Technomic, Inc., 2013, Fast 50 Adult Beverage Brands Executive Report

Transcription

1 Executive Report

2 Technomic, Inc. believes that its sources of information are reliable but does not assume any liability for the accuracy or comprehensiveness of the information published. No part of the publication may be reprinted, redistributed or put into an electronic or information retrieval system without prior permission of Technomic. Technomic, Inc. 300 South Riverside Plaza Suite 1200 Chicago, Illinois technomic.com

3 Table of Contents Executive Summary & Methodology Introduction... 2 Methodology... 2 About Technomic... 3 Company Contact... 3 Fast 50 Adult Beverage Brands Fast 50 Spirits Brands... 5 Exhibit 1: Fast 50 Spirits Brands* Ranked by 2012 Growth Rate (000s of 9-liter cases)... 5 Fast 50 Wine Brands... 6 Exhibit 2: Fast 50 Wine Brands* Ranked by 2012 Growth Rate (000s of 9-liter cases)... 6 Fast 50 Beer Brands... 7 Exhibit 3: Fast 50 Beer Brands* Ranked by 2012 Growth Rate (000s of 2.25-gallon cases)... 7

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5 Executive Summary & Methodology

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7 Introduction The adult beverage business is driven by product innovation, and identifying the next wave of successful brands is crucial to understanding industry trends. Through analysis of our spirits, wine and beer database, including the New Product Tracker and the Trends in Adult Beverage reports, Technomic has identified 50 emerging and established adult beverage brands. Not only did they achieve significant volume growth in 2012, but they are positioned for ongoing growth and are therefore setting the course for the future of the industry. The 2013 roster includes 23 spirits brands, 14 wine brands and 13 beer brands. The 2013 Fast 50 brands each achieved notable volume gains in However, additional criteria that likely will contribute to each brand s ongoing growth also were examined. The Fast 50 are spirits, wine and beer brands that are: Innovative they tap into or create a new trend in flavor, formulation, production, packaging or delivery format. Strategically positioned and strongly supported their supplier go-to-market program sets up the brand for success. Connecting with consumers they deliver on key attributes of importance to today s adult beverage consumers. Achieving significant growth they recorded double-digit percent year-over-year volume gain. Methodology The 2013 Fast 50 brands were selected based on a combination of volume performance metrics analysis, an examination of key brand attributes and a review of the supplier/marketer s strategy and support for the brand. The methodology for developing the Fast 50 involved analysis of Technomic s adult beverage database, which includes more than 1,000 spirits brands, 1,500 wine brands and 300 beer brands. In addition, brand marketers were invited to submit their brands for consideration through outreach via The Tasting Panel magazine. Other primary sources were Technomic s MenuMonitor and the Technomic Trends in Adult Beverage reports. Secondary research was conducted using third-party resources such as syndicated information and industry publications and associations as well as discussions with various members of supplier, retail and on-premise organizations. The criteria for selecting the Fast 50 include the following: Brand must have been on the market for all of 2012, or if launched in 2012 must have achieved such significant volume as to warrant consideration. Distribution may be regional or national. Owner may be a major company or a smaller or recently formed organization. Brand must demonstrate distinct positioning in the marketplace and clear points of differentiation (flavor, packaging, production, etc.). Brand must demonstrate strong engagement with consumers as well as with on- and off-premise beverage professionals. Brand must enjoy strong marketing, promotion and distribution support from suppliers and wholesalers. Brand must have achieved double-digit year-over-year percentage growth in 2011 and Spirits brands must achieve a minimum of 20,000 but no more than 950,000 9-liter cases in Fierce Five spirits brands must be boutique, artisan or niche brands with volume less than 10,000 9-liter cases that achieved notable gains in Wine brands must have achieved a minimum of 25,000 but no more than 500,000 9-liter cases in Beer brands must achieve a minimum of 500,000 but fewer than 50,000, gallon cases in

8 About Technomic For over 45 years, Technomic, Inc. has provided food, beverage and foodservice clients with the research, insights and strategic consulting support they need to enhance their business strategies, decisions and results. Its services include category and channel analyses, customer satisfaction studies, opportunity assessments, benchmarking programs and brand equity enhancement. Technomic s market research branch has been tracking the foodservice industry since 1970, providing industry intelligence, forecasts, data, training support and consumer insights to manufacturers, operators, distributors and others allied to the field. Our numerous publications and digital products quick-read newsletters, analytical annual reports, training handbooks, sales guides, restaurant chain profiles and searchable consumer data help industry leaders keep a finger on the pulse of the entire foodservice industry. Additionally, the company releases an annual report on the performance of the Top 500 U.S. chain restaurants by sales those organizations that constitute the top of the pyramid in domestic sales. Our reports have set the standard for tracking the chain restaurant industry and are widely recognized as the most authoritative source of industry data. Company Contact If you have questions or concerns regarding this report, please contact Donna Hood Crecca, Senior Director, Technomic Adult Beverage Resource Group, at or dcrecca@technomic.com. 3

