.
of the apps, recognizing this problem,
require minimum orders and charge
will your CoStS allow aPP
delivery fees, depending on where the
Delivery to Be ProFitaBle?
retailer is located. Drizly’s minimum
What’s the cost of the delivery, including
ranges from $20 to $30, and some of its
the employee, gas, time out of store and
cities charge a $5 delivery fee (which is
credit card fees? What’s the cost of the
given to the retailer).
app? Some charge a technology fee,
4
others charge a marketing fee, and some
take a commission on the sale, using
various methods—sliding scale based on
order amount or straight commission—
that satisfy any legal requirements.
Thirstie aims to round out the digital user’s
experience by offering cocktail recipes and a blog
that keeps an eye on contemporary drinking culture.
What’s your margin, and how big
does an order have to be for you for
delivery to be profitable? This is even
more important than it seems, since
“average” orders are still something
retailers and the apps are figuring out.
Talk to retailers, and orders can range
from a six-pack of beer or a fifth
you want to truSt another
5 DoCoMPany
with your BranD?
you do the delivery, but the app takes
the order. What if they screw it up? This,
too, is something the apps recognize,
says Thirstie C e O Devaraj
Southworth. “We’re selective
when talking to retailers,” he says.
“We’re looking for technology
savvy, we’re looking for who a
marketing platform, who already
has delivery, good inventory and
selection on their plate, and are
willing to work with us.”
in this, the apps understand
the importance of a website that
doesn’t go down and making sure
orders get from the app to the
retailer every time. And, as several
pointed out, ordering is meant to
be as seamless as possible, so that
the consumer usually doesn’t know which
retailer is filling the order.
DoeS the aPP aSSiGn
6 how
orDerS?
Most use territories, where orders are
sent to the retailer nearest the consumer.
Determining territories can vary, but
the more orders in one area means more
business for that retailer. The catch, of
course, is when a new retailer signs up;
how does the app divide the territory? ■
wine
buzz
gaLLo preps new entry into
preMiUM boxed wine arena
Premium boxed wines enjoyed an 11%
volume increase and a 14% value advance
in 2014, making now a perfect time for E. &
J. Gallo to launch a new premium 3L boxed
product. The Vin Vault line includes Cabernet
Sauvignon, Merlot, Pinot Noir, Chardonnay,
Malbec and Red Blend offerings. “There’s
a sea of change occurring in consumers’
perception of wine,” says VP of Marketing
Stephanie Gallo. “It’s becoming a casual
social beverage as an adjunct to the dinner
table.” SRP $19.99. gallo.com
Viña Montes Uses innoVatiVe LabeL tweaks
Shaking things up in the vineyard is one thing; communicating that
to a consumer is something else entirely. Chile’s Montes Winery
has taken a nifty new approach to this age-old conundrum by using
short label terms that connect directly to viticultural techniques. For
the 2012 Montes Alpha Cabernet Sauvignon, Syrah and Carmenere
bottlings, the label declares “Sustainably Dry Farmed” (the idea being:
wines develop greater concentration when you let nature do the job of
watering the vines). Similarly, for
the just-released Montes 2015
“Spring Harvest” Sauvignon,
grapes in the Leyda Valley were
picked one month ahead of
normal, and earlier in the morning
to keep the grapes as cool as
possible. monteswines.com.
wynns: baCk in bLaCk,
and baCk in the U.s.
One of the most collected wines in Australia, Wynns
Black Label Cabernet, was absent from the U.S.
