Spirits
On the Move

  It's easy to call yourself a top spirits company. Being one — in the global marketplace of 2006 — is another matter. The proof is not just in the bottle; it’s also measured by the tens of millions of case sales of a given brand and category –– and in said company’s annual share of the multi-billion-dollar on-premise spirits market. There also is the innovation in packaging, branding, advertising, marketing and on-premise promotion that a company possesses.
    Of late, the spirits industry  has been showing every sign of following the merger route of global business in general. Witness the recent acquisition of Allied Domecq by Pernod Ricard and Fortune Brands.
    But those longing for the good old days when the field of competition was wide open with players and innovations need only look at the number of emerging spirits companies out there with new spirits products to entice consumers, both old and new.
    Read on and learn the latest about the leading spirits companies on the planet as well as the newest products out there meticulously designed to lift operators coast to coast to greater success.

TOP OF THE TIER

Adamba Imports International Inc.
Alphonse Capone Enterprises
Bacardi USA
Barton Brands Ltd.
Blavod Extreme Spirits PLC
Brown-Forman
Charles Jacquin et Cie
Castle Brands Inc.
Cruzan Ltd. (A Division of Cruzan Intl.)
Diageo North America
Distillerie Stock USA Ltd.
Future Brands LLC
Heaven Hill Distilleries
Infinium Spirits
McCormick Distilling Co.
Moët Hennessey
Pernod Ricard USA
The Patrón Spirits Co.
Three-D Spirits Inc.
Shaw-Ross International Importers
Sidney-Frank
SKYY Spirits (A Subsidiary of Gruppo Campari, Milan)
White Rock Distilleries 

ADAMBA IMPORTS INTERNATIONAL INC.
Brooklyn, NY • adamba.com
CORE BRANDS: Ultimat Vodka; Ultimat Black Cherry Flavored Vodka; Bak’s Bison Grass Vodka; Luksusowa Vodka; Bak’s Krupnik Honey Liquor; Bak’s Wisniak Cherry Cordial; Bak’s Sliwowica Plum Brandy; Bak’s Blackberry Flavored Brandy; Zubrowka Vodka 

NEWEST PORTFOLIO ADDITIONS: Ultimat Chocolate Vanilla Vodka

NUMBER OF PERSONNEL: 22

ANNUAL SALES: $26 million plus 

OF NOTE: Adamba Imports was established in 1978 and has been under  the same ownership for 27 years. Adamba shipped 153, 000 cases of distilled spirits in 2003 with advertising expenditures that year of $1.8 million. 

ALPHONSE CAPONE ENTERPRISES (ACE)
ST. Charles, ILL. • tommygunsvodka.com
CORE BRANDS: Roaring 20’s Tommy Guns Vodka; Roaring 20’s Bathtub Gin; Roaring 20’s Prohibition Whiskey; Roaring 20’s 4 Deuces Tequila; Roaring 20’s Bootleg Bourbon; Roaring 20’s Speakeasy Scotch; Roaring 20’s Dixieland Vodka; Roaring 20’s Rumrunners Rum; Roaring 20’s Hideaway Brandy

NEWEST PORTFOLIO ADDITIONS: Roaring 20’s Tommy Guns Vodka, featuring a 19-inch, hand-blown bottle from Italy. The bottle is a replica of a Roaring 20’s Tommy Gun. It is shipped and filled with ultra-premium vodka in Poland.

DISTRIBUTION: ACE products currently are sold in 13 states, Poland and China, and they soon will be available in all Army, Air Force, Navy and Marine bases in the world.

ON-PREMISE PROMOTIONS: A one-of-a-kind Roaring 20’s Tommy Guns Vodka Martini menu featuring specialty Martinis such as the Flapper, the Prohibition, the Godfather and the Enforcer.  ACE also helps provide on-premise  Roaring 20’s parties, turnings bars/restaurants into a 1920s-themed Roaring 20’s party with gangsters, flappers, Tommy Guns Vodka shots, etc.

PUSH TO PUBLICIZE IN 2006: Currently in discussions with the top five national spirit distributors. The goal is to distribute Roaring 20’s Tommy Guns Vodka into all major markets within the next two years.

