The Spirits of the Times
22 Companies To Know and Go To in 2007

Their brands and spirits products are household names in hospitality circles, and their combined portfolios and marketing efforts help drive traffic to venues far and wide, building revenue and profits. The spirits they supply are the chill liquid equivalent of the music and dance that drive an industry.
    They are silent partners in retail channel success, but who are these great and near great spirits companies of America and the world –– spirits purveyors with the measure of our success in spirits sales, packaging, branding, advertising, marketing, on-premise promotion and more? And which of their products, old and new, are most likely to create buzz and drive success in 2007? 
    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.
    We leave it to your collective entrepreneurial wisdom to sort out the winners from the also-ran brands, and to ferret out the promotional opportunities that are inherent as these 22 national and global players audition for your business at the start of this New Year.
    Read on and learn the latest about these spirits companies that are worth watching this year, as well as their newest products out there –– distilled, bottled and designed to lift operators to greater success in the near future.

Adamba Imports
Brooklyn, New York • www.adambaimports.com
• www.ultimatvodka.com • www.bisongrassvodka.com

CORE BRANDS: Ultimat Vodka; Ultimat Black Cherry Flavored Vodka; Bak’s Boonekamp; Bak’s Spirytus; 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:
Bak’s Boonekamp

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.

QUOTE FOR ON-PREMISE OPERATORS:
“Adamba Imports is one of the fastest-growing importers of premium vodkas and other alcoholic beverages from Poland. Since being established over a quarter century ago, we have provided our customers with products, which reflect our excellence and unique attributes, including Ultimat Vodka, Bak’s Bison Grass Vodka and Luksusowa Vodka.”

ALPHONSE CAPONE ENTERPRISES
St. Charles, Ill. • www.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.  Also available are four microbrews including Roaring 20’s Tommy Guns Amber, Hideaway Ale, Legs Light, and Roaring 20’s Swingin’ Stout.

Newest Portfolio Addition: Roaring 20’s Tommy Guns Vodka, featuring a 19-inch, hand-blown bottle from Poland. 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 15 states, Poland and China, and 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 2007: 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 demographic. 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 • www.bacardi.com

Core Brands: B&B, Bacardi Flavored Rums, Bacardi Party Drinks, Bacardi Rums, Benedictine, Bombay Original Gin, Bombay Sapphire Gin, Cazadores Tequilas, Dewar’s Scotches, DiSaronno Amaretto, Drambuie, Grey Goose Vodkas, Martini & Rossi Asti & Prosecco, Martini & Rossi Vermouths, Noilly Prat Vermouths

NEWEST PORTFOLIO ADDITIONS: Aberfeldy, Bacardi Grand Melon, Corzo Tequila and Dewar’s Signature

NUMBER OF PERSONNEL: Approximately 2,500 in the United States
 
On-Premise Promotions: Bacardi Gras and May Filled With Mojitos

Push to Publicize in 2007: The super-premium, on-premise success of Grey Goose vodka through the appointment of Master Mixologist Nick Mautone as Brand Ambassador. The restaurateur, beverage expert and author of the cocktail and entertaining book, “Raising the Bar,” is one of the foremost tastemakers bridging the gap between the epicurean activities of the kitchen and cocktail making at the bar.

Of Note: Bacardi rums account for sales in excess of 200 million bottles per year worldwide. And since its acquisition from Sidney Frank, sales of Bacardi’s Grey Goose vodka reportedly have jumped to around the 3 million 9-liter case mark.

Quote for On-Premise Operators: “The Bacardi USA portfolio includes some of the finest premium spirits available –– great names that consumers love. As a company, we know that the on premise market is a key driver the premium image and bar call so this segment is vitally important to us. We look to bartenders to work with us as partners –– not only to create demand for our products, but act as the frontline for our brands –– through education on the quality of our spirits, the mixability and great taste of our cocktails. The recent explosion of the Bacardi Mojito cocktail on premise is a great example of this,” says John Esposito, president and CEO, Bacardi USA.