market for many years. It’s now back, yet still flies
oddly under-the-radar. Made from some of Australia’s
oldest Cabernet vineyards in one of the world’s finest
Cabernet regions—Coonawarra—Wynns Black Label
celebrates its 60th vintage this year. The just-released
2012 vintage shows black licorice, violets and tobacco
and trademark uplifting acidity (hence the legendary
cellaring potential). Made from the top 20% fruit from
the estate vineyard and aged in primarily older French
barriques, it’s a sommelier’s wine for sure. And a steal
at $40 SRP (about half the cost of Wynns iconic John
Riddoch bottling). tweglobal.com | wynns.com.au
ConsteLLation goes ‘FarM-to-gLass’
with toM gore Vineyards
The newest wine in Constellation’s portfolio may have been green-lit
in a boardroom, but it is rooted squarely in the vineyard. Tom Gore,
born into a family of well-known Sonoma grape farmers, has tended
vines since he was seven. Most recently, managing properties from
Mendocino down through the Central Coast put Gore in perfect position
to select fruit for his namesake label. The line includes two stellar
values—the $15 SRP Chardonnay and Cabernet Sauvigon—and a
muscular Alexander Valley Field Blend that shows what Gore can do at
the $40 price point. tomgorevineyards.com
beringer’s gaMe Changer:
‘FLaVor strips’ right at the sheLF
Although this news appeared precariously close to April Fool’s Day,
it’s no joke: Beringer has developed revolutionary flavor strips—
corresponding to Chardonnay, Cabernet Sauvignon and White
Zinfandel—so that shoppers can sample before purchasing. Since the
strips are non-alcoholic, they avoid the possibility of violating state
laws, making this method of sampling hassle-free and immediate —
ideal for busy shoppers. While currently only available at Kroger’s, the
Beringer tasting stations could roll out nationwide soon.
beringer.com
THE
FIND
GLORY IRISH POITIN
ARRIVES IN THE U.S.
M.S. Walker has released West Cork
Distillers’ ‘Glory’ Irish Poitin into the Irish
Whiskey category. Widely recognized as the
original moonshine, Irish Poitin translates
literally to “little pot,” describing the small
pot stills in which it is traditionally crafted.
West Cork Distillers uses barley, beet
sugar and Irish spring water and distills
Glory Irish Poitin using a classic copper
pot still method, resulting in a flavor-filled
alternative to other white spirits. Currently
in NY, MA, RI; 80 proof; SRP $24.99.
mswalker.com
HORNITOS PUSHES THE
FLAVORED TEQUILA ENVELOPE
Hornitos Tequila has introduced Hornitos
Spiced Honey, a variation on their 100%
blue agave Hornitos Plata Tequila with
natural honey flavor and a special spice
blend added. This innovation serves up
floral, honey, vanilla and warm caramel
notes, balancing the citrusy, peppery
character of the tequila. 70 proof.
Available in 750ml (SRP $19.99) and 1L.
hornitostequila.com
INDEPENDENT DISTILLERS
DOUBLES DOWN ON TWISTED SHOTZ
Known for their extremely popular ready-to-drink Twisted Shotz,
Independent Distillers has launched a logical extension: Double
Barrel, with twice the volume of the Twisted Shotz (50ml vs. 25ml)
and nearly twice the alcohol (35% ABV vs. 20%).
The four new flavors include Royal Flush
(Canadian whisky; peach and cranberry
schnapps); Skull Crusher (bourbon
and black Sambuca); Horny Bull
(tequila, ginger liqueur); and Diablo
(Caribbean rum and cassis). Available
nationwide in 4-packs; SRP $7.99.
doublebarrelshots.com.
BALBLAIR KICKS OFF 2015 WITH FOUR
NEW VINTAGE WHISKIES
One sure way to stand out from the Scotch crowd: go vintage.
Balblair has released four new expressions in the U.S.: 1983, 1990,
1999 and 2003. This is the first time that Balblair has launched
a four-whisky vintage range simultaneously. The 2003 and 1983
vintages were aged in American oak, ex-bourbon barrels. The 1999
and 1990 were aged in American oak, ex-bourbon barrels with the
addition of Spanish oak sherry butts. All whiskies are 92 proof; 2003,
1999, 1990 and 1983 are available nationwide for $70, $90, $140
and $330, respectively. balblair.com
VERMOUTHS OF HISTORIC
PROPORTIONS FROM TEMPUS FUGIT
Fulfilling their mission ro revitalize
rare spirits and liqueurs, Tempus
Fugit Spirits reached back in time to
develop Alessio Vermouths. Inspired
by Alessio Piemontese, a 16th century
Italian physicist, alchemist, humanist,
inventor and cartographer, Alessio
Vermouth di Torino Rosso
(SRP $21.99 34 proof,) with
piedmont wine as a base, offers
a full mouthfeel and is bitter but
bright, with refreshing citrus and
herbal notes that lengthen the
finish. Alessio Vermouth Chinato
($24.99, 33 proof) is a complex
alternative to sweet vermouth with
the addition of 25 other herbs, roots
and spices including wormwood.