QUOTE FOR ON-PREMISE OPERATORS: “Roaring 20’s products are marketed to the 21-34 year old demographics. All test marketing proves that Roaring 20’s products, when compared to the national best-selling brands are overwhelmingly chosen for label appeal, taste and a matched sense of ‘coolness,’” says Bill Brooks III.

BACARDI USA 
Miami • bacardi.com
CORE BRANDS: Bacardi Rum; Castillo; Dewar’s Scotch Whisky; DiSaronno, B&B; Drambuie; Grey Goose; Bombay Sapphire; Martini & Rossi vermouth; Martini & Rossi Asti; Noilly Pratt; Bacardi Silver; Cazadores blue agave tequila; DiSaronno; Bombay; Benedictine; Corzo tequila

LATEST PORTFOLIO ADDITIONS: Bacardi Big Apple; BacSilver Watermelon; Silver Strawberry; Silver Big Apple
   
NUMBER OF PERSONNEL: Approximately 2500 in the United States
 
ON-PREMISE PROMOTIONS: Bacardi Gras and May filled with Mojitos

PUSH TO PUBLICIZE 2006: Come and hear Eduardo Sardiña, president and CEO of Bacardi USA Inc., when he delivers his keynote address at “The Show” in Las Vegas March 6.

OF NOTE: Bacardi rums account for sales in excess of 200 million bottles per year worldwide.

QUOTE FOR ON-PREMISE OPERATORS: “Fifteen years ago, Americans were almost ashamed of consuming distilled spirits, but right now, they are coming out  and saying, ‘Yeah,I do have a drink or two a day. I enjoy that in moderation,’” says Eduardo Sardiña, president and CEO of Bacardi USA Inc.

BARTON BRANDS
Chicago • www.bartonbrands.com
COREBRANDS: Black Velvet Canadian Whiskey; Black Velvet Reserve; the Fleischmann brand family; 99 Schnapps; Mr. Boston; Skol; the Barton brand family; Chi-Chi’s Prepared Cocktails; Ten High Bourbon; Montezuma Tequila

NEWEST PORTFOLIO ADDITIONS: Ridgemont Reserve 1792 Small Batch Bourbon; Effen vodkas; Meukow Cognac; Cocktails-by-Jenn

OF NOTE: Barton is a subsidiary of Constellation Brands Inc., with global wine brand holdings in Australia, Europe and the United States. Currently, Barton Brands ranks as the fourth largest volume supplier in the United States.

KEY TO SUCCESS: Barton Brands Ltd. continues to be among the leading suppliers of spirits in the United States. Its brand portfolio is large, with entries in virtually every major spirits category.

QUOTE FOR ON-PREMISE OPERATORS: “Barton commands a premier share of the price-value segment, which we intend to grow. At the same time, we will enhance the premium side of our portfolio offerings by providing extra focus and resources on developing or acquiring the rights to additional premium and super-premium brands.”

BLAVOD EXTREME SPIRITS PLC
Franklin, Tenn. • blavodextreme.com
CORE BRANDS US: Blavod Black Vodka; Players Extreme Vodka and Flavor Infused Vodkas and Rums; El Diamante del Cielo Tequila; Italian Wine Portfolio, including –– Baroncini; Bruno Rocca; Petra;Contadi Castaldi; I’lluminata & Feresin;

NEWEST PORTFOLIO ADDITIONS: a joint venture between Blavod Extreme Spirits and Suntory International produces El Diamante del Cielo Tequila; Blanco, Reposado, Añejo.

NUMBER OF PERSONNEL: 40

ANNUAL SALES: Publicly held, analyst projections $9.4M

FAVORITE ON-PREMISE PROMOTION: Players Extreme Cherry Bomb parties, Blavod Black Vodka Halloween

PUSH TO PUBLICIZE 2006: El Diamante del Cielo will launch nationwide in 2006. Also, a series of high-profile launch events are scheduled in each market, including celebrity chef dinners and the innovative Table  No.1 on-premise promotion. 

