Market Watch, December 2020
mwAs we close out the year our cover story features a subject thats very topical indeed our Blue Chip Brands survey which looks at the truly long term players in the drinks business Weve been tracking our Blue Chips every year since 2002 and the list always offers some of the most important data we release Thats particularly true this year as we seek perspective and look to the road ahead after all the difficulties weve encountered The Blue Chips show the industry stars that are in it for the long haul Some have been on the scene for just a couple of decades but many others have much longer histories having endured through wars depressions and other crises that threatened their very existence They navigated through every storm and are still here today taking their places as stars of the industry Their success puts our current situation into focus and shows that the long game is what its all about Speaking of endurance this issue brings you up to speed on the Cognac category which boasts some of the oldest most historic brands in the business But Cognacs success is a lot more than an ancient history lesson In an industry where the buzz has been dominated by whiskies lately Cognac arguably has been the markets most dynamic brown spirit in recent times led by Hennessy whose success is a long running story We also have an update on imported vodka looking at a category that continues to recalibrate its image with a focus on craft and quality Elsewhere in this issue we look at Gerber Group one of the most innovative and pioneering on premise operators in the market While its taken blows from Covid 19 the company still looks ready to take on the world And our Mixology feature focuses on liqueurs where brands large and small are sprucing up cocktails and helping to create more business for everyone Enjoy the issue Marvin R ShankenEDITORIALThrough Every StormDECEMBER 2020 MARKETWATCHMAG COM MARKET WATCH 9MW1220_
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