Constellation, Diageo Loom Large On Impact’s “Blue Chip Brands” ListOctober 13, 2014
In a business where so many products are seemingly here one day and gone the next, Impact’s “Blue Chip Brands” have not only stood the test of time, but also grown stronger over the years. The 53 brands from across the spirits, wine and beer categories that earned a spot on this prestigious list did so by achieving consistent growth amid some of the most challenging and competitive conditions in decades.
Calling Blue Chip criteria stringent would be an understatement. Making the grade, after all, requires brands to achieve sustained expansion (all honorees have recorded at least 10 consecutive years of volume growth or an average annual compound growth rate of at least 1% from 2003-2013 while garnering increases in at least eight of those 10 years) and generate eye-catching profits (Blue Chip winners generated gross margins of at least $25 million in 2013).
Given the requirements, the Blue Chip list is an extremely hard one to crack, but this year’s edition features eight brands that weren’t on last year’s roster. Some, such as Cîroc, were newcomers, while others, like Coors Light, returned to the list after an absence.
Remarkably, the portfolios of Constellation Brands and Diageo collectively account for nearly one-third of the latest edition of Blue Chip Brands. Constellation leads the way with 10: Svedka, Woodbridge, Black Box, Estancia, Ruffino, Kim Crawford, Simi, Modelo Especial, Corona Light and Pacifico. Meanwhile, Diageo’s honorees include Smirnoff, Captain Morgan, Crown Royal, Ketel One, Cîroc, Johnnie Walker and Guinness.
Each Blue Chip Brand may have a different story to tell, but their consistent success both unites them and sets them apart from the crowd. They are, in short, the stars of the industry.
The full Blue Chip Brands list, with data and analysis, appears in the October 1 issue of Impact.
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