Market Watch, April 2018
mw Theres much to take away from this years Hot Brands list and its always an interesting exercise to see where the fastest growing brands are taking us This year there are 31 spirits Hot Brand winners accounting for 399 million cases Whiskies had the biggest volume presence with 16 million cases across ten brands Given all the buzz surrounding whiskies these days thats hardly a surprise but its certainly compelling to see it play out in the data Vodka meanwhile remains very much in the game In fact the two biggest spirits Hot Brands Titos and New Amsterdam are vodkas Four other vodkas also made the list bringing vodkas total to 14 million cases not so far behind those red hot whiskies And whats this Tequila now has 11 of the 31 brands in the spirits Hot Brands rankings more than any other spirits category even whiskies Combined Tequilas and whiskies comprise more than two thirds of the brand winners While the Tequila brands show strength in numbers their total volume still accounts for only around 4 million cases well behind the vodkas and whiskies Nevertheless every one of those 11 Tequila Hot Brands has strong equity and is supported by powerful marketing and distribution companies paving the way for more growth ahead Among domestic wines its very much about the competitive dynamic with 12 brands making their debut and numerous long time winners displaced Among imports the Old World is back with Italy and France accounting for more than half of the winners Wines two biggest players continue to dominate E J Gallo counts nine Hot Brand awards this year while Constellation has five No one else on the list comes close Elsewhere in the issue we profile top New Jersey retailer Garys Wine Marketplace and head down south of the border to investigate mezcal Tequilas fast rising cousin And dont miss our market update on the wines of Argentina which is pushing hard to diversify beyond Malbec Enjoy the issue Marvin R Shanken EDITORIAL A Wealth Of Trends APRIL 2018 MARKETW ATCHMAG COM MARKET WATCH 9
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