KEYS TO SUCCESS: Highly entrepreneurial spirited company.  Bringing new and innovative products to the United States and international spirits market dedicated to excellence in the quality and originality of each brand. 

QUOTE FOR ON-PREMISE OPERATORS: “Blavod Extreme Spirits offers premium brands that push the boundaries in each category,” says BES CEO Jeffrey Hopmayer. “Blavod Black Vodka is the world’s only black vodka, Players Extreme is infused to intensify the flavor of each of its vodkas and rums easily making the most flavorful cocktails, El Diamante del Cielo is just the very best and highest-rated tequila produced today.”

BROWN-FORMAN
Louisville, Ky. • brown-forman.com
CORE BRANDS: Jack Daniel’s; Jack Daniel’s Single Barrel;
Gentleman Jack; Woodford Reserve; Jack Daniel’s Country Cocktails; Southern Comfort; Canadian Mist; Early Times; Appleton Estate Jamaica Rum; Tuaca Liqueur; Amarula Cream; Finlandia vodka; Korbel Champagnes; Fetzer wines; Bonterra and Bolla wines

NUMBER OF PERSONNEL: 3,600 employees in the United States and abroad

ANNUAL SALES: At the close of the 2005 fiscal year, $2.2 billion

FAVORITE ON-PREMISE PROMOTION: On-premise availability of collectible barrels of Jack Daniel’s For example, each year bar owners in Sturgis, S.D., up their orders of the vessels (priced $8,400 to $9,600).

OF NOTE:  Sales of Jack Daniels exceeded 4.2 million 9-liter cases in 2004, making it one of the top five established growth spirits brands.

PUSH TO PUBLICIZE: Brown-Forman Corporation is a diversified producer and marketer of fine quality consumer products. Through Brown-Forman Beverages Worldwide, Brown-Forman produces and markets many of the most well-known and best-loved wines and spirits in the world. They include Jack Daniel’s, Canadian Mist, Southern Comfort, Early Times, Korbel champagnes, Fetzer wines, and Bolla wines.

CASTLE BRANDS
New York, N.Y. • castlebrandsinc.com
CORE BRANDS: Boru Vodka; Gosling’s Black Seal Rum; Gosling’s Gold Rum; Gosling’s Old Rum; Sea Wynde Rum; Knappogue Castle Whiskey 1951; Knappogue Castle Irish Single Malt Whiskey; Clontarf Irish Whiskey; Clontarf Reserve Whiskey; Clontarf Irish Single Malt Whiskey; Celtic Crossing Liqueur; Brady’s Irish Cream; Pallini Limoncello; Pallini Peachcello; Pallini Raspicello

OF NOTE: Some of Castle Brands’ accomplishments in 2005 were bringing in Keith Bellinger who has nearly 20 years experience in the liquor industry, as president and chief operating officer.

PUSH TO PUBLICIZE: Pallini Raspicello and Peachcello were launched successfully.

QUOTE FOR OPERATORS: “We are a growing presence in the exciting Irish whiskey category with two brands (Knappogue Castle Whiskey and Clontarf Irish Whiskey) and five expressions,” says Roseann Sessa, marketing director for Castle Brands Inc.

CHARLES JACQUIN ET CIE
Philadelphia
CORE BRANDS: Pravda Vodka (imported from Poland) (www.pravdavodka.com) Chambord Liqueur Royale de France (www.chambordonline.com) Irish Manor (an Irish Cream imported from Ireland); Jacquin’s Rock & Rye;Jacquin’s Blackberry Brandy; Bartender’s Original Cocktails; Jacquin’s line of cordials & schnapps; Chalfonte Cognac; V.S.O.P. Vendome Brandy; Pennsylvania Dutch

OF NOTE:  Charles Jacquin et Cie is America’s oldest cordial producer. Charles Jacquin et Cie was established in 1884 and has been run by the same family for three generations.