BARTON BRANDS
Chicago • www.bartonbrands.com

  Core Brands: 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.”

Beam Global
Spirits & Wine
Deerfield, Ill. • www.beamglobal.com

CORE BRANDS: Absolut; Absolut flavors; Jim Beam; DeKuyper Cordials and Schnapps; Sauza Tequila; Maker’s Mark, Canadian Club; Courvoisier Cognac, Level Vodka; Knob Creek; The Small Batch Bourbon Collection; Starbucks Liqueurs; The Dalmore Highland Malt; El Tesoro Tequila; Laphroaig Single Malt, Vox vodka, Cruzan rums, Plymouth gin, Fris vodka

NEWEST PORTFOLIO ADDITIONS: DeKuyper Pucker Strawberry Passion; DeKuyper Pucker Berry Fusion; Absolut Ruby Red; Absolut Pears

NUMBER OF PERSONNEL: 300

CASE VOLUME: Approximately 23 million cases

FAVORITE ON-PREMISE PROMOTION: DeKuyper “Bump It Up!”; Sauza’s Live All Summer!; House of Courvoisier events; Small Batch Bourbon flights

PUSH TO PUBLICIZE IN 2007: 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: The company is well positioned to take advantage of the trading-up trend happening among consumers.

QUOTE FOR ON-PREMISE OPERATORS: “Continue to look for innovative on-premise promotions and profit-generating premium and super-premium offerings, such as Level; Starbucks Liqueurs and Sauza Tres Generaciones from your Future Brands salesperson.”

BLAVOD EXTREME SPIRITS PLC
Franklin, Tenn. • www.blavodextreme.com

Core Brands, United States: 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; L’iLLuminata & 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: $16,268,000

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

PUSH TO PUBLICIZE: El Diamante del Cielo tequilas and Blavod’s flagship Blavod vodka, black in color — a super-premium spirit that fits big bar holiday occasions, including Halloween, consistently the biggest bar night of the year.

Keys to Success: Blavod brings new and innovative products to the United States and international spirits market, with 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 BEVERAGES WORLDWIDE
Louisville, Ky. •  www.brown-forman.com
 
Core Brands: Jack Daniel’s; Jack Daniel’s Single Barrel; Gentleman Jack; Southern Comfort, Finlandia vodka, Canadia Mist, Woodford Reserve; Jack Daniel’s Country Cocktails; Early Times; Appleton Estate Jamaica Rum; Tuaca Liqueur; Amarula Cream; Korbel Champagnes; Fetzer wines; Bonterra and Bolla wines
 
Number of Personnel: 3,750 employees in the United States and abroad
 
Annual Sales: At the close of the 2006 fiscal year, $2.4 billion

Favorite On-Premise Promotion: Jack Daniel’s Studio No.7 –– an initiative to provide consumers with an intimate music experience that only Jack Daniel’s can deliver. The unique interaction between Jack Daniel’s Tennessee Whiskey and authentic, live music is what defines the Studio No.7 experience.

Push to Publicize in 2007: Jack Daniel’s NASCAR sponsorship, Southern Comfort’s Music program, including sponsorship of the SoCo Music Experience, Voodoo Music Experience, the New Orleans Jazz and Heritage Festival, and the Woodford Reserve Master’s Collection and the Infusion Revolution, infusing fruits and spices into Woodford Reserve (popular for on-premise).

Of Note: Brown-Forman Corp. 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.

QUOTE FOR ON-PREMISE OPERATORS: “Brown-Forman realizes that brands are built in the on-premise. We believe in the channel, and we invest there. By supporting on-premise operators, we are able to develop programs that extend our messages of mixability and responsibility.”    

CASTLE BRANDS
New York, N.Y. • www.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:  Castle Brands completed an initial public offering in April 2006 raising approximately $26 million of net proceeds. These funds will help support Castle Brands’ marketing campaigns and acquisition programs.
 
