Market Watch, November 2019
64 MARKET WATCH MARKETWATCHMAG COM NOVEMBER 2019sold out quickly In the U S Farran currently sells Eau Claire Parlour gin for around 30 and plans to launch the whiskies to limited American markets beginning in 2020 As president of the Alberta Craft Distillers Association he expects plenty of competition The roster of craft spirits makers in the prov ince has grown from five just three years ago to a current total of 32 I think that number will keep growing Farran says Some new craft names are choosing to stay out of the U S market for now Last Mountain Distillery in Saskatchewan for example is making a red wine barrel aged whisky priced at C 55 42 and a single cask wheat whisky at the same price Co founder Colin Schmidt has started exporting to China and India People in Asia have been asking for our whisky Schmidt says Nobody in the U S is reaching out Even bigger marketers are shipping limited volumes to the U S This autumn Campari America issued a new release from its Forty Creek distillery called Forty Creek Victory LEADING FLAVORED CANADIAN WHISKY BRANDS IN THE U S thousands of 9 liter case depletions Percent Change1Brand Importer 2015 2016 2017 2018 2017 2018Fireball Sazerac Co 4375 4615 4915 5210 60 Crown Royal Regal Apple Diageo North America 1250 1278 1395 1542 105Crown Royal Vanilla Diageo North America 286 412 405 16Black Velvet23 Heaven Hill Brands 185 180 180 185 25Crown Royal Salted Caramel Diageo North America 50 123 Revel Stoke4 Phillips Distilling Co 44 58 56 55 16 Total Leading Flavored5 5853 6417 7007 7519 73 1 Based on unrounded data2 Includes Toasted Caramel and Cinnamon Rush3 Acquired from Constellation Brands in August 20194 Includes a small amount of non flavored Canadian whisky5 Addition of columns may not agree due to rounding Source IMPACT DATABANK 2018LEADING PREMIUM PLUS CANADIAN WHISKY BRANDS IN THE U S 1 thousands of 9 liter case depletions Percent Change2Brand Importer 2015 2016 2017 2018 2017 2018Crown Royal Deluxe Diageo North America 3669 3725 3815 3760 14 Pendleton Proximo Spirits 224 251 278 310 115Crown Royal Black Diageo North America 220 199 195 191 18Crown Royal Blenders Mash Diageo North America 3 76 Crown Royal Reserve Diageo North America 70 65 64 64 01Forty Creek Campari America 68 65 47 46 21Crown Royal XO Diageo North America 36 25 34 41 212 Total Leading Premium Plus3 4288 4329 4436 4489 12 1 At least 20 a 750 ml 2 Based on unrounded data3 Addition of columns may not agree due to rounding Source IMPACT DATABANK 2018Despite sluggish trends Heaven Hills 266 million acquisition of Black Velvet bottling line pictured highlights the categorys upside
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