CRUZAN LTD. (A DIVISION OF CRUZAN INTL.)
West Palm Beach, Fla. • cruzanrum.com
CORE BRANDS: Cruzan Estate Light and Dark Rums; Cruzan Estate Diamond 5 Year Rum; Cruzan Single Barrel Estate Rum; Cruzan Coconut, Pineapple, Raspberry, Mango, Banana, Vanilla, Citrus and Orange rums; Hine Vintage Cognacs

NEWEST PORTFOLIO ADDITIONS:  Shakka Apple, Shakka Grape and Shakka Kiwi liqueurs

NUMBER OF PERSONNEL: 30

FAVORITE ON-PREMISE PROMOTION: Cruzan Confusion cocktail, a Kenny Chesney favorite, Cruzan Voodoo Juice Bucket

PUSH TO PUBLICIZE:  Cruzan Rum’s sponsorship of Kenny Chesney’s 2006 Concert Tour. Cruzan Rum’s purchase-by-the-barrel Single Barrel Program.

KEYS TO SUCCESS: Cruzan President Tom Valdes says he attributes the company’s success to pioneering efforts in launching better-tasting tropical flavored rums as well as producing the world’s first single barrel rum.

OF NOTE: Cruzan is one of Adams Fast Track Brands, having exceeded 100,000 9-liter case sales in 2004, with double-digit growth through each of the past four years.

QUOTE FOR ON-PREMISE OPERATORS: “Come to the Cruzan Islands for exciting new rum drink ideas,” says Valdes, adding, “Better-tasting rums make better-tasting rum drinks.”

DIAGEO NORTH AMERICA
Stamford, Conn. • www.diageo.com
CORE BRANDS: Captain Morgan; Sterling Vineyards; Beaulieau Vineyard wines

NEWEST PORTFOLIO ADDITIONS:   Smirnoff Twisted VWild Grape; Smirnoff Black Cherry Flavored Vodka;, Smirnoff Lime Flavored Vodka; Captain Morgan Tattoo; Dulseda Dulche De Leche Liqueur; Bushmills Irish Whiskey; Cuervo Black

NUMBER OF PERSONNEL: 2,500 U.S. employees

CASE VOLUME: 27 million 9-liter cases annually

ANNUAL SALES: $3.922 billion in 2005

FAVORITE ON-PREMISE PROMOTION: Captain Morgan’s Keys to Adventure

PUSH TO PUBLICIZE IN 2006: Reminding consumers about responsible drinking

KEYS TO SUCCESS: Establishing great relationships and consistently delighting consumers with innovative products and first-choice brands

QUOTE FOR ON-PREMISE OPERATORS:  “The on-premise is where we build loyalty to your outlets and our brands ... Diageo’s ambition is to become the on-premise supplier of choice,’” says Zsoka McDonald, director, trade communications and media relations.

DISTILLERIE STOCK USA LTD.
Woodside, N.Y. • stockusaltd.com
CORE BRANDS: Imported Stock Vermouths, Stock '84 V.S.O.P. Brandy, GranGala Triple Orange Liqueur, Dezzani Fine Wines from Piedmont, Fabiano Fine Wines from Veneto, Collavini Fine Wines from Friuli, Cerbaie Wines from Tuscany, Brunetto Prosecco, Keglevich Liqueur & Vodka, Keglevich Classic Vodka, Limonce, Asti Spumante, and a full line of cordials –– all imported from Italy

PUSH TO PUBLICIZE: Updated packaging that conveys contemporary design while keeping with tradition. GranGala also continues to grow at an exceptional rate, and it was nominated for Nightclub & Bar’s Market Maker Award.

KEY TO SUCCESS: Innovation and ingenuity in providing recipes to on-premise operators. 

QUOTE FOR OPERATORS: “Imported GranGala has proven over time that it is a great orange liqueur that makes exceptional Margaritas and Cosmopolitans. It is more profitable for on-premise accounts,”says Tom Conte, national marketing director.