anchordistilling.com
NEWPRODUCTS
&PROMOTIONS
newcAstle lAunches
retAil vAriety pAck
Newcastle is debuting an authentic British variety
12-pack in collaboration with Caledonian Brewery, one
of the oldest and most respected breweries in the U.K.
The variety pack contains two new styles—Newcastle
British Pale Ale and Newcastle
British Session IPA—along with
Newcastle Brown Ale.
GlendAlouGh douBle BArrel
irish whiskey lAunches in u.s.
Glendalough Distillery has released their Double Barrel
Irish Whiskey. Distilled from a mash bill of malted
barley and corn, the double-aging process combines
three years and six months in first-fill American
oak bourbon barrels, then six months in first-fill
Spanish Oloroso Sherry casks. The whiskey has
notes of chocolate and caramel, a sweet and
creamy palate and a gingery finish. Currently in
Boston, DC, Atlanta and NYC. 84 proof.
srp: $29.99-$35
newcastlebrown.com
facebook.com/newcastle
old Forester releAses
reAdy-to-serve Mint Julep cocktAil
One Kentucky classic has added another. The official drink
of the Kentucky Derby is now available as an RTD cocktail
from Old Forester. Churchill Downs will serve the Old
Forester Mint Julep during the 141st Kentucky Derby
on May 2nd, 2015. Also available nationally, the RTD
cocktail is sold in a commemorative bottle with a
themed neck wrap, making it easy to enjoy a mint
julep instantly. 60 proof.
glendaloughdistillery.com
facebook.com/Glendaloughdistillery
Burnett’s Adds two new
FlAvors to vodkA line-up
Cherry Limeade and Apple Berry are joining
the Burnett’s flavored vodka portfolio. These
highly mixable combinations marry the
best of each flavor, creating sweet, fruity
blends on target with consumer tastes,
bringing the Burnett’s portfolio to a total
of 36 flavors. Available in 50ml, 750ml,
1L and 1.75L; both 70 proof.
srp: $24.99/1l
srp: $10.99/750ml
oldforester.com
facebook.com/oldForester
burnettsvodka.com
facebook.com/Burnettsvodka
BrÙton Joins opici’s
MArket street portFolio
Bruton’s collection of unfiltered, bottlefermented, craft brews has joined the
Market Street Spirits portfolio. Bianca
(4.5% ABV), Brùton (5.5%), Lilith (5.5%)
and Stoner (7.5%) are all top-fermented,
using ale yeast and no preservatives.
All ingredients are sourced directly
from growers in the best geographical
locations for their production. Available
in 330ml and 750ml.
2014 sABles d’Azur FroM the Foothills oF Mount sAint victoire
Côtes-de-Provence vineyards cling to the slopes of
Mount Saint Victoire in “restanques,” man-made
stone-walled terraces. Here they benefit fully from the
Mediterranean climate; the sun's continuous beneficial
presence ensures that the vines produce fully mature
grapes, oozing ripe juice. Blend: 34% Grenache, 33%
Syrah, 33% Cinsault; Guillaume Cordonis, winemaker. Marketed by Bronco Wine Company.
srp: $19.99/750ml, $10/330ml
srp: $17.99
opiciwines.com
facebook.com/opiciwines
broncowine.com
facebook.com/Broncowinecompany
NEWPRODUCTS
&PROMOTIONS
skinnyGirl cocktAils lAunches
spicy liMe MArGAritA
Skinnygirl Spicy Lime Margarita is the newest RTD cocktail from Skinnygirl. The Spicy Lime Margarita offers
a well-rounded balance of cool lime, spicy chili and
tequila, and contains a light citrus aroma with spicy
undertones. This new offering joins Skinnygirl’s nine
other RTD cocktails, including the Sweet’arita, Piña
Colada and bestselling classic Margarita. 19.9 proof.
