Beverage Wholesaler - July 24, 2017 To view this email as a web page, click here.
Cheers Weekly
Meeting the Trade Development Challenge

Scott Moore recently joined the Southern Glazer’s Wine & Spirits team as the company’s SVP of Off-Premise National accounts. He’s responsible for supplier planning, as well as driving development and implementation of customer annual operating plans. He’s well versed in off-premise trends, so I recently spoke to him about the state of the off-premise industry and which categories wholesalers should be watching.
Beverage Wholesaler: What are the biggest trends impacting the off-premise market right now?
Scott Moore: Looking at the big picture, spirit sales are up 3.5% and case volume is up 2%. Breaking it down further, craft is up 36.5% in sales, and represents 45% of the dollar growth for the spirits category. It shows people are willing to try new things and that innovation within the spirits category still works. That's what craft is all about.
Most of the dollar growth within the category is coming from the over-$10 segment, so consumers are continuing to move up. The fastest-growing segment is over-$30, and the largest segment for growth is $15-25. So people are trading up, they're trying new things, and within the spirits industry you have flavored whiskey and Irish whiskey showing fast growth.
Malibu’s Summer Promotions Heat Up
Rum category sales peak in the summer season, something that's especially true for a brand like Malibu with its lineup of flavored rums. The majority of the brand's promotions and activations occur during the summer, and this year those are centered around the "101 Days of Because Summer" campaign.
I recently spoke to Malibu Brand Director, Daniel Clarke, about that campaign and the overall state of the rum category.
Beverage Wholesaler: What do you have on tap for the rest of the summer?
Daniel Clarke: Fans can once again celebrate at the Malibu Rum Beach House at eight music festivals nationwide. The beach house is a custom-built pop-up that features a large viewing space and patio, along with cocktails and exclusive brand experiences. Our Snapchat code will be accessible at the beach house all summer, and whenever a consumer scans the code they'll uncover exclusive content. Festival-goers can also join the fun with our signature geo-filters at the upcoming Route 91 Festival. In the next few weeks, we'll be offering a sweepstakes for fans to enter a chance to win two VIP tickets to the festival. And next month, we'll release a Black Moon filter on Snapchat to celebrate the solar eclipse, so fans can enjoy sunset cocktails twice in one day. READ MORE…

The Distilled Spirits Council has named Kevin Smith as its CFO. Smith has two decades of financial experience at non-profit organizations.

Director of Operations
Wholesaler: Empire Distributors
Location:Phoenix, AZ
Requirements: Four-year degree preferred, or 8-10 years of relevant management experience.


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