FUTURE BRANDS LLC
Deerfield, Ill. 
CORE BRANDS: Absolut; Absolut flavors;Jim Beam;DeKuyper Cordials and Schnapps; SauzaTequila; Maker's Mark, Canadian Club; Courvoisier Cognac, LevelVodka; Knob Creek; The Small Batch Bourbon Collection; Starbucks Liqueurs; The Dalmore Highland Malt; El Tesoro Tequila; Laphroaig Single Malt

NEWEST PORTFOLIO ADDITIONS:  Starbucks CreamLiqueur; Absolut Apeach; Level Vodka; Sauza Hacienda Tequila

NUMBER OF PERSONNEL: 300

BALLPARK CASE VOLUME: 20 million cases

FAVORITE ON-PREMISE PROMOTION: Canadian Club Poker; Jim Beam –– TheOfficial Spirit of Racing;Sauza Tequila Premium Well; Sauza Tequila Cinco De Mayo;House of Courvoisier Promotions;Small Batch Bourbon tasting events

PUSH TO PUBLICIZE IN 2006: More than 90 brands. When Jim Beam Brands and The Absolut Spirits Co. created the joint venture called Future Brands LLC, the result was a strategic organization built around customer service and driven by a world-class portfolio.

KEYS TO SUCCESS: Distributor/retailer partnerships

OF NOTE: DeKuyper’s steady growth continues.

QUOTE FOR ON-PREMISE OPERATORS: “Continue to look for profit-generating premium and super-premium offerings, such as Level; StarbucksLiqueursand Sauza Hacienda from your Future Brands salesperson.”

HEAVEN HILL DISTILLERIES
Bardstown, Ky. • heaven-hill.com
CORE BRANDS: Evan Williams Bourbon; Evan Williams Single Barrel Bourbon; Elijah Craig Small Batch Bourbon; Elijah Craig Single Barrel Bourbon; Heaven Hill Bourbon; Old Fitzgerald Bourbon; Bernheim Wheat Whiskey; Rittenhouse Rye Whiskey; Harwood Canadian Whiskey; Cluny Blended Scotch; Isle of Jura Single Malt Scotches; Burnett’s Vodka; Burnett’s Flavored Vodka; Burnett’s Gin; Two Fingers Tequila; Whaler’s Rum; Christian Brothers Brandy; Coronet VSQ Brandy; Aristocrat family of brands; Ansac Cognac; Dubonnet Aperitif; Christian Brothers Dessert Wines; Copa De Oro Liqueur; Du Bouchett Cordials and Liqueurs; HPNOTIQ; O’Mara’s Irish Country Cream; PAMA Pomegranate Liqueur

OF NOTE: Founded in 1934, Heaven Hill Distilleries Inc. is the nation’s largest independent, family-owned marketer and producer of distilled spirits products.

INFINIUM SPIRITS, FORMERLY KNOWN AS WILSON DANIELS LTD
Sales and marketing Headerquarters located in Aliso Viejo, Calif. • www.wilsondaniels.com
CORE BRANDS: Cabo Wabo tequilas; Seagram’s Extra Smooth Vodka; Seagram’s flavored vodkas; Tequila Corralejo; Casa Noble Tequilas; Fratelli Branca portfolio; Molinari Sambuca; Bafferts Gin and Zaya Rum

NUMBER OF PERSONNEL: Approximately 30 employees currently in the United States 

PUSH TO PUBLICIZE IN 2006: Cabo Wabo received the prestigious 2005 ChefsBest Award from the American Culinary ChefsBest in San Francisco. Zaya Rum received the 2005 Double Gold Medal from the San Francisco World Spirits Competition, beating some of the leading rum brands.

QUOTE FOR ON-PREMISE OPERATORS: “If you want to build brand awareness, you’ve got to stomp the sidewalks,” says Ray Ramos, regional manager, Hispanic division, Infinium Spirits.
    Vice President of Marketing, Infinium Spirits, Ron Ng stresses, “Infinium Spirits continues Wilson Daniels’ strategic approach of focusing on individual brand strengths to market to specific customers, as opposed to using blanket marketing efforts to appeal to mass consumers.” President of Infinium Spirits Carl Carlson adds, “The Infinium brands will benefit from a very focused approach. Our efforts are to spotlight each brand’s characteristics, consumer relevance, substance based on heritage and craftsmanship, with a focus on ultra/super premium positioning, and a high on-premise orientation.”