Push to Publicize: Boru Vodka will launch a new, upscale package, which will be supported by a substantial marketing and advertising campaign in 2007. Claes Fick, the former head of Absolut for V&S for America, will coordinate this launch and marketing program.
 
Quote for Operators:  “Boru Vodka, Gosling’s Rum and our Irish whiskeys have all enjoyed substantial growth over the past year, far exceeding category growth.  We are focusing our resources to continue this trend in 2007,” said Roseann Sessa, VP marketing and public relations.

CHARLES JACQUIN ET CIE
 Philadelphia • www.jacquins.com

Core Brands: Pravda Vodka; Irish Manor; Jacquin’s Blackberry Brandy; Bartender’s Original Cocktails; Jacquin’s line of cordials and schnapps; Chalfonte Cognac; V.S.O.P. Vendome Brandy; Pennsylvania Dutch Egg Nog and Hot Spiced Wine.

NUMBER OF PERSONNEL: 100 plus

ANNUAL SALES: More than $50 million

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.

PUSH TO PUBLICIZE IN 2007: Pravda Vodka

QUOTE FOR ON-PREMISE OPERATORS: “Generations of experience make for the finest products.”

DIAGEO NORTH AMERICA
Stamford, Conn. • www.diageo.com

CORE BRANDS: Smirnoff, Crown Royal, Baileys, Guinness, Sterling Vineyards, Johnnie Walker, Ciroc, Tanqueray, Jose Cuervo, Captain Morgan, Beaulieu Vineyard Wines

NEWEST PORTFOLIO ADDITIONS: Smirnoff Twisted V Arctic Berry; Smirnoff Raw Tea Malt Beverage, Captain Morgan Parrot Bay Tropical Malt Beverages, Smirnoff Lime Flavored Vodka; Captain Morgan Tattoo; Cuervo Black; Cuervo Flavors

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

ANNUAL SALES: North America: $4.6 billion (after deducting excise duties) in 2006. Global: $13.4 billion (after deducting excise duties) in 2006

FAVORITE ON-PREMISE PROMOTION: Captain Morgan Search Party

PUSH TO PUBLICIZE IN 2007: 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: “Diageo fundamentally believes that to grow our business, we need to help our customers grow theirs.  As a supplier, it is our job to deliver great brands and responsible marketing, and we will continue to do just that in order to drive growth and profitability across all three tiers,’” says Ivan Menezes, president & CEO, Diageo North America.

DISTILLERIE STOCK USA LTD.
Woodside, N.Y. • www.stockusaltd.com

Core Brands: Imported Stock Vermouths, Stock ‘84 V.S.O.P. Brandy, GranGala Triple Orange Liqueur, El Charro Premium Tequila, 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, Stock Fernet 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 in Nightclub & Bar’s Market Maker Awards in 2006.
 
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.

HEAVEN HILL
Bardstown, Ky. • www.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 Liqueur; O’Mara’s Irish Country Cream; PAMA Pomegranate Liqueur

NUMBER OF PERSONNEL: 400 plus

KEYS TO SUCCESS: Independence, relationships, size, portfolio

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

PUSH TO PUBLICIZE IN 2007: PAMA, HPNOTIQ, Evan Williams, Evan Williams Single Barrel, O’Mara’s Irish Country Cream

QUOTE FOR ON-PREMISE OPERATORS:  “Heaven Hill will continue to develop innovative products for on-premise experimentation.”

