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High-End Whiskies, Tequilas Lead Impact’s “Hot Prospect” Spirits

September 16, 2013

Upscale whiskies and Tequilas are the best-performing players the U.S. spirits market right now, and Impact’s latest “Hot Prospects” list is strong evidence of that trend. Six whiskies from across the Bourbon, Canadian, Irish and Scotch categories, as well as two moonshines, earned Hot Prospect awards this year, and five Tequilas are on the list. Most average more than $20 a 750-ml. at retail, and some of them far exceed that price point.

Hot Prospect winners from the whisk(e)y category this year include Bourbons Knob Creek and Devil’s Cut from Beam Inc. and Woodford Reserve from Brown-Forman, Canadian whisky Pendleton from Hood River Distillers, Irish whiskey Tullamore Dew from William Grant & Sons and single malt Scotch Glenmorangie from Moët Hennessy, as well as moonshines Junior Johnson Midnight Moon from Piedmont Distillers and the namesake brand of Ole Smoky Distillery. Tequilas on the Hot Prospect roster include William Grant’s Milagro, Proximo’s Zarco, Brown-Forman’s Herradura, Heaven Hill’s Lunazul and Campari America’s Espolon.

To qualify as Hot Prospects, brands must have posted 15% depletions growth or more in 2012 while also showing consistent growth in 2010 and 2011. Volumes must be at least 50,000 cases but not more than 200,000 cases. New products can also qualify as Hot Prospects if they pass the 50,000-case mark in their first year.

In addition to Tequila and whisk(e)y, four liqueurs met those criteria—Patrón XO Café, Heaven Hill’s Evan Williams Honey Reserve, Bacardi’s St-Germain and Campari—as did four vodkas, Beam’s Pucker and Skinnygirl, McCormick Distilling’s 360 and Proximo’s Hangar One. Three rums were recognized—Bacardi OakHeart, Castle Brands’ Gosling’s and Heaven Hill’s Blackheart—as were one gin, William Grant’s Hendrick’s, and one cocktail, Independent Distillers’ Twisted Shotz.

For brand data and an analysis of Impact’s spirits Hot Prospects, see Impact’s September 1&15 issue.

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