Issue link: https://digital.copcomm.com/i/118688
the marriage of tradition, taste, trend, innovation and a low-calorie vodka all in one bottle gives the upstart brand a unique position and drove a 56.3% gain to 25,000 cases in its second year on the market. In beer, the "Most Interesting Man in the World" continues to attract consumers to Dos Equis Lager seven years after the magnetic and mysterious personality made the scene. His suave persona, coupled with Heineken's distribution network, morphed the brand from a regional favorite into a leading import, adding 3.4 million cases in 2012. Production method is another key element. Simply Naked's unoaked wine portfolio appeals with its crisp flavors, as does Fast 50 Methodology For more than 45 years, Technomic, Inc. has provided food, beverage and foodservice clients with research, insights and strategic consulting support to enhance their business strategies, decisions and results. Its services include category and channel analyses, customer satisfaction studies, opportunity assessments, benchmarking programs and brand equity enhancement. The 2013 Fast 50 brands were selected through analysis of volume performance metrics, key brand attributes and the supplier/ marketer's strategy and support for the brand. The analysis involved Technomic's adult beverage database of more than 1,000 spirits brands, 1,500 wine brands and 300 beer brands. In addition, brand marketers were invited to submit brands for consideration through outreach via THE TASTING PANEL. Additional primary sources included Technomic's MenuMonitor and the Technomic Trends in Adult Beverage reports. Secondary research was conducted utilizing third-party resources such as syndicated information and industry publications and associations. Volume criteria accompany each category's roster. Brands must have been on the market for all of 2012; if introduced during the year, they must have achieved such significant volume as to warrant consideration. Distribution may be regional or national. Ownership may be by major company or smaller or recently formed organization. the drinkability of HandCraft's interesting blend of Italian and California varietals. Tito's Handmade Vodka benefits by staying true to its small distillery origins even as it grows in volume, while Purity Vodka is distilled 34 times in small batches from organic winter wheat and barley. Each brand strives to tell that story to bartenders, retailers and consumers through a variety of marketing and communications, a solid strategy, as today's consumer wants to connect with the brand's origins and "back story." These brands are not only making great numbers, they're connecting with consumers and the trade. We'll drink to that! Fast 50 Spirits* (000s of 9-liter Cases) Volume Name U.S. Launch Category Supplier 2011 2012 % Change Adult Chocolate Milk 2010 Cordial and Liqueur Deutsch Family Wine & Spirits 15 40 166.7% New Amsterdam Vodka 2011 Vodka - Domestic E&J Gallo 350 900 157.1% 2006 Cordial and Liqueur Palm Bay International Importers 21 40 90.5% Aperol Fireball Cinnamon Whisky 2007 Canadian Whisky Sazerac 180 300 66.7% Jack Daniel's Tennessee Honey 2011 Cordial and Liqueur Brown-Forman Beverage Co. 279 464 66.3% Voli 2011 Vodka - Imported Palm Bay International Importers 16 25 56.3% The Kraken 2010 Rum Proximo Spirits 150 225 50.0% 2007 Cordial and Liqueur Veev Spirits 30 45 50.0% Veev Tito's Handmade 1997 Vodka - Domestic Fifth Generation 582 850 46.0% Patron XO Café 1992 Cordial and Liqueur Patron Spirits Co. 148 210 41.9% Bulleit Bourbon 1999 Straight American Whiskey Diageo 130 180 38.5% Red Stag by Jim Beam 2009 Straight American Whiskey Beam Inc. 