“The American Whiskey Collective will identify opportunities to maximise our portfolio opportunity and minimise competition through the development of a clear portfolio strategy and right to win versus the competition. With huge growth expected for our premium plus whiskeys, the Collective will permit us to design highly strategic moves to corner the market and meet customer expectations.”
Craig Johnson,Head of the American Whiskey Collective
Product innovation
Staying with the whiskey market in the US, this time with the Irish whiskey category, Jameson recently launched its first flavoured whiskey, Jameson Orange, perfect on its own or as a mixer for an easy cocktail. The blend targets consumers who are curious to explore whiskey but are looking for a sweeter, more refreshing and less traditional starting point. With flavoured whiskey sales strong - up more than 30%(5) - Jameson Orange, named the #1 innovation in NABCA,(6) offers a ready-to-mix option that opens up new moments of consumption and recruits a new set of consumers.
“American whiskey is an extremely vibrant spirits category, and our investments over the last few years in Jefferson’s, Rabbit Hole, Smooth Ambler and TX have proven very successful. Now it’s time to drive even more outsized growth for these brands by managing and building a world-class marketing and operations approach.”
Ann Mukherjee,Chairwoman & CEO of Pernod Ricard North America
- IWSR.
- NABCA On/Off Premise Growth for Domestic Whiskey R12 through 3/3/2022.
- In absolute dollar value.
- Total US, Nielsen US Total US xAOC + Liquor Plus, $ Change YGAO, 52 weeks ending 18/06/2022.
- Nielsen end-to-end data 2020. Nielsen xAOC +Liquor Plus Whiskey Category Value ($) Share L52WE 27/03/2021.
- Nielsen xAOC + Liquor Plus data ending 18/04/2022; NABCA OFF-prem (excl. IA, MS, WV, WY, ME, MT) through March2022. Reorder rate for the first 3M was 46% vs 36% for Cold Brew.