Market Watch, November 2019
NOVEMBER 2019 MARKETWATCHMAG COM MARKET WATCH 65Like other categories Canadian whiskies have gravitated away from age statements over the past decade There are some market experts who believe the industry ought to reverse course Sazeracs 375 Park Avenue Spirits division markets commemorating a battle in Canada during the War of 1812 Its priced at 75 with a mere 50 cases offered to the U S Sean Yelle Camparis category director for dark spirits believes that Canadian whisky is losing share to both Bour bon and Irish whiskies Theres nothing wrong with the qual ity of Canadian whisky its just that the Bourbon marketers are making a lot more noise he says In a crowded field theyre the hot category at the moment Varied StrategiesBut others continue to promote Canadian whisky Brown Forman is pushing a marketing campaign entitled whisky made easy for its Canadian Mist brand which is trumpeted mostly on platforms like Hulu and Pinterest where simplified recipes for Old Fashioneds and Manhattans are posted Theres been a renaissance of people wanting to make great cocktails with Bourbon says senior brand and integration manager Dallas Cheatham But we think there are just as many people who want something less complicated Hes staking the future of Canadian Mist 13 a 750 ml on the rollout of more small size bottles ranging from 50 ml to 375 ml Sazerac Co s Canadian whisky lineup includes labels like Rich Rare Canadian Hunter and Northern Lights some priced for as little as 8 a 750 ml How does Sazerac keep its prices so low Like others weve stayed the course on our pricing says senior marketing director Kevin Richard In this category a price increase is a dangerous decision You run the risk of forgo ing volume Canadian whisky may be experiencing declining sales but within that we dont want to give up market share CANADIAN WHISKY CONSUMPTIONIN THE U S 1973 2018 millions of 9 liter case depletions Calendar Years Excludes flavors Source IMPACT DATABANK 2019 12141618202224 18 13 08 03 98 93 88 83 78 73A lack of enthusiasm among U S consumers is causing producers including players such as Campari Americas Forty Creek tasting room pictured to cut back on exports Forty Creek sent only 50 9 liter cases of its recently released Victory expression to the U S
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