251 346 37.8% 2003 Canadian Whisky Hood River Distillers 132 162 22.7% Pendleton Whisky Vesica 2010 Vodka - Imported Adamba Imports 34 41 20.6% St. Germain 2007 Cordial and Liqueur Bacardi USA 72 85 18.1% Sailor Jerry 2000 Rum William Grant & Sons 670 745 11.2% 1964 Scotch - Single Malt William Grant & Sons 120 133 10.8% Glenfiddich Bacardi Oakheart 2011 Rum Bacardi USA 148 The Fierce Five Spirits** (000s of 9-liter Cases) Volume Name Launch Category Supplier 2011 2012 % Change Ventura Limoncello 2008 Cordial and Liqueur Ventura Limoncello 2 8 397.8% 2009 Vodka - Imported Purity Vodka Inc. 1 4 300.0% Purity Vodka Hudson Whiskey 2006 Straight American Whiskey William Grant & Sons 3 4 183.9% Pisco Porton 2010 Brandy - Imported Pisco Porton LLc 3 8 166.7% 2011 Rum LeVecke Corp. 5 Sammy's Beach Bar Rum Source: Technomic Inc. 2013 "*Volume Criteria: Double-digit percent gain and volume more than 20,000 but less than 950,000 9-liter cases in 2012" "**Volume Criteria: Boutique, artisan or niche brand with volume less than 10,000 9-liter cases but achieving notable gainsin 2012 " Fast 50 Wine Brands* (000s of 9-liter Cases) Volume Name U.S. Launch Category Supplier 2011 2012 % Change 2011 Table Wine - Domestic DFV Wines 2 100 4900.0% HandCraft The Dreaming Tree 2011 Table Wine - Domestic Constellation Wines 55 180 227.3% Primal Roots 2011 Table Wine - Domestic Constellation Wines 60 140 133.3% Allure Bubbly 2011 Sparkling Wine - Domestic Triad Wine Co/Bronco Wine 65 117 80.0% Backhouse 2010 Table Wine - Domestic Cecchetti Wine Co. 33 62 87.9% Lolailo Sangria 2003 Table Wine Specialty Biagio Cru & Estate Wines 200 350 75.0% Simply Naked 2011 Table Wine - Domestic Constellation Wines 180 300 66.7% 90+ Cellars 2009 Table Wine -Domestic Latitude Beverage 80 128 60.0% La Marca 2009 Sparkling Wine - Imported E&J Gallo 150 300 50.0% Oyster Bay 2004 Table Wine - Imported Oyster Bay Wines USA 302 391 29.5% Bartenura 1997 Sparkling & Table Wine Imported Royal Wine Corp. 265 322 21.5% Murrieta's Well 1990 Table Wine - Domestic Wente Family Estates 10 12 20.0% entwine 2011 Table Wine - Domestic Wente Family Estates 150 175 16.7% Pairing Collection 2011 Table Wine - Domestic B&G Patriarche 27 "Source: Technomic Inc., 2013" "*Volume Criteria: Double-digit percent gain and volume more than 25,000 but less than 500,000 9-liter cases in 2012" **National launch in January 2012. Beer Fast 50* (000s of 2.25-gallon Cases) Name U.S. Launch Category Supplier 2011 2012 % Change Angry Orchard 2011 Cider Boston Beer 500 1,500 200% Yuengling Light 2001 Craft D. G. Yuengling & Son Inc. 5,700 7,000 81.4% Crispin 2008 Cider MillerCoors 300 50066.7% Torpedo IPA 2009 Craft Sierra Nevada Brewing 1,800 2,880 60.0% Twisted Tea 2001 Flavored Malt Beverage Boston Beer 2,750 3,750 35% Dos Equis Lager 1986 Imported Heineken USA 15,600 19,000 21.8% Dale's Pale Ale 2002 Craft Oskar Blues 475 575 21.1% Modelo Especial 1990 Imported Crown Imports 35,250 41,300 17.2% Pabst Blue Ribbon 1844 Value Mainstream Domestic Pabst Brewing Company 30,900 36,000 16.5% Blue Moon 1995 Super-Premium MillerCoors/Tenth and Blake 21,400 24,800 15.9% Mainstream Domestic Jacob Leinenkugel 1867 Craft Tenth and Blake/MillerCoors 7,400 8,400 13.5% Michelob ULTRA Light Cider 2012*** Cider AB InBev 1,000 Bud Light Platinum 2012** Domestic Light AB InBev 20,000 Source: Technomic Inc., 2013 "*Volume Criteria: Double-digit percent gain and volume more than 500,000 but less than 50,000,000 cases in 2012" **National launch in January 2012 ***Exception to the full-year 2012 distribution critera; allowance made due to reaching 1 million cases in 6.5 months on the market april 2013 / the tasting panel / 85