86% of Consumers Have Plans to Celebrate Holidays

Posted on December 19, 2021 by Joel Whitaker

That’s according to Nielsen IQ which found 55% will be decorating the inside of my home, 38% will prepare a meal at home for household members only, 38% will decorate the outside of their house, 32% will go to someone else’s home to celebrate with a small gathering, and 31% will serve or consume alcoholic beverages.

Since 2018, total alcoholic has experienced growth during the year-end holiday season.  For Thanksgiving 2021, spirits led (up 5.4% vs. a year earlier) followed by wine (up 1.1%).  Beer declined slightly, dipping 1.8%.  “Based on Thanksgiving Day performance, we expect that year-end holiday total alcohol sales for 2021 will be in line with the levels of 2020 and will exceed 2020 among top performing categories,” Nielsen said.

Sixty-two percent of consumers said they would be visiting on-premise outlets during the holiday season, and 47% of consumers said they would be visiting on-premise for New Year’s Eve.

Nielsen IQ noted that “the holidays are a merry opportunity to influence new alcohol purchases.”  Some 43% of bev/al consumers plan to drink more, and one in three are like to change their alcohol purchases.  Nielsen’s surveys suggest those who typically buy Hard Seltzeer, RTDs and Spirits are most likely to make a change, exploring new categories and brands.   Why?  Largely to please holiday guests.  Shoppers, Nielsen found, are seeking new product types to create festive at-home cocktails and premium offerings.

So, what impels purchase of a different alcohol beverage?  53% say price promotion or discount, Nielsen says.  We suspect that will inflation surging, price will be a more important factor.  Second on the list is in-store displays (41%).  Brand familiarity is third (37%), holiday-themed flavors is fourth, gift-giving is fifth (32%, and holiday-themed packaging is sixth at 31%.

 

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Sisterdale Distilling Signs with RNDC for Texas, LibDib for Florida

Posted on December 19, 2021 by Joel Whitaker

Sisterdale Distilling Co., a Texas distillery, said it signed Republic National Distributing Co. (RNDC) to be its distribution partner in Texas for Sisterdale Distilling Co. Straight Bourbon Whiskey.

“Through this strategic partnership, we will leverage RNDC’s established distribution network to continue the growth of the brand throughout Texas,” said Chad Gailey, Co-Founder. “The leadership team at RNDC shares our values, priorities, and future-forward view of where we can take the brand. Together, we are committed to creating an immediate strategic relationship to grow, not only in Texas but throughout the U.S.”

Sisterdale also said it has partnered with LibDib, an affiliate of RNDC, to distribute Sisterdale Distilling Co. Straight Bourbon Whiskey in Florida.

“It only makes sense that Sisterdale Distilling Co. jumps on the LibDib platform,” said Peter Watson, Co-Founder. “LibDib is cutting edge, in terms of its distribution model, and will enable us to continue growth of our online sales throughout the lower 48 states via drinksisterdale.com. The fact that LibDib and RNDC are affiliated sealed the deal for us.”

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Lay’s Partners with Eastside Distilling to Make a Vodka

Posted on December 19, 2021 by Joel Whitaker

Lay’s Potato Chips said it partnered with Eastside Distilling to “transform our signature, proprietary potatoes into a vodka blend.”  It was described as “a traditional potato vodka” made in part with Lay’s proprietary potatoes and was available in very limited quantities.  It sold out on the Lay’s site within three hours of release.

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For 5th Consecutive Year, Diageo Honored for Green Supply Chain

Posted on December 19, 2021 by Joel Whitaker

The Supply & Demand Chain Executive publication, which covers the entire global supply chain, named Diageo North America to its 2021 Green Supply Chain Award.

The Green Supply Chain Award recognizes companies that prioritize sustainability to be a core part of its supply chain strategy and its efforts to minimize environmental impact across its operations. The distinction also recognizes providers of supply chain solutions and services supporting their customers in achieving measurable sustainability goals.

Marina Mayer, editor-in-chief, said there are “several industry experts and market research reports detailing Diageo North America that regardless of the pandemic, shortages, natural disasters and other supply chain disruptions, sustainability still remains a top priority in the supply chain. Whether it’s a new solution, a new program or just simply a new way of doing business, these winners showcased heightened attention to social responsibility and environmental governance. Regardless of the challenges the supply chain industry faces, a sustainable supply chain continues to win in the end.”

Through its ‘Society 2030: Spirit of Progress’ action plan, Diageo is now working to reach net-zero carbon across its direct operations by 2030, harnessing 100% renewable energy, and using 30% less water in every drink it makes, among other actions.

In North America, Diageo opened its first carbon-neutral distillery in the U.S. in Lebanon, Kentucky and announced plans to transition its Valleyfield site in Quebec, Canada to become carbon neutral by 2025.

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818 Tequila Best-Selling New Tequila in U.S.

Posted on December 16, 2021 by Joel Whitaker

That’s according to IRI.

Seven months since launch, 818 Tequila is now available in 32 states. On its California launch day in May, 818 sold out online in less than four hours, with retailers across California reporting Blanco allotments selling out on the first day of sales. To date, the tequila brand has shipped more than 136,000 cases, or 1.5MM bottles of tequila.

“We are thrilled to see the growth of 818 Tequila and sales continue to outperform our expectations,” said Mike Novy, President and COO. “The elevated flavor profiles of 818 Tequila were created to introduce a flourishing market to a tequila experience they can savor. Kendall is a strong female voice in the industry, leading a brand that stands for sustainability, while also delivering award-winning taste.”

The brand was founded by Kendall Jenner.

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Jack Daniel’s Leads Beverage Brands in Intimacy

Posted on December 16, 2021 by Joel Whitaker

Jack Daniel’s slipped a notch in MBLM’s Brand Intimacy ratings this year to No. 4 after Coca-Cola, Pepsi and Mountain Dew, but still leads all beverage/alcohol brands.  Heineken is second among bev/al brands and No.5 in overall ratings, followed by Budweiser (3/6), Coors (4/8) and Miller (5/10).

Beverage brands perform better with men than women, and with consumers over 35 years old versus those under 35 years old.  The study suggested that fewer new users are connecting with beverage brands, but it also found that those who are connecting were able to deepen their relationship to the most significant level.

“Can’t live without” (a measure based on a ten-point scale that determines how essential a brand is to our lives) has risen dramatically by 75% since MBLM’s 2020 brand intimacy study, further highlighting consumers’ continued reliance on beverage brands.

The beverage industry ranks second out of 10 (behind health & hygiene in first place) for the percentage of consumers willing to pay 20% more for beverage products and services. This highlights that consumers value beverage brands highly and are willing to pay more for their favorite drinks. The percentage increased by 35% since the 2020 COVID study.

The study suggests Jack Daniel’s “magic” was its messages helping consumers to adapt to the Covid-19 pandemic, especially its “enjoy a drink at home” messaging.

Building and maintaining strong emotional connections with users is a core tenet of Brand Intimacy and a key principle for navigating challenging times., MBLM says in the study.

“The continued impact and longevity of the pandemic requires beverage brands to think about maintaining strong emotional connections with current users and attracting new users in more carefully considered ways. Given that consumers relied heavily on e-commerce for the delivery of alcohol brands, determining new channels of engagement will be a key consideration for brand success,” the study says, adding:

“Importantly, although beverage brands have been essential during the pandemic, the industry ranks seventh out of ten in our study. Beverage brands must prioritize establishing stronger relationships, nurture deeper customer connections, leverage relevant channels, and encourage more dialogue and interaction with consumers to improve their performance.

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