MCCORMICK DISTILLING CO.
Weston, Mo. • mccormickdistilling.com
CORE BRANDS: McCormick vodka; gin; tequila; rum; brandy; Montego Bay Rum; Ron Rio Rum; Saratoga Dark Full-Bodied Rum; Cambridge Distilled Gin; Royal Gentleman Blended Whiskey; McCormick vodka and flavored line including Peach, Raspberry, Orange, Vanilla and Apple; McCormick gin; McCormick rums; tequilas; American blended whiskey; blended Scotch whisky; Tequila Rose Strawberry Cream; Tarantula Azul RTDs; Sgt. Peppermint; Tequila Rose java Cream; Polar Ice imported vodka; KeKe Beach; McCormick Irish Cream; and Wisers Canadian.

OF NOTE: McCormick’s Tarantula Azul has witnessed stellar growth since its introduction in 2002, posting sales of 261,000 9-liter case sales in 2004 alone.

PUSH TO PUBLICIZE IN 2006: McCormick Distilling Company is celebrating their 150th anniversary this year with unprecedented international sales and distribution. Through innovative new products and packaging, McCormick continues to be a highly respected industry leader. From its No. 2 selling American made Vodka to its new line of Tequila Rose Java Cream and Cocoa Cream, McCormick products are not only innovative, but hold exceptional quality in every bottle –– at an attractive price. In 2006, McCormick has plans for several new product introductions, which are sure to be highly successful and popular with wholesalers, retailers and most importantly, consumers.

QUOTE FOR ON-PREMISE OPERATORS: “Treat every account as if you owned it.”

MOET-HENNESSEY
New York, NY • www.lvmh.com
CORE BRANDS: Moët & Chandon, Hennessy Cognac, Terrazas de Los Andes, Veuve Clicquot, 10 Cane Rum, Krug, Domaine Chandon, Belvedere Vodka, Dom Perignon, Chopin Vodka, Grand Marnier, Grand Manier, Ceretto, Monsanto, Capezzana, Glenmorangie, Ardbeg, Casa Lapostolle, Cape Mentelle, Livio Felluga, Navan, Green Point

NUMBER OF PERSONNEL: More than 200

ANNUAL SALES:  $1 billion

PUSH TO PUBLICIZE: Hennessy Cognac maintains its leadership position in the Cognac category, far outselling its closest competitor. 10 Cane Rum is creating quite a name for itself as the first luxury rum of its kind, and Belvedere Vodka continues to set the standard in the luxury vodka category.

QUOTE FOR ON-PREMISE OPERATORS:  “Moët Hennessy’s outstanding portfolio of luxury wines and spirits perfectly complements the philosophy of the finest restaurants, clubs and bars in the United States. Moët Hennessy USA works with the leading mixologists in the country to create signature cocktails for our spirit brands and to assist in the creation of signature cocktails for on-premise accounts.”

PERNOD RICARD USA
White Plains, NY • pernod-ricard-usa.com
CORE BRANDS: Chivas Regal,  Kahlúa, Stolichnaya, Jameson, Malibu, Wild Turkey, Martell, Seagram’s Gin, Beefeater, The Glenlivet, Jacob’s Creek, Hiram Walker, GH Mumm, Mumm Napa, Perrier Jouët, Pernod and Ricard

NUMBER OF PERSONNEL: Approximately 1,300

ANNUAL SALES: Pernod Ricard reported 2004 18-month cumulative sales of Euros 3,674 million for its wine and spirits business, up 8.4 percent (Pernod Ricard adopted a new fiscal year which begins on July 1 and end on June 30 of the following year).

OF NOTE: Pernod’s diverse portfolio and recent buyout of Allied Domecq makes it a key global spirits player along with Diageo and Bacardi. Particularly strong sales performances have been posted by Jacob’s Creek and Jameson Irish Whiskey.

PUSH TO PUBLICIZE IN 2006: The newly acquired brands from the former Allied Domecq, particularly Kahlúa, Malibu and Stolichnaya, which filled previous gaps in critical growth categories. Look for continued focus on Chivas Regal and The Chivas Life campaign, and the profitable Seagram’s Gin, Jameson and The Glenlivet.