Available in 750ml and 1.75L.
new AMsterdAM rolls out
MAnGo vodkA nAtionwide
New Amsterdam Sprits has launched their newest Mango
Vodka nationwide after a successful run in test markets
in January 2015. The vodka joins New Amsterdam’s
flavored portfolio of Red Berry, Peach, Citron, Coconut,
Pineapple and Orange, as well as New Amsterdam Gin
and New Amsterdam Vodka. Layered with tropical fruit
aromas of papaya and passion fruit, the finish is crisp
and refreshing. Available in 50ml, 100ml, 200ml, 375ml,
750ml, 1L and 1.75L bottles. 70 proof.
srp: $12.99/750ml, $19.99/1.75l
srp: $14.99/750ml; $16.99/1l
skinnygirlcocktails.com
newamsterdamspirits.com
facebook.com/newAmsterdamspirits
facebook.com/skinnyGirl
pinnAcle deButs
new cucuMBer expression
The newest flavor innovation from Pinnacle Vodka comes
just in time for the warm weather ahead. Pinnacle
Cucumber is five-times distilled, and delivers a vibrant
blend of ripe cucumber with subtle hints of sweet
vanilla. It can be enjoyed chilled, on the rocks or mixed
in cocktails. 70 proof.
winesellers, ltd. Adds ‘prodiGo’
to GrowinG portFolio
Prodigo joins the Winesellers, Ltd. portfolio
alongside other Italian brands La Fiera, Gran
Passione, Tiamo Organic and Bellafina
Sparkling. The wines in the Prodigo range
are a 2014 Sauvignon Blanc from FriuliGrave, a 2011 Sangiovese Riserva from
Emilia-Romagna, and a 2013 Nero
d’Avola from Sicily. The upscale package
features a signature wax seal.
srp: $12.99
srp: $11 each
pinnaclevodka.com
facebook.com/pinnaclevodkas
winesellersltd.com
facebook.com/winesellersltd
Bird doG whiskey Adds Apple
And chocolAte FlAvors
Bird Dog—the brand that pushed the flavored
whiskey envelope with their original Blackberry
version—has added two new flavors:
Apple and Chocolate. Bird Dog Apple
delivers real juicy apple flavor and
finishes with a sweet, warm zest; Bird
Dog Chocolate has a rich chocolate
aroma, perfect straight up, on the rocks
or in a cocktail. Both 80 proof.
suMMers estAte winery introduces
90-point cABernet sAuviGnon
The Summers 2012 Andriana’s Cuvée is a blend of
Cabernet Sauvignon grapes from several select vineyards in
Napa and Sonoma counties, including the Summers’ own
vineyards. Aged 16 months in French Oak, 50% new, it
is a medium-bodied wine with a deep ruby plum color
and notes of black currant, cedar and spice. Marketed
by Bronco Wine Company.
srp: $19.99
srp: $25.99
birddogwhiskey.com
facebook.com/Birddogwhiskey
broncowine.com
facebook.com/Broncowinecompany
POS
SE RVSySTeMS
I NGU P
talkin
TALKINtech
TECH
Beverage Media has built integration to the following POS systems to varying degrees. The codes
with each vendor correspond with the integration
points noted below:
AIM
➊➍➎➏
AtlAntic systems, inc.
