Key vendors are boosting their sales by launching new products and innovative marketing strategies
Technavio, a company that develops over 2000 pieces of research every year and covers more than 500 technologies across 80 countries, has announced the top five leading vendors for the global American whiskey market in their latest research report. This report also lists 9 other prominent vendors who are expected to contribute to this market’s growth between 2016-2020.
To identify the top vendors, Technavio’s market research analysts have taken into account the revenue generated by the retail sales of American whiskey products to individual consumers as well as clubs, pubs, and bars.
This Technavio report, under alcoholic beverages vertical, is based on the synthesis, analysis, and interpretation of information about the global American whiskey market collected from specialized sources. The analysts have derived insights using a mix of primary and secondary research with an aim to provide a holistic picture of the market.
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Competitive vendor landscape
In the global American whiskey market, the competition among vendors is on the basis of new product launches, pricing, flavors, and innovative packaging. American whiskies are gaining popularity among several emerging economies as well as leading countries such as the US, the UK, France, and Germany. The intense competition among vendors leads to continuous innovations and launch of new products in the market, which is witnessing several acquisitions and mergers. The large players are acquiring small vendors to increase their product portfolio in various product segments. For example, in 2015 Bacardi acquired Angels Share Brands including its Louisville Distilling subsidiary and Angel’s Envy brand, and entered the American whiskey market. Big brands like Brown-Forman has a competitive edge in the market due to increased global demand for American whiskies such as bourbon and Tennessee and rye whiskey. Moreover, the market is also registering an increased demand for flavored whiskey, which will further intensify the competition in the coming years.
“The launch of new products will drive strong sales in the American whiskey market during the forecast period. Such developments will help the vendors to meet the increasing demand in the market and gain a larger consumer base. Vendors are also boosting their sales by adopting new marketing strategies to increase awareness about their products in the market. Moreover, several companies are trying out new packaging and labeling designs to attract more customers and drive sales of American whiskey,” says Manjunath Reddy, a lead analyst at Technavio for research on alcoholic beverages.
Beam Suntory
The acquisition of Beam by Suntory, resulted in the establishment of Beam Suntory, operating under one unit as a manufacturer and retailer of distilled spirits in the global market. The company has segregated its product into four categories such as power brands, rising stars, local jewels, and value creators. It offers wide range of products across various categories which include Japanese whiskey, American whiskey, Canadian whisky, Irish whiskey, and Scotch. Further, the company has introduced new variants in the whiskey market to increase its offerings. To sell and distribute its products effectively in the market, it functions through various business models. For instance, in the US, Beam Suntory sells its products through wholesale distributors to resellers, who then sell them to retail outlets.
Key products: Jim Beam, Maker’s Mark, Old Grand Dad, Old Crow, Knob Creek, Basil Haydens, Booker’s, and Baker’s.
Brown-Forman
In the US, Brown-Forman is one of the leading alcoholic beverage manufacturers. The company deals with the manufacturing, marketing, bottling, importing, and exporting of a huge variety of alcoholic beverages and brands. It has increased its Old Forester production due to the rise in demand for bourbon whiskey products in the market. For effective distribution in the European markets, Brown-Forman has collaborated with Bacardi.
Key products: Jack Daniel’s, Woodford Reserve, Early Times, Gentleman Jack, and Old Forester.
Diageo
Diageo is a premium drinks brand and offers a range of alcoholic beverages such as spirits including brandy, cognac, gin, liqueurs, rum, schnapps, spirit drinks, tequila, vodka, whiskey, and reserve, beer, and wine. The company segregates its brands under categories including ultra-premium, super-premium, premium, standard, and value. To help consumers track their alcohol and calorie intake, it revamped its Drinkiq.com website, which offers tools such as a drink calculator. Moreover, Diageo offers consumers the tips on drinking and provides info on how food, size, age, and gender factors determine the way a body processes alcohol. In 2015, it launched high-end bourbon and revealed its Blade and Bow Kentucky Straight Bourbon Whiskey brand. The whiskey is available in two offerings- Kentucky Straight Bourbon Whiskey and 22-Year-Old Limited Release Kentucky Straight Bourbon Whiskey. This launch will increase its presence in the high-end bourbon segment and will fuel the company’s growth during the forecast period.
Key products: Bulleit, Rhetoric, Lost Prophet, and Forged Oak
Gruppo Campari
Gruppo Campari is one of the leading beverage companies in the world and offers various beverages such as aperitifs, vodka, whiskey, tequila, rum, gin, liqueurs, sparkling wines, still wines, ready-to-drink beverages, and soft drinks. It offers these beverages in more than 190 countries and operates through its 16 manufacturing plants.
Key products: Barter House, Wild Turkey, Blade and Bow Kentucky Straight Bourbon Whiskey, and Russell’s Reserve.
Heaven Hill
Heaven Hill, which is now known as Heaven Hill Brands, is one of the America’s largest independent, family-owned companies. It operates as a manufacturer and seller of distilled spirits. The company launched the American Hero edition bottle with custom red, white and blue label, that showcases the individual stories of 10 American heroes. In addition, to pay honor to the American independence, it will also feature stripes and stars on white, red and blue bottles.
Some Key products: Bernheim Original, Evan Williams, Elijah Craig, etc.
Other prominent vendors in this market include Alexandrion Grup Romania, Alltech Lexington Brewing and Distilling, Barrel House Distilling, Boone County Distilling, Boundary Oak Distillery, Kirin Brewery, Michter’s Distillery, Sazerac, and Willett Distillery.
A more detailed analysis is available in the Technavio report, ‘Global American Whiskey Market 2016-2020’ Technavio also customizes reports by other regions and specific segments upon request.
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