More Single Malts Join Ranks

6801FYIE One of the prime examples of the U.S. consumer's move toward superpremium spirits has been the increasing popularity of single malt Scotch whiskies. Indeed, many leading retailers across the country have doubled or even tripled their inventory of single malts in the past few years.

Meanwhile, suppliers are keeping up with the demand by continuing to expand their portfolios of single malt Scotch offerings. The latest includes Glen Moray Speyside Single Malt, a product of Glenmorangie plc, distributed in the U.S. by Brown-Forman Select Brands. Glen Moray comes in two bottlings: 12 Years Old ($24.99 suggested retail) and 16 Years Old ($39.99 suggested retail). Both versions have been rolled out nationally.

"This excellent whisky has a mellowed, balanced taste designed to appeal to that broad market which is now sampling single malt whiskies," said David Dorsey, acquisition director for Brown-Forman Select Brands. 6801FUID

Hiram Walker has also introduced a new Speyside single malt bottling, The Glenrothes 1982 vintage, which is matured in approximately 90% American oak bourbon barrels and 10% Spanish sherry casks. The brand has a full, well-rounded, fruity flavor with a buttery softness and hints of vanilla, the company says. The Glenrothes 1982, which retails for about $60, comes in a clear, glass bottle with a label reminiscent of a "checking slip" filled out by a master taster to record the date of distillation, year of bottling and his tasting notes.

In honor of its 50th year in the U.S., Bolla Italian Wines, imported by Brown-Forman Beverages Worldwide, threw a bash at Windows on the World, in New York City's World Trade Center. Among the special guests were Francesco Bolla (left), the fourth-generation Bolla to head the family's winery, and author and bonvivant George Plimpton.

Courvoisier Takes Provocative Tack

Return to Top

In an effort to create a more accessible and relevant image for Courvoisier cognac, Domecq Importers has launched a multi-faceted new campaign which includes advertising, promotion and a packaging redesign.

Employing imaginative and surrealistic photography and the tagline, "Welcome to the State of Courvoisier," the marketers hope the campaign will attract "a new generation of socially adventurous urbanites to experience the brand's unique attributes."

"There is a tremendously high regard for Courvoisier among cognac drinkers," said brand manager Kevin McCarthy. "It is most often reserved for special occasions and perceived by many as a topshelf luxury good. Our objective is to capture the premium appeal of Courvoisier while encouraging our target consumers to indulge in the cognac experience more frequently."

The campaign breaks in mid-January in upscale magazines and outdoor, and will roll out into epicurean and ethnic lifestyle magazines in February. New bottle designs for the V.S. and V.S.O.P. marques, described by the marketer as "contemporary," are scheduled for the first quarter to coincide with the advertising launch.

0198fyi5 Sherry-Lehman Inc., of New York City, announced the promotions of three important members of the organization. Michael A. Yurch, Jr. (left) was named president of Sherry-Lehman, promoted from executive vice president; Sara Weinberg, who is vice president in charge of advertising, was also named assistant secretary treasurer; and Steven R. Perrin was appointed chief financial officer. Michael Aaron will continue as chairman of the company.

Pisco Comes To The U.S.

Return to Top

Defined by some as "the national drink of Chile," pisco is a Chilean brandy, produced by harvesting certain indigenous grape varieties, aging the juice, then distilling it into its final form. Now, two brands from Cooperativa Agricola Pisquera Elqui, Ltda. (Pisco Capel) are being introduced into the U.S. by Shaw-Ross International Importers.

Alto del Carmen Pisco Reservado is made from 100% muscat grapes, which are aged for six to eight months in American oak casks. Pisco Capel is a blend of 30% muscat grapes and 70% pedro jiminez and torontel grapes, which are aged four to six months in wooden casks. Both brands are distilled using water from the Andes, resulting in a clear spirit with a delicate bouquet.

Both piscos are 80 proof and come in 750 ml bottles. Alto del Carmen also comes in a gift box. The brands have suggested retail prices of between $9 and $13.

Name Change For Popular Wine

Return to Top

The August Sebastiani Heritage line of 1.5-liter premium varietal wines has simplified its brand identity. The wines are now called "Heritage" only. Sebastiani Vineyards hopes to keep the Sebastiani name associated only with its hand-crafted wines from Sonoma.

"Our goal is to eliminate any blurring of identity," said ceo and chairman Don Sebastiani. "We've dedicated our best Sonoma vineyards, best barrels and top winemaking talent to Sonoma Cask and Estates. Limiting the Sebastiani name solely to those wines reflects our commitment to their excellence."

Sebastiani has already created several stand-alone brands, including Talus, Vendange and Nathanson Creek. The national rollout of the revised Heritage package was completed this past fall.

Seagram Expands Godiva Line

Return to Top

Seagram Americas has added a new flavor to the growing Godiva brand family of liqueurs. Godiva Cappuccino Liqueur has been rolled out into four markets, including New York, New Jersey, Connecticut and parts of Florida. The line extension is made by combining the original Godiva Chocolate Liqueur with a blended extract of espresso-roast Colombian and Indonesian coffee beans.

Meanwhile, the company has increased distribution of its Godiva White Chocolate Liqueur. The brand is now available in Texas and Southern California, in addition to the 12 states where it has been previously sold.

Please Note: Some pictures or diagrams
are only available through the printed media.

From the January/February 1998 issue of
Beverage and Food Dynamics.