Dark Spirit

DARK SPIRITS

As we’ve seen in other cAtegories, pAck formAt hAs helped to deliver volume growth, mAinly through the 1 litre formAt, pArticulArly in whiskies. scotch whiskies hAve been populAr promotions for fAther’s dAy with brAnds innovAting well. limited editions (especiAlly gAme of thrones relAted) were strong deliverers of growth.

CANADIAN CLUB

BEAM SUNTORY

1litre and 700ml SKUs both growing strongly and driving volume growth for the category. Growth likely driven by below-the-line activities like in-store activations and campaigns. Canadian Club continues to grow due to strong marketing campaigns behind the brand and great consumer satisfaction around the drinkability of the product.

171,000 litres growth at 11.5%

MARTELL

PRA

Growth distributed across whole range. (Cognac is a slow-selling spirit due to its high price point and niche popularity).

MAKER’S MARK

BEAM SUNTORY

1L SKU delivering growth through value-forvolume offering and enticing pricing.

JOHNNIE WALKER WHITE & GOT

DIAGEO

Game of Thrones co-branding worked very well for Johnnie Walker in 2018-19.

EXTRA AGED. DOUBLE THE CHARACTER.

“On shelf we are $20 more expensive than the two brands in higher growth, with average sell price around $55 vs. $35 in most stores. We are committed to doing the most talked about activations and innovations in the game, and it’s working. Now is the time to turn small fires into big fires, by getting the brand out to the masses and delivering serious value to our customers.” - Jon Prew, Fireball Brand Manager

FIREBALL

SOUTHTRADE

Growing at an incredible 41% with an additional 86,000 litres being sold in the last 12 months, Fireball’s growth in the 700ml SKU is tapping the right occasion with brand personality driven by BTL marketing activities.

86,000 litres growth at 41.1%

THE KRAKEN

PROXIMO AUSTRALIA

Standard 700ml SKU was the most popular premium spiced rum in Australia 2018-19, despite being quite mainstream in its native USA.

34,000 litres growth at 12.7% GLENFIDDICH

WG&S

Glenfiddich continues to enjoy its position as a popular single-malt scotch at an affordable price point, also helped by participation in Father’s Day activations.

OTHER BRANDS

CHIVAS 12 YEAR OLD

PRA 166,000 litres growth at 16.9%

JAMESON

PRA 107,000 litres growth at 9.1%

WILD TURKEY LONGBRANCH

CAMPARI 68,000 litres growth