EXCLUSIVE: Flavors, Higher Marques Driving DonQ’s Double-Digit GrowthApril 8, 2013
Serrallés USA’s DonQ continues to rise at double-digits in the U.S. market’s increasingly competitive rum category. According to Impact Databank, the brand rose 11% to 245,000 nine-liter cases last year, led largely by strong performances from its flavored Coconut rum and its white rum, Cristal. Serrallés USA COO John Eason says the group expects DonQ to increase its pace this year, predicting a 15% advance to 280,000 cases.
“Increased distribution in drug and grocery chains, better on-premise execution, our fall television campaign and continuing success in package stores all drove our business in 2012,” Eason says. He noted that while the brand’s biggest markets in the U.S. are Florida, New York, California, Texas, Massachusetts and Illinois, DonQ is also seeing considerable growth in Pennsylvania, New Jersey, Indiana, Nevada and North Carolina.
“Flavors and the higher marques continue to show high double-digit growth,” Eason says. DonQ’s Coconut flavor grew by 42% last year. The Cristal expression, meanwhile, was up 15%, and DonQ Añejo, which is seeing rising popularity in the mixology community, was also on the upswing. The range also includes Gold, Mojito, Pasión, Limón and the upscale Gran Añejo, which retails at $60 a bottle. The core line is priced between $13 and $16 a 750-ml., while the flavors are at around $14.
Going forward, Eason says Serrallés will continue to focus DonQ’s marketing efforts in the digital space, but will also expand the brand’s presence on TV. In addition to DonQ, Serralles USA handles the Death’s Door Spirits range, Caliché rum ($22-$25) and the recently launched Casamigos ultra-premium Tequila ($43-$50), created by actor George Clooney and nightlife entrepreneur Rande Gerber.