Market Watch, December 2020
ILLUSTRATION BY JOSSDIM GETTY IMAGESEach year Impact Databank recognizes the drinks industrys best long term performers with its Blue Chip Brands list To earn honors brands must show a run of at least ten consecutive years of volume growth or average annual compound growth of at least 1 for malt beverages 15 for wine and 2 for spirits from 2009 through 2019 with positive growth in at least eight of those ten years In addition the brands must have maintained gross margins of at least 25 million last year A total of 27 spirits brands earned Blue Chip honors including five new winners joining the returning awardees Whiskies once again are the largest general category with 12 winners spread across Bourbon Irish Canadian Scotch and flavored segments The Blue Chip whiskies range from some of the biggest brands in the U S Jack Daniels and Fireball for example to rising representatives from the ascendant super premium tier like Knob Creek and Wood ford Reserve Tequila is the second most represented category among the Blue Chip brands with seven winners and two Impact Databanks longest running brand success stories continue to shineBY SHANE ENGLISH JULIA HIGGINS AND DANNY SULLIVANBlue Chip Brands28 MARKET WATCH MARKETWATCHMAG COM DECEMBER 2020MW1220_
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