9 Fast 50 Adult Beverage Brands

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11 Fast 50 Spirits Brands Exhibit 1: Fast 50 Spirits Brands* Ranked by 2012 Growth Rate (000s of 9-liter cases) Name U.S. Launch Category Supplier Volume Volume % Change 2012 % Change Adult Chocolate Milk 2010 Cordial and Liqueur Deutsch Family Wine & Spirits % New Amsterdam Vodka 2011 Vodka Domestic E & J Gallo Aperol 2006 Cordial and Liqueur Palm Bay International Importers % Bacardi OakHeart 2011 Rum Bacardi USA Fireball Cinnamon Whisky 2007 Canadian Whisky Sazerac Jack Daniel s Tennessee Honey 2011 Cordial and Liqueur Brown-Forman Beverage Co Voli 2011 Vodka Imported Palm Bay International Importers The Kraken 2010 Rum Proximo Spirits VeeV 2007 Cordial and Liqueur VeeV Spirits Tito s Handmade 1997 Vodka Domestic Fifth Generation Patron XO Café 1992 Cordial and Liqueur Patron Spirits Co Bulleit Bourbon 1999 Red Stag by Jim Beam 2009 Straight American Whiskey Straight American Whiskey Diageo Beam Inc Pendleton Whisky 2003 Canadian Whisky Hood River Distillers Vesica 2010 Vodka Imported Adamba Imports St. Germain 2007 Cordial and Liqueur Bacardi USA Sailor Jerry 2000 Rum Glenfiddich 1964 Scotch Single Malt William Grant & Sons William Grant & Sons Fierce Five Spirits** Ventura Limoncello 2008 Cordial and Liqueur Ventura Limoncello % % Purity Vodka 2009 Vodka Imported Purity Vodka Inc Hudson Whiskey 2006 Straight American Whiskey William Grant & Sons Pisco Porton 2010 Brandy Pisco Pisco Porton LLC Sammy s Beach Bar Rum 2011 Rum LeVecke Corp. 5 *Volume Criteria: Double-digit percent gain and volume more than 20,000 but fewer than 950,000 9-liter cases in 2012 **Volume Criteria: Boutique, artisan or niche brand with volume fewer than 10,000 9-liter cases but achieving notable gains in 2012 Source: Technomic Inc

12 Fast 50 Wine Brands Exhibit 2: Fast 50 Wine Brands* Ranked by 2012 Growth Rate (000s of 9-liter cases) Name U.S. Launch Category Supplier Volume Volume % Change 2012 % Change HandCraft 2011 Table Domestic DFV Wines ,000.0% The Dreaming Tree 2011 Table Domestic Constellation Wines Primal Roots 2011 Table Domestic Constellation Wines La Marca 2009 Sparkling Imported E & J Gallo % Backhouse 2010 Table Domestic Cecchetti Wine Co Allure Bubbly 2011 Sparkling Domestic Lolailo Sangria 2003 Table Wine Specialty Triad Wine Co./Bronco Wine Biagio Cru & Estate Wines Simply Naked 2011 Table Domestic Constellation Wines Cellars 2009 Table Domestic Latitude Beverage Oyster Bay 2004 Table Imported Oyster Bay Wines USA Bartenura 1997 Sparkling and Table Imported Royal Wine Corp Murrieta s Well 1990 Table Domestic entwine 2011 Table Domestic Wente Family Estates Wente Family Estates Pairing Collection 2011 Table Domestic B&G Patriarche 27 *Volume Criteria: Double-digit percent gain and volume more than 25,000 but less than 500,000 9-liter cases in 2012 Source: Technomic Inc.,

13 Fast 50 Beer Brands Exhibit 3: Fast 50 Beer Brands* Ranked by 2012 Growth Rate (000s of 2.25-gallon cases) Name U.S. Launch Category Supplier Volume Volume % Change 2012 % Change Angry Orchard 2011 Cider Boston Beer 500 1, % Yuengling Light 2001 Craft D. G. Yuengling & Son Inc. 4,750 5, % 7, Crispin 2008 Cider MillerCoors Torpedo Extra IPA 2009 Craft Sierra Nevada Brewing 1,375 1, , Twisted Tea 2001 Flavored Malt Beverage Boston Beer 2,100 2, % 3, Dos Equis Lager 1986 Imported Heineken USA 13,000 15, , Dale s Pale Ale 2002 Craft Oskar Blues Modelo Especial 1990 Imported Crown Imports 30,750 35, , Pabst Blue Ribbon 1844 Value Mainstream Domestic Pabst Brewing Company 27,500 30, , Blue Moon 1995 Super-Premium Mainstream Domestic MillerCoors/Tenth and Blake 17,200 21, , Jacob Leinenkugel 1867 Craft Tenth and Blake/MillerCoors 6,700 7, , Michelob ULTRA Light Cider 2012** Cider AB InBev 1,000 Bud Light Platinum 2012*** Domestic Light AB InBev 20,000 *Volume Criteria: Double-digit percent gain and volume more than 500,000 but less than 50,000,000 cases in 2012 **Exception to the full-year 2012 distribution criteria; allowance made due to reaching 1 million cases in 6.5 months on the market ***National launch in January 2012 Source: Technomic Inc.,