Stellum Spirits, Louisville, launched Stellum Black, a limited-release premium expression of the inaugural bourbon and rye offerings which were introduced earlier this year. For these new expressions, the team used a meticulous blending approach to layer older reserve barrels into the original blends. Stellum Black will be allocated in small quantities nationwide and sold online for the SRP of $99.
Total beer imports fell 2.4% in October from a year earlier, the Beer Institute noted after reviewing Commerce Department data, but were up 10.1% compared to October 2019. Year-to-day imports are up 10.9% compared to the same months in 2020, and up 6.5% compared to YTD 2019.
Mexican imports continue to drive the strongest overall gains compared to last year, up 5.3% compared to October 2020 and up 14.6% YTD vs the same months last year.
Thanksgiving Day (Nov. 25) velocities for on-premise outlets that were open were up 29% versus the previous Thursday, and +64% higher than the average Thursday across the rest of 2021, NielsenCGA reports. Growth in check values drives this performance as they increased 149%, making it the strongest check value day so far this year – proving the day’s importance to the On Premise in capturing consumer spend.
The Wednesday before Thanksgiving (often referred to as Blackout Wednesday – Nov. 24) also delivered strong velocity growth, with velocity at state level up between 25% and 47% versus the previous Wednesday. It is also the strongest Wednesday across the year for all metrics of success, up +44% in velocity, +17% in check value and +24% in traffic versus the average Wednesday in 2021.
Nationwide, all key states experienced flat or positive trends to November 27, however Illinois experienced slight growth for the third consecutive week in the week to Nov. 20, while other states were in slight decline.
Despite negative trends, velocity in outlets currently trading is now 73% higher than the same week in 2020. Velocity remains ahead of 2019 levels in all key states for the 24th consecutive week, resulting in a +22% difference for the U.S.
In recent weeks, following positive trends in the first weeks of the month, there are slight declines of 2% in the week to Nov. 20 and -6% in the week to Nov. 27, following trends in previous years.
Distilled Spirits Council of the U.S. (DISCUS) said it was granted $1,121,789 through its partnership with the U.S. Department of Agriculture’s (USDA) Market Access Program (MAP) to promote American spirits exports in 2022, a nearly 100% increase over 2021 funding levels.
“DISCUS’ export promotion program continues to drive big results for U.S. distillers and has been incredibly beneficial for small craft distillers looking to expand into foreign markets,” said Charles McEntee, DISCUS Director of Export Promotion. “Since 2014, DISCUS’ MAP activities have directly resulted in nearly $6 million in new exports for craft distillers across the United States.”
McEntee stated that total exports resulting directly from DISCUS export promotion activities increased from $625,000 between July 2019-June 2020 to $1,224,000 between July 2020-June 2021.
DISCUS began participating in the program in 2006 and has conducted spirits promotions in cooperation with USDA in 20 foreign markets. Since that time, total U.S. spirits exports increased by nearly 66%, from $831 million in 2006 to $1.4 billion in 2020.
This past year, DISCUS conducted MAP trade promotions in Australia, Canada, Germany, Japan, South Africa, Taiwan and the UK. As part of last year’s MAP program, DISCUS conducted a series of mobile and virtual tasting tours showcasing American spirits. More than 300 members of the hospitality sector and media in key export markets registered and received tasting kits containing samples and informational booklets (English and translated) of U.S. distilleries looking to enter or expand into local markets.
“USDA officials advised that this significant increase in funding is a testament to the great work of the DISCUS Export Promotion team, which was able to pivot and come up with very creative ways to continue to promote U.S. distilled spirits exports despite the tremendous challenges during the pandemic,” said Christine LoCascio, DISCUS Chief of Public Policy. “The MAP program is a great example of how public-private partnerships can support the growth of small businesses across the United States.”
In addition to MAP, DISCUS still has funding available from the $1,215,000 grant it received in 2019 under USDA’s Agriculture Trade Program (ATP), which was set up specifically to assist those agricultural groups that are being adversely impacted by retaliatory tariffs. The ATP program expires in 2024 and the remainder of the funding will be used to supplement DISCUS’ MAP allocation.
At its first investor day since Michel Doukeris, took the helm as CEO, Anheuser-Busch InBev said it was seeking core earnings growth of 4% to 8% in the 2022-2025 time frame, would stress boosting sales of premium brands and non-beer products and was mulling pushing online sales and possibly plant-based proteins.
He told Reuters that the beer market has expanded during the past four years. Kane’s Beverage News Daily has been reporting growth in U.S. domestic brewers beer shipments, although spirits still seems to be growing — although there are hints that may be slowing a bit. ABI should benefit from continued growth in beer, especially since it sells about one in four beers globally.
Another part of the strategy involves brewing by-products. Proteins and fibers, which could be incorporated into plant-based food, are now being sold “almost for free,” he said.
The rebuild follows the destruction of the old house by the 2017 fires. Backen & Gillam Architects designed the exterior and Bradfield & Tobin envisioned the interior elements of the space, both carefully constructed to reflect the rich history and natural beauty of the legendary site.
The Mayacamas visitor journey commences in the historic stone winery built in 1889, taking guests through the 475-acre vineyards and property, and finally landing in a hospitable environment for a scenic tasting. With the Estate Hospitality Center rebuild, the focus was to pay homage to the previous structure while continuing to modernize the estate. Every detail of the new space was closely considered so it feels as special as the memory of the old, from the location to the colors, tones and textures used for both the exterior and interior taken from the existing winery palette.
“The careful preservation of Mayacamas has been central to my family’s work as we continue to value its timeless essence and rich history, while providing a contemporary experience for visitors,” said owner of Mayacamas, Joey Schottenstein. “We hope the new Estate Hospitality Center instills confidence in the future of Mayacamas as a mark of our respect and stewardship to uphold its great legacy.”
The agrarian vernacular design was curated to enhance the surrounding terrain and reflect the wine making process. The exterior of the building is intended to look as though it has long been a feature of the estate and contrasts with the delicate detailing of the interior. A large opening to the South reinforces the connection to the outdoors and amplifies the views of atop Mount Veeder. Featuring indoor and outdoor seating options and a catering kitchen, the focal point of this 3,000-square-foot construction is the tasting room where a 24-foot gathering table provides guests time to reflect on their visit and taste excellent wines in refined comfort.
“As the first on property rebuild in 75 years, the new Estate Hospitality Center increases our visitor experience and capacity,” explains Mayacamas Estate Director, Kris Kraner. “We are looking forward to reopening our doors to invite guests to our table to share wine, our story, and lasting memories.”
