Market Watch, September 2018

SEPTEMBER 2018 MARKETWATCHMAG COM MARKET WATCH 61role The series which includes IPA and Stout editions is now the second largest Irish whiskey label in the United States in Nielsen channels and is on track to eclipse 200000 cases in 2018 New releases in the Caskmates lineup and elsewhere will continue to enhance Jamesons lead ership role according to Foley who notes that adapting to a more sophisticated whisk e y consumer is an ongoing process but one Jameson is excited to see shaping the industry Behind Jameson in the No 2 position is William Grant Sons Tullamore DEW which reached 241000 cases in 2017 on a rise of nearly 12 As with its behemoth competitor varied cask finishes have been at the forefront of Tullamore DEWs innovation efforts with such recent releases as Caribbean Rum Cask which features the brands flag ship whiskey matured in Caribbean Demerara rum barrels making waves Additionally the brand is re releasing its Cider Cask expression this fall a limited edition label first launched in key U S markets last year Cider Cask was so successful that were bringing it back and distributing it nationally both on and off premise says senior brand manager Paige Parness Elsewhere in the mainstream Irish whiskey segment Proximo Spirits Bushmills brand is seeing gains from Red Bush 23 a 750 ml which debuted in March 2017 The new entry is a blend of triple distilled Irish single malt and Irish grain whis key thats matured in first fill Bourbon casks The liquid appeals to both Bourbon enthusiasts and those first exploring Irish whiskey says master distiller Colum Egan With Red Bush were reaching the millennial male consumer hes not afraid to break the rules when it comes to whisk e y The Bushmills portfolio also includes the Original blend as well as Black Bush the flagship whiskey matured in Oloroso Sherry casks and a variety of aged single malts Late last year parent company Casa Cuervo unveiled plans for a 37 million expan sion of the Bushmills distillery in County Antrim Our ambi tion for the expansion is to increase our output and effectively double our production Egan notes TOP TEN IRISH WHISKEY BRANDS IN THE U S thousands of 9 liter case depletions Percent AACGR1 Change2 Rank Brand Importer 2012 2013 2014 2015 2016 2017 12 17 16 17 1 Jameson3 Pernod Ricard USA 1602 1869 2016 2436 2833 3227 150 139 2 Tullamore DEW William Grant Sons USA 95 120 147 185 215 241 205 118 3 Bushmills Proximo Spirits 210 230 200 170 195 192 18 15 4 2 Gingers Beam Suntory Inc 10 29 55 49 40 39 312 20 5 Paddy Sazerac Co 12 19 32 28 31 36 246 180 6 Powers Pernod Ricard USA 42 39 28 27 26 25 101 58 7 Redbreast Pernod Ricard USA 17 17 19 24 26 27 100 65 8 Teeling4 Bacardi USA 1 5 12 15 18 200 9 Clontarf Castle Brands Inc 7 7 8 10 11 11 89 10 Green Spot Pernod Ricard USA 5 6 6 7 90 Total Top Ten 1995 2332 2515 2947 3398 3822 139 125 Other Brands 40 40 40 40 39 43 13 99 Total Irish Whiskey5 2035 2372 2555 2988 3437 3865 137 125 1 Average annual compound growth rate2 Based on unrounded data3 Includes Midleton4 Rights acquired from Infinium Spirits effective September 1 20175 Addition of columns may not agree due to rounding Source IMPACT DATABANK 2018Jameson casks pictured is far and away the leader in Irish whiskey depleting over 32 million cases in 2017 Recently the brand has innovated at the high end