EXCLUSIVE: White Rock’s Coulombe Discusses Pinnacle Phenomenon
Lewiston, Maine-based White Rock Distilleries has risen to the fore as one of the U.S. spirits market’s top brand innovators, particularly in vodka. After selling its fast-growing Three Olives vodka to Proximo Spirits in 2007, it quickly reloaded with a new vodka label, Pinnacle, sourced from France and selling for $14 a bottle, down a price tier from Three Olives. Pinnacle grew from 265,000 cases in 2008 to 1.4 million cases in 2010. But last year it nearly doubled to 2.7 million cases—according to Impact Databank—riding the wave created by its Whipped flavor extension. Launched midway through 2010, Pinnacle Whipped, at 750,000 cases in 2011, is already the largest-selling flavored vodka in the U.S. (adding offshoots Cherry Whipped, Orange Whipped, Key Lime Whipped and Chocolate Whipped, the line had volume of around 1 million cases last year). Shanken News Daily recently spoke with White Rock CEO Paul Coulombe to get his take on the company’s progress and plans for the future. Continue reading →
Posted in News on January 5, 2012