QUOTE FOR ON-PREMISE OPERATORS: “Consumers are more discerning than ever about quality, and they are prepared to pay more for it,” said DVP, National Accounts Bob MacNevin. He adds, “This trend toward “premiumization” has increased the importance of building brand loyalty and a distinct brand identity. For dominant brands, especially one that competes in bars as ours do, top of mind status can be crucial.  That’s why we strive to ensure that our consumers know, understand, and have a desire for our brands.”

THE PATRON SPIRITS CO.
Los Angelos • patronspirits.com
CORE BRANDS: Patrón tequilas; Gran Patrón Platinum tequila; Pyrat Rums; Citronge Orange Liqueuer; Patrón XO Café

NEWEST PORTFOLIO ADDITIONS: Gran Patrón in late second quarter 2006
Ballpark Case Volume: 625,000

PUSH TO PUBLICIZE IN 2006: Patrón has its sights set on the 1,000,000 case mark.

KEYS TO SUCCESS: Attention to detail, quality; great brand, employees and distributor network

QUOTE FOR ON PREMISE OPERATORS: "Patrón is the hottest and most profitable brand in the industry," says Patron Spirits’ Brooke Rawlings.
 
THREE-D SPIRITS INC
Petaluma, Calif. • redrum.com
CORE BRANDS: Redrum,Voodoo Spiced Rum and Jolly Roger Rums

NUMBER OF PERSONNEL: 3

PUSH TO PUBLICIZE IN 2006: Voodoo Spiced Rum will go up against industry giant Captain Morgan’s in a national on-line campaign –– “Vote for Voodoo” –– where consumers cast their ballots for the best-tasting spiced rum. Also, look for new Jolly Roger Special Dark Rum later this year.

KEYS TO SUCCESS: Quality ingredients, premium packaging and innovative marketing
 
QUOTE FOR ON-PREMISE OPERATORS: “We believe consumers respond well to innovation. Encourage your bartenders to experiment with new products. This will expand their knowledge of the business and allow them to develop more creative cocktails for your customers,” says Three-D’s Danielle Teitelman.
 
SHAW-ROSS INTERNATIONAL IMPORTERS
Miramar, Fla • www.shaw-ross.com
CORE BRANDS: Raynal VSOP Napoleon French Brandy; White Horse Scotch Whisky; Brennan’s Irish Whiskey; Forty Creek; Frïs vodka; Liquid Ice vodka; Espolon tequila; Pusser’s Navy Rum; Ron Viejo de Caldas rum; Cognac Davidoff; Imperia Vodka

NEWEST PORTFOLIO ADDITIONS: Imperia Russian Vodka, Southbank Estate, New Zealand.

NUMBER OF PERSONNEL: 100-plus people.
(Ballpark) TOTAL CASE VOLUME: $1.8 million in 2005

(Ballpark) ANNUAL SALES: Approximately$110 million

PUSH TO PUBLICIZE IN 2006: With increased volume in sales, Shaw-Ross will be expanding its marketing budgets throughout 2006.

KEYS TO SUCCESS: The company’s attention to detail, hands-on management and thorough follow-through

QUOTE FOR ON-PREMISE OPERATORS: “Shaw-Ross has a straightforward approach. We work with our sales teams and wholesaler national accounts departments across the country to develop successful promotions and features for our clients,”says Ken Jarecki, Vice President National Accounts, Shaw-Ross International Importers.

SIDNEY FRANK IMPORTING CO. 
New Rochelle, NY • sidneyfrankco.com
CORE BRANDS: Jägermeister Liqueur, Tequila Corazon de Agave, Gekkeikan Sake, Sidney Frank Selections –– a collection of wines developed by Sidney Frank

NEWEST PORTFOLIO ADDITIONS: Michael Collins Irish Whiskey, an ultra-premium Irish whiskey to be launched in March, 2006; Jacques Cardin VSOP Cognacs in original, Jasmine, and Apple, to be launched in May, 2006; and Tommy Bahama Rums, launch date TBD

NUMBER OF PERSONNEL: 154 full-time employees

BALLPARK CASE VOLUME: 2.4 million cases in 2005

ANNUAL SALES: $275 million

FAVORITE ON-PREMISE PROMOTION: Jägermesiter parties hosted by the famous Jägerette promotional models.