INFINIUM SPIRITS
(formerly Wilson Daniels Ltd.)
Aliso Viejo, Calif. • www.infiniumspirits.com

Core Brands: Cabo Wabo Tequilas; Seagram’s Extra Smooth Vodka; Seagram’s Platinum Vodka, Seagram’s Flavored vodkas; Tequila Corralejo; Casa Noble Tequilas; Fernet Branca; Molinari Extra Sambuca; Bafferts Gin, Bafferts Mint, Zaya Rum, and new this year, Corner Creek Reserve Whiskey Bourbon and Templeton Rye Whiskey

Number of Personnel: Approximately 34 employees currently in the United States

ANNUAL SALES: Not disclosed (private company)

APPROXIMATE CASE VOLUME SALES ANNUALLY: Not disclosed (private company)

Push to Publicize for 2007:  Cabo Wabo Reposado Tequila –– winning a Double Gold Medal at the 2006 San Francisco World Spirits Competition and new upscale packaging design on all Cabo Wabo Tequila.  As well as the launch of a super ultra premium tequila “Cabo Uno,” that is aged two years longer than the Cabo Wabo Anejo and bottled in distinctive lead-free crystal decanters. And Corralejo Anejo Tequila –– the winner of a Double Gold Medal at the 2006 San Francisco World Spirits Competition. Seagram’s Vodka launched three new flavored vodkas in January:  Espresso (w/ caffeine), Wild Grape and Blackberry. Two additional new product lines –– Corner Creek Reserve Bourbon Whiskey and Templeton Rye Single Barrel Whiskey –– also launched in January, 2007.

Quotes for On-Premise Operators:
“2007 will be an exciting year for Infinium Spirits. We will continue to create exciting activities with our Tequila Brands, with new packaging and the launch of a Super Ultra Premium Tequila Cabo Uno. In addition, we will be launching new product offerings: three new exciting Seagram’s Flavored Vodkas (Espresso, Wild Grape and Blackberry), Corner Creek Bourbon and Templeton Rye Whiskey.  Our expanded portfolio gives us a number of additional opportunities to enhance our selection to on-premise customers.” says Ron Ng, vice president of marketing, Infinium Spirits.  President of Infinium Spirits Carl Carlson adds, “Our portfolio has an ultra/super premium positioning. This, combined with our high on-premise orientation, helps us to focus our approach on each of our brand’s individual strengths.”

MCCORMICK DISTILLING CO.
Weston, Mo. • www.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.

Push to Publicize in 2007: 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 2007, McCormick has plans for several new product introductions.

Quote for On-Premise Operators: “Treat every account as if you owned it.”

MOëT HENNESSY USA
New York City • www.mhusa.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, Ceretto, Monsanto, Capezzana, Glenmorangie, Ardbeg, Casa Lapostolle, Cape Mentelle, Livio Felluga, Navan,Green Point, Cloudy Bay, Cheval des Andes, Marques de Grinon, Chateau La Nerthe, Cheval Blanc, Chateau d’Yquem.

NUMBER OF PERSONNEL: 275

ANNUAL SALES:  $1.2 billion

PUSH TO PUBLICIZE: Hennessy 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. Glenmorangie’s recent launch of Margaux Cask Finish, Veuve Clicquot’s introduction of the Rare Vintages and Chandon’s Crown Seal launch for Etoile represent exciting new developments within the company.

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 its spirit brands. The powerful Moët Hennessy USA product range provides on-premise accounts with wines, spirits and Champagnes that are among the most highly esteemed in the industry.”


PERNOD RICARD USA
White Plains, N.Y. • www.pernod-ricard-usa.com

Core Brands: Chivas Regal, Kahlúa,
Stolichnaya, Jameson, Malibu, Wild Turkey, Martell, Seagram’s Gin, Beefeater, Hiram Walker Liqueurs, The Glenlivet, Hiram Walker, Pernod, Ricard, GH Mumm, Mumm Napa, Perrier Jouët, Jacob’s Creek, Brancott Vineyards, Wyndham Estates, Campo Viejo

Number of Personnel:
Approximately 1,300

Annual Sales: Pernod Ricard reported 2005/2006 fiscal year sales of Euros 6.1 billion for its global wine and spirits business, up 68 percent compared to 2004/2005 fiscal year.  Growth not only resulted from the contribution of Allied Domecq brands, but also from the sustained 4.3 percent organic growth (excluding spirit bulk sales) achieved by Pernod Ricard’s original brands. (Pernod Ricard fiscal year begins on July 1 and ends on June 30 of the following year).