➊➋➌
(Asi - spirits 2000)
➍➎➏
7 3 6 6 P O S T R OA D
BiztrAcker/inFinity
N O R T H K I N G S TO W N , R➊
I
cAm cOmmerce
➊
(retAilstAr)
cAsH register express
(pc - AmericA)
➊
cellAr trAcker pOs
➊
➊➍➎➏
cOmputer perFect
(ligHtning pOs)
➊
cOunterpOint
➊
creAtive inFOrmAtiOn
system
➊➍➏
innOvAtive cOmputer
sOlutiOns (ics - visiOn)
➊➋➌
kBA spirits (ken BusH)
➌
The lounge and bar offers 36 draft
lBOs
➊ ➋beers,
30 wines by the glass, fare from wraps to
➊ ➋on
➌ the
grilled pizzas, live entertainment
mAgstAr
➍➎➏
weekends, and a creative and seasonal
mercHAnt
cocktail menu.
➊
sOFtWAre -liquorpOs
micrOBiz
➊
micrOsOFt retAil
➌➍
mAnAgement
BARTENDERS: Stephanie ➊
Harris
➎➏
system
(rms)
and Nathaniel Crowley
mpOWer
➊➋➌
COCKTAIL: Spring Forward Cocktail
pAygO
➊
pervAsive
RECIPE:
➊
Mix: AnyWHere
pOs
➊➋
• 2 oz. New Amsterdam Peach➊
Vodka
pOs-im
• 1 oz. Peach Schnapps
QuickBOOks
➊➋
• 1 oz. Fragoli Strawberry Liqueur
rcs
➍➏
• 1/2 oz. strawberry puree
uniFy pOs
• 1/2 oz. mango puree
t ried - a nd -true customers continue
t o b e more valua b l e tha n neW ones
By simon lee
➊➍
cAtApult
cOmcAsH
hAppy returns
➊
➊ Website inventory updates
Shake
everything
but mango puree with
➋ Web
order
importing
➌ price
file
integration
ice. Pour
into
martini glass. Pour mango
➍ eorders sales history
puree through
a straw,orders
slowly, to create
➎ eorders
purchase
➏ order
layeredsubmission
effect. Serve.by bevmedia
• For information about any of these pos
companies, please call 201-820-4903
learn about
online
Theselling
Sonoma Wine
staff says
the “Spring
Forward”
is for
a apopular
fruity cocktail,
Sign up
free demo
andfor
see
how a store
uses the
perfect
warmer
weather.
bmg ecommerce system to maintain and
promote products on a website by visiting:
www.bevsites.com or email our U.S.
eCommerce Marketing representative
J.c.RHODE
milam ISLAND
at [email protected]
32
BEVERAGE JOURNAL May 2015
A
bout this time every year we
review online retail sales
from a broad perspective.
Past years have seen
dramatic swings in traffic/sales
because of major changes to the
advertising options available to
online wine retailers, but 2014
was largely a stabilizing year. more
sites are paying for traffic than ever
before and the return on investment
is becoming more predictable
with time. methods for attracting
new customers remain largely
unchanged, so site managers should
focus instead on increasing sales
from existing traffic.
in the past three years, net
conversion rate (1.2%) and net
average order size (~$200) have
been consistent across our sites.
over this same period of time,
however, returning customers have
become increasingly valuable with
increasing conversions rates.
This means that the value of a
site visit from a returning customer is
higher than that of a new customer.
not only are returning customers
more likely to purchase, they also
have a tendency to view more pages.
The more pages a customer views in
a session the more likely they are to
make a purchase. increasing average
page views per session from 4.0 to
4.5 is associated with a 50% increase
in conversion rate. A higher page
views per session average is a sign
your customers are interested in your
content and are actively engaging
with your website.
time is money
There are several ways you can
encourage visitors to spend more time
on your site. last month’s column
focused on what promotions were
the most effective: free shipping, low
prices and staff picks are the most
profitable. other ways to improve
customer engagement on your site
include: redesigning site aesthetics;
dynamic navigation to improve search
functionality; and generating unique
and interesting content. Creating and
maintaining an engaging site isn’t easy,
but certain metrics are available to
determine success.
since 2008 we have seen the
average number of page views per
session fluctuate, but decrease overall
from a high of 4.5 to 3.75 last year.
