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New Hampshire Commission Sales and Marketing are Collaboration Recieves National Recognition

July 8, 2013 By: Nightclub & Bar


Horizon Beverage Company recently received top national honors in three product categories from Bacardi USA for its 2012 New Hampshire Liquor & Wine Outlet sales and a coveted President’s Award for distributor of the year. Horizon credited innovative marketing and sales efforts developed in collaboration with the New Hampshire Liquor Commission (NHLC) for the substantial growth in sales of Bacardi Flavored Rums, Dewar’s and Martini & Rossi products. Horizon Beverage distributes the Bacardi portfolio of brands which in 2012 accounted for $22.3 million in NHLC sales. Last year NHLC sales hit a record $559 million – a 3% increase over the previous fiscal year.  Since the first New Hampshire Liquor & Wine Outlet was opened in 1934, liquor and wine sales have generated $2.4 billion for the state. NHLC is expecting to net an additional $1 billion for New Hampshire’s General Fund in the next eight years.


Horizon Team

The Bacardi Founder’s Awards are presented annually and are based on percentage growth versus the prior year. Awards are presented in two categories – Tier 1 which includes larger states with higher sales volumes like California, Florida and New York and Tier 2 which includes many “control” states like New Hampshire and Pennsylvania. Horizon Beverage Company received four total awards including:

  • Tier 2 President’s Award for distributor of the year for 7.2% increase in overall Bacardi portfolio sales, nearly double the next closest distributor.
  • Tier 2 House of Martini award for 12.3% growth in Martini & Rossi product sales.
  • Tier 2 Bacardi Flavored Rum award for 11.3% growth in sales of Bacardi Flavored Rums.
  • Tier 1 House of Dewar’s award for 22.7% growth in sales of Dewar’s products, highest growth among all states.

“Creative marketing efforts developed in collaboration with the NHLC like the Summer Fun Tour and the NH Highland Games Dewar’s promotion played critical roles in increasing portfolio brand awareness and generating higher sales. These programs enable us to offer more competitive prices to the state and also introduce consumers to rare and highly sought after products, available exclusively in New Hampshire. For example, we were able to bring a Dewar’s brand ambassador from Scotland to New Hampshire Liquor & Wine Outlets who offered tastings of Dewar’s Aberfeldy 21 Year Old Single Scotch Whisky,” said Joe LaRocca, president of Horizon Beverage Company. “These awards signify more than an increase in alcohol sales, however. They illustrate what many of us in the beverage industry already know – that NHLC staff and leadership are laser-focused on developing innovative programs to generate more revenue for the state – which ultimately benefits all New Hampshire residents.”

The New Hampshire Liquor & Wine Outlets’ Summer Fun Tour, a state-wide experiential marketing and public relations campaign, was specifically praised by Bacardi USA. Sponsored by Bacardi and Horizon Beverage Company, the Summer Fun Tour launched on July 1, 2012 and delivered valuable savings, impressive prizes and a fun experience directly to New Hampshire visitors and residents.

A branded vehicle and “summer fun teams” were deployed at 39 key locations and events around the Granite State throughout the busy summer months to encourage visitors to shop at New Hampshire Liquor & Wine Outlets, save on wines and spirits, and enter to win a number of great prizes, including overnight New Hampshire getaways and Summer Fun Prize Packs.

In addition to supporting sales, the Summer Fun Tour strengthened relationships with on-premise licensees, wine and spirit industry members and businesses throughout the state. An expanded 2013 Summer Fun Tour recently kicked off on June 15 and will continue through September.

“The Summer Fun Tour partnership and Horizon’s national recognition are prime examples of how our agency is increasing profitability by collaborating with industry partners,” said New Hampshire Liquor Commission Chairman Joseph W. Mollica. “Each and every day our staff is committed to identifying new, creative and responsible avenues for delivering more value and selection to consumers while increasing revenue for the state. We congratulate Horizon for this accomplishment and look forward to developing additional creative campaigns with brokers and distributors for the benefit of our consumers.”


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