Market Watch, November 2019

NOVEMBER 2019 MARKETWATCHMAG COM MARKET WATCH 83summer the brand released Mini Meisters 20 ml bottles of Jäger meister packaged in 10 packs and retailing at 10 The brand also released the Coolpack a 375 ml plastic bottle retailing at 13 and designed for taking on the go this past spring Kahlúa has also incorporated alternative packing into the mix launching its Espresso Style Martini RTD cocktail 12 a 4 pack of 200 ml cans earlier this year The 45 abv offering blends Kahlúa with coffee and vodka We saw interest in both the on and off premise so we decided to marry the two says Gorczyca Each can has a smart nitrogen widget that forces bubbles to the surface as soon as its opened to form a creamy foam Also in 2015 RumChata 22 a 750 ml released its MiniChatas 25 ml RumChata creamer cups sold in a 15 pack box 13 Seasonal occasions help cream and coffee based products main tain their status as leaders at the retail level During the holidays their sales surge as people mix rich cocktails like the Mudslide White Russian Espresso Martini and spiked hot chocolate or coffee Larue confirms that most of ABCs liqueur sales are holi day purchases When Christmas hits everybody comes in to grab a cream liqueur because thats their tradition he explains Innovation MovesThe established liqueur brands are much more focused on inno vation to attract new consumers while maintaining brand loyalty Jägermeister which saw depletions of more than 15 million cases last year has been embracing alternative packaging Last TOP TEN PREMIUM PLUS LIQUEURS BRANDS IN THE U S 1 thousands of 9 liter case depletions Percent Change2 Rank Brand Company Origin 2005 2010 2015 2016 2017 2018 2017 2018 1 Jägermeister Mast Jägermeister US Germany 2300 2630 1767 1686 1656 1540 70 2 Baileys Diageo North America Ireland 1280 1305 1262 1274 1351 1409 42 3 Kahlúa Pernod Ricard USA Mexico 1255 1000 820 810 788 792 05 4 Grand Marnier Campari America France 530 475 485 488 516 522 12 5 RumChata Agave Loco Brands Domestic 17 525 500 500 465 70 6 Kinky Prestige Beverage Group Domestic 428 417 425 427 05 7 Disaronno Illva Saronno USA Italy 320 380 410 380 390 405 40 8 Hpnotiq Heaven Hill Brands France 555 419 333 335 336 342 18 9 Rumple Minze Diageo North America Germany 230 295 281 291 297 302 17 10 Cointreau Rémy Cointreau USA France 260 210 250 255 261 265 15 Total Top Ten Premium Plus3 6730 6731 6561 6436 6519 6469 08 1 At least 15 a 750 ml 2 Based on unrounded data3 Addition of columns may not agree due to rounding Source IMPACT DATABANK 2019TOP TEN LIQUEURS BRANDS IN THE U S 1 thousands of 9 liter case depletions Percent Change2 Rank Brand3 Company Origin 2005 2010 2015 2016 2017 2018 2017 2018 1 DeKuyper Beam Suntory Domestic 2780 2445 2166 2108 2059 2050 04 2 Jägermeister Mast Jägermeister US Germany 2300 2630 1767 1686 1656 1540 70 3 Baileys Diageo North America Ireland 1280 1305 1262 1274 1351 1409 42 4 Kahlúa Pernod Ricard USA Mexico 1255 1000 820 810 788 792 05 5 Hiram Walker Pernod Ricard USA Domestic 1015 890 758 726 678 647 46 6 Grand Marnier Campari America France 530 475 485 488 516 522 12 7 E J Flavored Brandy E J Distillers Domestic 140 420 500 500 8 RumChata Agave Loco Brands Domestic 17 525 500 500 465 70 9 Kinky Prestige Beverage Group Domestic 428 417 425 427 05 10 Disaronno Illva Saronno USA Italy 320 380 410 380 390 405 40 Total Top Ten4 9480 9142 8762 8809 8862 8756 12 1 Excludes flavored whiskies2 Based on unrounded data3 Includes flavored brandy4 Addition of columns may not agree due to rounding Source IMPACT DATABANK 2019MW1119_