Market Watch, April 2016

APRIL 2016 MARKETWATCHMAG COM MARKET WATCH 53expanding from its Northeast base into California with plans to enter New Jersey and Illinois the future Lejays U S brand manager Arnaud Brachet says that in France 80 percent of crème de cassis is mixed in Kir drinks compared to less than a third in the United States Here the liqueur is more likely to be incorporated into cocktails like the El Diablo made with Tequila crème de cassis lime juice and ginger beer Other artisanal crème de cassis labels becoming popular with mixologists include Joseph Cartron 22 Gabriel Boudier 28 and Vedrenne 25 Most liqueur marketers remain devoted to their flavor lineups Pernod Ricard USAs coffee liqueur brand Kahlúa 19 a 750 ml bottle derives 85 percent of its sales from its French Vanilla flavor according to Pernod Ricard USA brand director of liqueurs Mara Washington Its portfolio includes Hazelnut Peppermint Mocha Pumpkin Spice and Cinnamon Spice variants among others The newest flavor is Salted Caramel introduced last year With so many flavors stocking them at retail can present a challenge Washington is realistic Flavors such as pumpkin and caramel are seasonal and often get stacked out on the floor but our core products go on the shelves she says Other marketers keep their lineups simple as exemplified by Bacardi USAs elderflower flavored St Germain 36 The brand has kept to a single flavor even as other elderflower liqueurs have entered the space Its list of recommended cocktails is also streamlined The most popular comprises St Germain Prosecco or another sparkling wine and soda water We promote it as the perfect brunch time drink like the Mimosa or Bellini says Bacardis vice president and managing director of gin and prestige brands Ned Duggan Heaven Hill Brands meanwhile imports Domaine de Canton ginger liqueur 30 a 750 ml bottle from France and also offers Pama pomegranate liqueur 23 Although TOP 10 LIQUEUR BRANDS IN THE UNITED STATES1 thousands of nine liter case depletions Percent Change2Rank Brand Company 2013 2014 2015 2013 2014 2014 20151 De Kuyper Beam Suntory 2254 2175 2166 35 04 2 Jägermeister Sidney Frank Importing Co 2190 1935 1765 116 883 Baileys Diageo North America 1280 1255 1217 20 304 Southern Comfort3 Sazerac Co 1186 1122 1044 54 705 Kahlúa Pernod Ricard USA 893 846 814 53 386 Hiram Walker Pernod Ricard USA 827 786 757 50 367 RumChata Agave Loco Brands 460 540 605 174 1208 Grand Marnier Moët Hennessy USA 487 487 502 309 Kinky Prestige Wine Spirits Group 425 430 428 11 0510 DiSaronno Amaretto Illva Saronno USA 415 410 410 12 Total Top Ten4 10418 9986 9708 41 28 less than 005 1 excludes flavored whiskies 2 based on unrounded data 3 acquired from Brown Forman in 2016 4 addition of columns may not agree due to rounding Source IMPACT DATABANK 2016Liqueurs have moved upscale over the years Bacardis St Germain elderflower liqueur has promoted itself as a lifestyle drink associated with throwback cocktail occasions such as New Yorks Jazz Age Lawn Party pictured left while Jägermeister features in a Negroni variation right