Of Note:  The completion of Pernod Ricard’s acquisition of Allied Domecq in 2005 vaulted Pernod Ricard USA to the forefront of the U.S. spirits market, doubling the company’s sales value and market share. The company is now the third largest in the U.S. spirits industry by sales value and the fifth largest by sales volume in the United States.
 
Push to Publicize in 2007: The newly integrated brands, particularly Kahlúa, Malibu, Stolichnaya and Beefeater Gin, which filled previous gaps in critical growth categories. Look for continued focus on Chivas Regal, Seagram’s Gin, Jameson, The Glenlivet, Wild Turkey and Martell, as well as expanded wine business.

Quote for On-Premise Operators: “Consumers are more discerning than ever about quality, and they are prepared to pay more for it,” says 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.”

SHAW-ROSS INTERNATIONAL IMPORTERS
Miramar, Fla. • www.shaw-ross.com

CORE BRANDS: Imperia vodka, Flor de Cana Rums (Nicaragua) Brugal Rums (Dominican), Cardenal Mendoza (Spanish brandy), Espolon Tequila; Pusser’s Navy Rum; Ron Viejo de Caldas Rums (Colombia); Raynal VSOP (French brandy); Aguardiente Cristal, Liquore Strega, Glengoyne (single malt dcotch), Gaetano cordials, Pisco Capel, Marques de Riscal, Callaway, Real Sangria, Tosti Asti, GatoNegro, Castillo de Molina Reserva, Lombardo Marsala, Blue Nun.

NEWEST PORTFOLIO ADDITIONS: Barsol Pisco, Red Cliff, Biondi Santi, Chateau de La Gardine,

NUMBER OF PERSONNEL:
80-plus people.

TOTAL CASE VOLUME: Approximately 1.8 million in 2006

ANNUAL SALES: Approximately $110 million

PUSH TO PUBLICIZE IN 2007: With continual growth in sales and our diversified portfolio, Shaw-Ross brands continue to expand throughout the country.

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, N.Y. • www.sidneyfrankco.com
 
CORE BRANDS: Jägermeister Liqueur, Tequila Corazon de Agave, Gekkeikan Sake, Michael Collins Irish Whiskey, Jacques Cardin Cognac
 
NEWEST PORTFOLIO ADDITIONS: Michael Collins Irish Whiskey, an ultra-premium Irish whiskey launched in March 2006; Jacques Cardin VSOP Cognacs in original, Jasmine, and Apple, launched in July 2006; and Tommy Bahama Rums, to be launched in spring 2007
 
NUMBER OF PERSONNEL: 154 full-time employees
 
CASE VOLUME: Approximately 2.75 million cases in 2006
 
ANNUAL SALES: $325 million
 
FAVORITE ON-PREMISE PROMOTION: Jägermesiter parties hosted by the famous Jägerette promotional models.
 
PUSH TO PUBLICIZE FOR 2007: Jägermeister promotions continue to grow and expand. The Jägermeister Music Tour was a success in 2006, as was sponsorship of the Jägermeister Race Team in the National Hot Rod Association, and operators can expect these programs to grow in 2007.  Company is concentrating on our new brands, Michael Collins Irish Whiskey and Jacques Cardin Cognac, and will be infusing Corazon Tequila with some fresh new programming that fits its upscale profile. Regarding Gekkeikan, the introduction of Zipang Sparkling Sake was huge, the company says, and it expects to capitalize on that this year. The company predicts that the introduction of Tommy Bahama Rums will be one of the biggest spirit introductions of all time, with a lot of great things in store for this ultra-premium rum.  
 
KEYS TO SUCCESS:  The key to the company’s success has been its ability to listen to consumers and constantly come up with fresh ways to entice them, communicating the message that when they are enjoying Sidney Frank Importing brands, they are enjoying top brands.
 