This is partially because new visitors
make up about three-quarters of
all traffic and are half as likely as
returning customers to explore the site
or make a purchase. This may be due
to savvy shoppers searching multiple
online retailers to find the best deals.
many retailers track high- demand
products on directory and comparison
shopping sites, adjusting prices to
stay competitive. This may be a good
short-term strategy to gain more
traffic, but is not worth the expense of
diminishing profit margins, especially
if it also fails to increase page views per
session and attract repeat customers.
Keep your eye on those page views and
happy converting in 2015! n
To comment or to learn more about how Beverage Media
can help with a website for your store visit BevSites.com,
or contact James Laurenti at 617-864-1677. Follow us on
twitter at twitter.com/bevsites.
CE ACHEL TRAPPIST ADNAMS AFFLIGEM AGAINST THE GRAIN AGUILA ALESMITH ALEXANDER KEITH
HAMBRA ALLAGASH ALMAZA AMAGER AMHERST AMIATA AMSTEL ANCHOR ANDECHS ANDERSO
LLEY APOSTEL BRAU ARCOBRAU ASAHI ASTRA ATLANTIC ATWATER BLOCK AUGUSTINER-BRAU AVER
INGER BACHUS BACKLASH BAD MARTHA BAIRD BALADIN BALLANTINE BALLAST POINT BANNER BA
ARBOR BARBAR BARD’S TALE BASS BASTOGNE BATCH 19 BATEMANS BATTLE ROAD BAVIK BAXTER BA
ATE BEAR REPUBLIC BECK’S BEER HERE BELFAST BAY BELGIUM MIX PACK BELGIUM SAMPLER BELHAVE
RKSHIRE BFM BIEGLER BRAU BIRRA MENABREA BIRRIFICIO BRESCIANO MONTENETT BITBURGE
ACK ISLE BLACK SHEEP BLANCHE DE BRUXELLES BLAST BY COLT 45 BLATANT BLAUGIES BLUE DAW
UE HILLS BLUE MOON BLUE POINT BOCKER BOCKOR BODDINGTONS BOHEMIA BOHEMIA REGEN
OMBREWERY BOON BORG BRUGGHUS BOSTEELS BOSTON BEER WORKS BOULDER BOULEVAR
ASH BRASSERIE DES SOURCES BRECKENRIDGE BREWDOG BREWMASTER JACK BROAD BROOK BRON
OOKLYN BRUNEHAUT BUCKLER BUD ICE BUD LIGHT BUD LIGHT LIME BUDWEISER BUFFALO BILL
ULL ICE BURTON BRIDGE BUSCH BUTTERNUTS BZART CAMBRIDGE CAMBRIDGE HOUSE CAND
OAD CAPE ANN CARACOLE CARIB CARLING CARLSBERG CARTA BLANCA CASCO BAY CASTELAI
ASTLE EGGENBURG CAZEAU CCM CENTRAL CITY CERVEJARIA COLORADO CHANG CHEERS BEE
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ONTRERAS COOPERS COOPERSTOWN COORS CORAL CORONA CORONADO CORSENDONK ABBE
OTTRELL CRABBIES CRAZY MOUNTAIN CRISTAL CUSQUENA CZECHVAR D’ACHOUFFE DAB DALESID
ARK HORSE DAY OF THE DEAD DE DOCHTER VAN DE KORENAAR DE DOLLE DE GLAZEN DE GRAA
E HALVE MAAN DE HOEVEBROUWERS DE KONINCK DE KONINGSHOEVEN DE LA SENNE DE MOLEN D
OEF DE RANKE DE REGENBOOG DE SILLY DEL BORGO DEL DUCATO DES ROCS DEVASSA DIEU DU CIE
LEWYNS DINKEL ACKER DISTILLERIE DU MONT BLANC DIXIE DOCTOR DIESEL DOG BITE DOGFIS
AD DOS EQUIS DRAFTMARK TAP SYSTEM REFILLS DRAGON DU BOCQ DU MONT BLANC DUBUISSO