PUSH TO PUBLICIZE FOR 2006:   “We are excited about new programs for all our brands and are especially excited about our new brand launches for 2006,” says Deirdre Maher, director of corporate communications. “We will continue to update our Jägermiester promotions, keeping them on the cutting edge of on-premise promotions. Jägermeister continues to grow and our programming grows with it. We will be infusing Corazon Tequila with some fresh new programming that fits its upscale profile. As for Gekkeikan, we’ve come out with two new types, Nigori, a rough filtered sake, and Zipang, a sparkling sake, that will be big hits at bars and restaurants.”

KEYS TO SUCCESS:  “The key to our success has been our ability to listen to the consumers and constantly come up with fresh ways to entice them and let them know that when they are enjoying Sidney Frank Importing brands, they are enjoying the best brands the world has to offer. Our sales people are in the field every day, listening to consumers and hearing what they want,” says Deirdre Maher, director of corporate communications.

QUOTE FOR ON-PREMISE OPERATORS:  “Sidney Frank Importing will continue to come up with imaginative ways to promote our brands while bringing new, exciting products to market. We want customers to be as excited about our brands as we are,” says Maher.

SKYY SPIRITS LLC, A SUBSIDARY OF GRUPPO CAMPARI (MILAN)
San Francisco • skyy.com
CORE BRANDS: Skyy Vodka; Skyy flavors include Skyy Citrus, Skyy Berry, Skyy Vanilla, Skyy Orange, Skyy Melon; Campari, Cinzano; Cutty Sark; 1800 tequila and Gran Centenario tequilas; The Glenrothes; Ouzo 12; Matusalem rums; Martin Miller’s gins; Carolans Irish Cream; Tullamore Dew Irish Whiskey; Irish Mist liqueur; Midori; Zen Green Tea Liqueur; Yamazaki Single Malt Whisky

NEWEST PORTFOLIO ADDITIONS: Skyy90; Midori; Carolans Irish Cream

OF NOTE: Skyy is the No. 1 growth spirit among Adams’ Fast Track Brands, with 1,880,000 9-liter case sales in 2004.

NUMBER OF PERSONNEL: Approximately 125

PUSH TO PUBLICIZE IN 2006: “Skyy now has a complete portfolio of diverse spirits including luxury brands and premium brands to offer retailers. Skyy Spirits is a dynamic, market-driven brand builder and seller of quality spirits,” says Skyy Director of Public Relations Sue Hearn. “A relentless commitment to quality, innovation and style set us apart.”

QUOTE FOR ON-PREMISE OPERATORS: “Skyy Spirits would like to thank you for making us one of the fastest growing spirits companies in the world,” Hearn says. “We are going national with Skyy90, a product that has superior taste by design.”

WHITE ROCK DISTILLERIES
Lewiston, Maine • whiterockdistilleries.net
CORE BRANDS: Three Olives Vodka; Three Olives flavored vodkas; Cabana Boy flavored rums; Baja Rosa Cream Liqueur; Bowmore single malts; Maui Blue Hawaiian; Kapali; McClellands single malts; Tortilla Gold; Desert Island Tea; Ryans Cream, Kapali coffee; Samballa Sambuca; Pinnacle French vodka

OF NOTE: 350,000 9-liter cases in 2004; 450,000 in 2005

PUSH TO PUBLICIZE IN 2006: The continued success of the vodka flavor line and the launch of the new Three Olive Grape and Berry flavors

KEYS TO SUCCESS: A portfolio that is heavy with premium white spirits

QUOTE FOR ON-PREMISE OPERATORS:  “Our advice to bar managers is to stock up with the new Grape and Berry flavors, since we are seeing unbelievable results in test markets such as Phoenix, Milwaukee, and Cleveland. This brand will take your sales to a new level,” say Bill Dabbelt, vice president of White Rock Distilleries. NCB