QUOTE FOR ON-PREMISE OPERATORS:
“Sidney Frank Importing has led the way in introducing ultra-premium brands that are imaginative and cutting-edge. We also lead the way in creating successful turn-key programs and promotions for on-premise operators. These elements equal success for all our partners!”
 
SKYY SPIRITS
(a subsidiary of Gruppo Campari, Milan)
San Francisco • www.skyy.com

CORE Brands: SKYY 90, SKYY Vodka, SKYY Flavors, Campari, Cinzano, Cutty Sark Blended Scotch Whisky, 1800 and Gran Centenario tequilas, The Glenrothes Single Malt Scotch Whisky, Ouzo 12, Matusalem Rums, Martin Miller’s Gins, Old Smuggler, Carolans Irish Cream, Tullamore Dew Irish Whiskey, Irish Mist Liqueur, Midori Melon Liqueur, ZEN Green Tea Liqueur and Yamazaki Single Malt Whisky, Akadam Plum Wine, Tipperary Irish Cream

NEWEST PORTFOLIO ADDITIONS:
SKYY90, Aperol, Old Smuggler, The Glenrothes Select, 1800 RTD

ANNUAL SALES: 810 million Euros ($1,066,971,545.2530 U.S. Dollars) for Gruppo Campari in 2005.

OF NOTE: SKYY  is the leading domestic super-premium vodka brand in the United States, selling more than 2,000,000 cases annually.

KEYS TO SUCCESS: SKYY Vodka continues to grow its portfolio of luxury and premium spirits with a commitment to quality, innovation and style.

NUMBER OF PERSONNEL: 134

PUSH TO PUBLICIZE IN 2007: SKYY 90 National Launch, House of Campari/Campari’s Art Programs, SKYY’S “Cocktail Moments” campaign.

QUOTE FOR ON-PREMISE OPERATORS: “Challenging our team to innovate every day in marketing, sales and product development will maintain Skyy’s growth.  Maintaining a laser-like focus on building brands of quality with innovation and style is a mission everyone at Skyy takes seriously. Equally as important is providing service to our partners and increasing profitability every year,” says Gerry Ruvo, Skyy Spirits CEO.

THE PATRON SPIRITS CO.
 Los Angeles • www.patronspirits.com
 
CORE BRANDS: Patrón tequilas (Anejo, Reposado, Silver); Gran Patrón Platinum tequila; Pyrat Rums; Citronge Orange Liqueuer; Patrón XO Café

NEWEST PORTFOLIO ADDITIONS:
Gran Patron Burdeos

OF NOTE: Patrón eclipsed 1,000,000 cases in 2006 and looks to take over the position of the No. 2 selling tequila brand.
 
Keys to Success: Attention to detail, quality; great brand, employees and distributor network.
QUOTE FOR ON PREMISE OPERATORS: “Patron Tequilas are not only the No. 1 ultra-premium tequilas in the world, but in 2007 sales are projected to surpass the No. 2 tequila in any price category,” says Matt Carroll, vice president, marketing. “For increased profits and image, feature Patron Tequilas in your establishment.”

THREE-D SPIRITS INC.
Petaluma, Calif. • www.redrum.com

Core Brands: RedRum, VooDoo Spiced Rum and Jolly Roger Rums

Number of Personnel: 3

Push to Publicize in 2007: VooDoo Spiced Rum will continue its “Vote For VooDoo” campaign, where it challenges consumers to a blind taste test with Captain Morgan’s. Also, look for new Jolly Roger Coconut Rum.

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.

WHITE ROCK DISTILLERIES
Lewiston, Maine • www.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

New Product Launches: Three Olives Watermelon and Pomegranate in late 2006.

Of Note: Three Olives brand grew by 52 percent in 2006 and reached the 600,000 case mark.

Keys to Success: A portfolio that is heavy with premium white spirits.

Quote for On-Premise Operators: “Stock up with the Grape and Berry flavors, since we are seeing unbelievable results in test markets. This brand will take your sales to a new level,” says Bill Dabbelt, vice president of White Rock Distilleries.                                         NCB