UNDEE DUPONT DUVEL ECHIGO EFES EIBAUER EINBECKER EKU ELBLAG ELLEZELLOISE EMILISSE ENGE
IC ERDINGER ESTAMINET ESTRELLA DAMM ESTRELLA GALICIA EVIL GENIUS EVIL TWIN EXMOO
TRAORDINARY IRISH BEERS VARI FAMILIAR FAMOSA FAUST-MILTENBERGER FINCH FIRESTONE WALKE
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ADIATOR GLUTENBERG GOOSE ISLAND GOSSER GRADO PLATO GREAT DIVIDE GREEN FLASH GREE
CK GREENE KING GREENS GREY SAIL GRIMBERGEN GRITTY MCDUFF’S GROLSCH GUINEU GUINNES
AACHT HAANDBRYGGERIET HACKER-PSCHORR HAMBLETON HAMM’S HANSSENS ARTISANAAL HAR
ARPOON HARVEY HARVIESTOUN HAYWARDS 5000 HE’BREW HEAVY SEAS HEINEKEN HET ALTERNATIE
T ANKER HIGH NOON HITACHINO HOEGAARDEN HOF TEN DORMAAL HOFBRAU-MUNCHE
OFBROUWERIJKE HOPPIN’ FROG HOPPY HOPUS HUE HUISBROUWERIJ SINT CANARUS HUMBOLD
URRICANE HUVILA HUYGHE ICEHOUSE IMPERIAL INNIS + GUNN IPSWICH ISE KADOYA ISLE OF SKY
HACA J.W. LEES JACK’S ABBY JAMES BOAG JANDRAIN-JANDRENOUILLE JEANNE D’ARC JENLAIN JEVE
HN COURAGE JOHN HARVARD’S JOHN HENRY JOHN SMITH’S JOLLY PUMPKIN JULIUS ECHTER KAISE
ALIBER KALIK KAPUZINER KEERSMAEKER KERKOM KEYSTONE KILLIAN’S KING COBRA KINGFISHER KIRI
EIN DUIMPJE KONA KONIG KONIG LUDWIG KONIG LUDWIG WEISSBIER KONINGSHOEVEN TRAPPIS
ORTRIJK DUTSEL KRONENBOURG KRUSOVICE KUKA KULMBACHER LA BOTTERESSE LA CHOULETT
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EANTIME MECKATZER MENABREA MENDOCINO MICHEAL PLANK MICHELOB MICKEY’S MIDDLE AGE
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ONCHSHOF MONTEGIOCO MOOREHOUSE’S MOOSEHEAD MORETTI MORITZ MORT SABITE MURPHY
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ANET NEWBURYPORT BREWING NEWCASTLE NEWPORT STORM NOGNE-O NORTH COAST NOTC
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URNSIDE OLDE ENGLISH OLIVSHOLT BRUGGHUS OMISSION OMMEGANG OPA OPA ORION DRAFT ORVA
APPIST OSKAR BLUES OTTER CREEK OUD BEERSEL OVILA ABBEY ALE OXFORDSHIRE PABST PACIFIC
LM PANIL PAPER CITY PAULANER PEAK ORGANIC PERONI PETRUS PIETRA PILSNER URQUELL PINKU
UELLER PIONEER PIVOVAR SAMSON PORT PREARIS PRESIDENTE PRESTIGE PRETTY THINGS PYRAMI
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OMEWHERE SALOPIAN SAMUEL ADAMS SAMUEL SMITH SAN MIGUEL SAPPORO SARANAC SARATOG
HAEFER SCHLENKERLA SCHLITZ SCHNEIDER SCHOFFERHOFER SCHWABEN BRAU SEA DOG SEBAGO SEE
RAFIJN SESSION SHEPHERD NEAME SHIPYARD SHOCK TOP SIERRA NEVADA SINCLAIR SINEBRYCHOF
NGHA SIXPOINT SLAAPMUTSKE SLUMBREW SMITHWICK’S SMUTTYNOSE SOL SOUTHAMPTON PUBLIC
OUSE SOUTHERN TIER SPANISH PEAKS SPATEN SPENCER SQUATTERS ST. AMBROISE ST. BERNARDUS S
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us 203-288-3375
to getGIRL
started.
