Market Watch, January 2020
36 MARKET WATCH MARKETWATCHMAG COM JANUARY FEBRUARY 2020managers and turn them on to the craftsmanship of the product he says And then when they believe in it thats when theyre going to take the opportunity to hand sell it to guests But brandy does have a deep history in the mixology community used as the base in clas sic cocktails like the Sidecar and the Metro politan Ezra Star mixologist at Drink in Boston says shes seen an increase in those types of drinks lately Then guests will ask for innovations based on them taking those rounded flavors and moving them forward with more modern ingredients Star says Her Tour de Luce cocktail 14 features Lairds Bonded apple brandy mixed with Palo Cortado Sherry Success At The BarFor a category thats been an almost entirely off premise play for decades American brandys revival is surprisingly strong at the bar with craft labels especially seeing success American brandy presents a rare opportunity to have more fruit driven cocktails with complexity and depth says Starlights Chris tian Huber And the educational responsibility of that lies with the bar staff who are playing with brandy and figuring out how to use it Bartenders certainly seem to be the instructive force behind the spirit Theyre our biggest allies Neversinks Rabino says They play a big role in explaining to the public what brandy is Brandon Guidry general manager of recently opened steakhouse Bull Butterfly in Los Angeles concurs Producers and distributors form relationships with beverage directors and bar TOP FOUR AMERICAN BRANDY BRANDSIN THE U S 1990 vs 2019E share of 1990 vs 2019E depletions 51 million 9 liter cases 100 E J 44 Christian Brothers 22 PaulMasson 4 OtherBrands22 Korbel 8 81 million 9 liter cases 100 19902019ESource IMPACT DATABANK 2020E J 47 ChristianBrothers 14 Paul Masson 25 OtherBrands11 Korbel 3 Finger Lakes Distilling harvest top makes its brandies from fruit grown in upstate New York Most craft labels perform well in the on premise but big names like E J still see more success at retailers such as Colorado based Jewetts Liquor brandy shelves above
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