Exclusive: Impact’s “Hot Brands” Showcase Brown Spirits BoomMarch 9, 2017
Impact’s annual “Hot Brands” list has been revealed at this morning’s 41st Annual Impact Marketing Seminar in New York, with 27 fast-growing spirits labels earning honors.
To meet Hot Brands’ stringent criteria, spirits brands must have a minimum volume of 200,000 cases, and also represent at least one of the following: 1) an established brand with double-digit growth in each of the past three years; 2) an established brand with at least 15% growth in 2016; 3) one of the U.S. market’s top 10 spirits brands with at least 5% growth in 2016 and at least 15% aggregate growth since 2013; or 4) a significant new product.
This year’s lineup includes 27 high-flying brands across a number of spirits segments. Seven brands are new to the list this year, including entries from diverse categories like American and Irish whiskey, premixed cocktails, Tequila and flavored brandy. The breadth of this year’s spirits Hot Brands roster highlights the rapidly evolving development of new consumer preferences across the U.S. market.
Ten whiskies overall made the list, leaving no doubt that brown spirits continue to seize consumers’ attention. American whiskey is present with five Hot Brands, ranging from behemoths like Beam Suntory’s Jim Beam at 4.6 million cases to smaller super-premium jewels like Brown-Forman’s Woodford Reserve at nearly 450,000 cases. Diageo’s Crown Royal Canadian whisky remains the largest spirits Hot Brand, with 2016 volume of more than 5.5 million cases, propelled by its fast-expanding Apple offering.
Vodka also remains a formidable presence with six brands represented, with E.&J. Gallo’s New Amsterdam the largest among them at 5 million cases. Fellow vodka Hot Brand Tito’s, meanwhile, reached 3.7 million cases last year, and Diageo’s 1.9-million-case Cîroc label also made the grade. While whisk(e)y and vodka make up more than half of spirits’ Hot Brands this year, Tequila, premixed cocktails, Cognac, brandy and gin also fielded entries.
The full report on Hot Brands for both spirits and wine appears in the March 1&15 issue of Impact. Beer’s Hot Brands will be announced in the July 1 edition.Subscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.