UILLIEN ST. GERMAN
IDES information,
ST. JOHN ST. call
LOUIS
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ERKENS STIEGL STILLWATER ARTISANAL ALES STONE STOUDTS STRAFFE HENDRIK STROHS SUNNE
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B E E R COLU MN
A BIG YEAR
FOR CRAFT BEER
BY JACK KENNY
The numbers are in from last year, and once again the beer
industry shows solid growth in craft beer and a continuing
decline in sales among the large commercial brewers. Those
results were expected. The demographics of the U.S. beer
drinking public are dynamic today, as are movements by brewers
to position and reposition themselves for growth and profit.
Growth is always accompanied by decline, but for beer the trend
has been playing in this direction for quite a few years.
The total beer market in the U.S. increased only 0.5% last year,
and the source of that gain was the smaller brewers, who now
number well over 3,000. The Brewers Association reports that
2014 was a landmark year for its members, all of whom are craft
brewers: “For the first-time ever, craft brewers reached doubledigit (11%) volume share of the marketplace. Craft brewers
produced 22.2 million barrels, and saw an 18% rise in volume
and a 22% increase in retail dollar value over 2013. Retail
dollar value was estimated at $19.6 billion, representing
19.3% market share.”
Craft beer’s volume share of 11% is remarkable. In 2010 it was
5%. Sip on that for a while. A retail dollar value increase of 22%
in one year is cause for celebration. Analysts have no reason to
assume that beer consumption will rise in the foreseeable future.
It has declined steadily over 10 years, the result of category
competition and population change. Wine and spirits, which had
claimed 40% share of consumption five years back, have risen
to 52%.
Population is the big picture.
The 50-plus age group has
grown an average of 2.3 percent annually over five years, and now
represents 46% of those over age 20. The U.S. Census Bureau
expects that those over age 70 will make up 15.2% of drinking
age folks by 2020. “Studies, such as those by Britain’s Institute of
Alcohol Studies, have shown that alcoholic consumption tails off
as people age, suggesting that further total beer per capita declines
will continue at their recent rate (roughly 2% annually),” reports
Morningstar, an independent investment research company.
Let’s look at the Millennials, the 21 to 35 age group. That’s
where the new business is, of course, and in regions such as ours,
between Boston and New York, many of those young people
have the desire to experiment and the funds to make it happen.
The majority still purchases non-craft beer, but the number of
young folks browsing the craft aisles or ordering a craft beer at
the bar is growing. At the upper end of the population scale, it’s
rare to encounter converts to craft over the age of 55 or 60. They
certainly exist, but their numbers are small. And as mentioned
above, their consumption is lighter.
Bud Light is still the best-selling beer in the U.S., but that, too,
is feeling the bite of the changing marketplace. The big brewers
are trying to offset their slipping share by acquiring craft beer
companies and by introducing new products. Acquisition,
headlined by AB Inbev’s purchase of Goose Island and Blue
Point over the past few years, seems to be working.
AB Inbev scored a hit with its Rita series of malt-based drinks
over the past two-plus years. Though these are not beer, they
are associated with the category. It’s trying to do the same with
Johnny Appleseed Cider, and the competition on that shelf
is fierce. Now the company has come out with Oculto, a beer
flavored with pieces of Tequila barrels, and Mixx Tails, another
malt drink series supposedly tasting like famous cocktails.
Innovation to address changing demographics is a smart move.
Let’s just hope the ideas taste good enough to make sales.
ABOUT
JACK KENNY
Jack Kenny has been writing The
Beer Column for The Connecticut
Beverage Journal since 1995.
WRITE TO HIM
[email protected]
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Rhode Island - The Beverage Journal

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