“The brand’s success off-premise was strengthened by variants within its rye portfolio – the introduction of Knob Creek Single Barrel Rye and the limited releases of Cask Strength Rye and Twice Barreled Rye.” Cordials, Liqueurs and Flavorįlavored spirits continue to drive sales, and while exotic flavors that were all the rage a decade ago haven’t come back yet, traditional flavors are doing very well. “The award-winning Knob Creek Rye continued to stand out as a bartender favorite for classic whiskey cocktails like the Old Fashioned,” says VP of Whiskey for Beam Suntory Rob Mason. The original brand was an Established Growth winner for its 450,000 cases sold in 2018, and has seen its portfolio of expressions grow over the years. “It’s a bold and spicy spirit that’s versatile and stands up nicely in classic cocktails.”īeam Suntory’s Knob Creek has also benefited from a rye variant within its portfolio. “We’re benefiting from rye’s recent resurgence and adoption from consumers and bartenders,” Jansen says. Jack Daniel’s Tennessee Rye Public Relations Director Svend Jansen calls the rye category “very hot.” Tennessee Rye was a rising star this year, rising nearly 10% to 35,000 cases in its second year. Within the larger whiskey category, rye has stood out as a bright spot to watch in coming years. “With initiatives such as the Purple Bag Project, which aims to send 1 million care packages to troops serving overseas and those affected by national disasters by 2020, as well as the Crown Royal Water Break, a movement that encourages responsible game day consumption, we resonate with consumers through our generosity and social responsibility.” “Consumers want to feel good about the brands they support, and brands are expected to contribute to the greater good in society,” says Brand Director Nicky Heckles. The brand was an Established Growth winner once again, with nearly 6.3 million cases sold. One of the highest-selling brands on this year’s list of winners, Diageo’s Crown Royal, has continued to expand its portfolio of flavors and expressions, as well as its charitable giving. We celebrated the features of these cities with local food vendors, brewery partners and local musicians.”
“The events support Keep America Beautiful, with the tour kicking off in San Diego and continuing to Austin and Nashville. “Last year Jameson launched the ‘Love Thy Neighborhood Block Party,’ a program that gives back to local communities across the country,” says VP Paul Di Vito. Irish category leader Jameson, which entered the Growth Brands Hall of Fame last year, is a Fast Track winner again this year, with nearly 3.5 million cases sold. We’ve seen a decade of double-digit growth and there are no signs of anything slowing down.” “Consumers are becoming more engaged with an increasingly accessible Irish category as it opens its doors to new audiences, occasions and rituals. The William Grant & Sons brand was a Fast Track winner this year for its nearly 20% growth.
“We see consumers drinking across categories in whiskey, particularly in social occasions,” says Tullamore DEW Brand Manager Conor Neville. New brands are entering the market, existing brands are branching out with new expressions, aging processes and finishes, and consumers just can’t get enough. You can’t talk about growth within the spirits industry without emphasizing how much whiskey brands are expanding. » Comeback Brands are previous winners that have rebounded in sales to at least their previous winning level, following a recent decline.
» Fast Track Brands are at least five years old, and have exceeded 100,000 9-liter cases sold in 2018, with double-digit growth in each of the last three years. » Rising Stars are less than five years old and have grown each year of their existence, reaching at least 20,000 9-liter cases in 2018. They have also grown sales over each of the last three years. » Established Growth Brands are top sellers in their category, at least five years old, and moved a minimum of 400,000 9-liter cases in 2018. The Beverage Information & Insights Group (research arm of Beverage Dynamics) selected this year’s winners using the following criteria, based on brands’ projected case sales for the 2018 calendar year:
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