Market Watch, December 2020

30 MARKET WATCH MARKETWATCHMAG COM DECEMBER 2020closely by Beam Suntorys Hornitos at 103 million cases Follow ing them are Brown Formans El Jimador and Camparis Espolòn both above 500000 cases These brands show that consumers are reaching for Tequi las aimed at both cocktails and sipping Weve shifted our strategy in that we want to grow beyond shots and Margari portfolio with Don Julio Reposado 111000 9 liter cases Añejo 139000 cases and ultra luxury release 1942 97000 cases each individually earning Impact Hot Prospect honors The four other 100 blue agave Blue Chip Tequilas are all more affordable retailing in the premium and super premium segments The largest is Proximo Spirits 1800 at 117 million cases followed 2019 BLUE CHIP SPIRITS BRANDS1 Depletions thousands of 2019 Media3 9 liter cases AACGR2 AdvertisingBrand Marketer Origin Type 2009 2019 2009 2019 millions Titos Fifth Generation American Vodka 285 8770 409 108Crown Royal4 Diageo North America Canadian Whisky 4115 6886 53 403Jack Daniels5 Brown Forman Beverages Tennessee Whiskey 4700 6631 35 317 WorldwideJim Beam6 Beam Suntory Bourbon 3115 5729 63 573Fireball Sazerac Co Flavored Canadian Whisky 50 5625 604 Svedka4 Constellation Brands Imported Vodka 2765 4550 51 80Hennessy Moët Hennessy USA Cognac 2115 3972 65 159Jameson Pernod Ricard USA Irish Whiskey 815 3723 164 62Evan Williams4 Heaven Hill Brands Bourbon 1280 2915 86 12Ketel One4 Diageo North America Imported Vodka 1845 2400 27 219Malibu4 Pernod Ricard USA Imported Rum 1605 2247 34 Patrón7 Bacardi USA Tequila 1680 2162 26 162Makers Mark8 Beam Suntory Bourbon 805 1901 90 116Platinum 7X Sazerac Co American Vodka 385 1645 156 Jose Cuervo Proximo Spirits Tequila 45 1445 415 Especial SilverBulleit Diageo North America Bourbon Rye 70 1430 352 231800 Proximo Spirits Tequila 535 1167 81 43Bombay9 Bacardi USA Imported Gin 791 1161 39 02Wild Turkey4 Campari America Bourbon 680 1150 54 14Hornitos Beam Suntory Tequila 321 1028 123 172Rémy Martin Rémy Cointreau USA Cognac 560 984 58 51Don Julio Diageo North America Tequila 170 920 184 10Woodford Reserve10 Brown Forman Beverages Bourbon 115 792 213 27 WorldwideEl Jimador Brown Forman Beverages Tequila 215 678 122 WorldwideBuchanans Diageo North America Scotch Whisky 160 550 131 18Espolòn Campari America Tequila 19 510 390 02Knob Creek Beam Suntory Bourbon 115 508 160 158 Total Blue Chip Spirits 29356 71479 93 2729 Less than 500001 Criteria a at least 500000 9 liter case depletions b at least 25 million gross margin c either i at least ten consecutive years of volume growth ii AACGR of at least 2 from 2009 to 2019 and at least eight annual increases the past ten years2 Average annual compound growth rate3 Excludes production costs merchandising and promotions4 Includes flavors5 Includes Single Barrel Winter Jack Sinatra No 27 Gold Rye and flavors excludes Country Cocktails and Gentleman Jack6 Includes Red Stag Devils Cut Jacobs Ghost and flavors7 Includes Roca Extra Añejo Gran Patrón and Limited Edition 8 Includes Makers 469 Includes Sapphire and Original10 Includes Double Oaked and RyeSource IMPACT DATABANK 2020MW1220_