US: Vodka still cream of US crop - figures
Vodka took eight of the 22 spots on Impact magazine's Hot Brands list
New dessert flavours have boosted vodka's continung popularity in the US spirits market, while whiskey's resurgence continues unabated, according to an analyst's study of the country's fastest-growing spirits brands.
Vodka takes up eight of the 22 spots on this year's Impact magazine Hot Brands report, according to a note from Bernstein Research today (7 June). The annual list highlights the top-performing brands based on volume sales, with only high-growth brands included.
Senior Bernstein analyst Trevor Stirling said that second-place Pinnacle Vodka's Whipped line has enjoyed “tremendous success”, and has since been followed by Smirnoff's and UV Vodka's own dessert ranges.
Pinnacle's 93% volume growth between 2010 and 2011 was the highest of all the vodka brands on the Impact list, although Constellation's Svedka Vodka brand sold more overall.
However, Svedka's popularity has shown signs of slowing, Stirling warned, with growth last year down to 10.5%, from 19% the year before and 31% in 2008 to 2009.
Stirling said whisk(e)y is enjoying a renaissance in the US, thanks to young “hipsters” who have embraced the drink. Seven of the 22 brands on the latest list are whisk(e)y.
Stirling said Jameson and Maker's Mark are showing exceptional growth, with 29% and 15% volume growth respectively in 2011.
Young people have also been attracted by sweeter new flavours, including 18th-placed Red Stag, which grew volume by 58% last year, and 16th-placed Jack Daniels Tennessee Honey, a new entry on the list.
Another successful newcomer is Beam Inc's Skinnygirl and its range of lower-calorie RTD cocktails. Skinnygirl took 11th spot on the Impact list, with volume growth of 550%, compared to 1,700% the year before.
Stirling said Skinnygirl is in the vanguard of a new drinks genre.
“Following the success of Skinnygirl, we are seeing other companies introduce similar low-calorie, female targeted products, i.e. brands like Ivana B. Skinny,” Stirling said. “These brands are examples of the shifting focus towards women and we are seeing similar trends in beer and wine.”
To be included in Impact's Hot Brands list, brands must have double-digit growth in 2009, 2010 and 2011, with at least 15% growth in 2010-11 and have a minimum volume requirement of 200,000 cases in 2011.
The wine category is, to put it tactfully, different in many ways. No more so than when it comes to its relationship with the environment. Part one of this month's four-part briefing on environmental ...
Part two of this four-part management briefing on environmental sustainability in the wine sector looks at how the larger players play their part. ...
The penultimate part of this management briefing, which looks at environmental sustainability in the wine sector, looks at how the wine companies are pulling together to soften their collective footpr...
Last week we ran the first part of an exclusive interview with Constellation Brands' CEO Rob Sands. In this second and final part here, Sands discusses the group's spirits portfolio, its pending move ...
The current CEO of Constellation Brands, Rob Sands, is only the group's third boss in its 67-year history - and he's been with the firm for 26 years. Clearly, then, he'll know a things or two about th...
Just over six months after Troy Christensen assumed the position of CEO for Constellation Europe, I was granted an audience with him. We met in London in the summer of 2007 and, after three different ...
A new whiskey distillery in Ireland - the first in 47 years - is set to officially start production this week. ...
- Are we kidding ourselves over craft spirits?
- What's behind Brown-Forman's Irish whiskey plans?
- Is Brown-Forman doing a Jack Daniel's in Ireland?
- How good a sustainability fit are ABI and SAB?
- Interview - Heineken global activation director
- Diageo, Treasury Wine Estates quiet on wine sale
- Chandon to become "third pillar brand" for MH
- Brown-Forman silent on Southern Comfort report
- Pay freeze anger threatens Carlsberg UK site
- Stoli appoints international marketing director
- The IWSR Duty Free/Travel Retail Report 2015
- Future growth opportunities for global spirits
- Global gin insights - market data, product innovation and consumer trends research
- Global non-Scotch whiskies insights - market forecasts, product innovation and consumer trends research
- Global Scotch whisky insights - market forecasts, product innovation and consumer trends research