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Craft Distillery Market & Brand Packaging for Distilled Spirits


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The craft distillery market is extremely competitive. We take a look at the state of the industry, where it's trending, and how that impacts your label and packaging decisions.

Craft Distillery Market & Brand Packaging for Distilled Spirits

  1. 1. Cra$  Dis)llery  Market   &  Packaging  for  Dis)lled  Spirits   Photo  credit:  briancolella  via  Flickr  
  2. 2. Industry  Overview:  Revenue  
  3. 3. Spirits  Are  Growing   Total  revenues  from  dis1lled  spirits  were   $22.2  billion  in  2013,  or  34.7%  of  the  total   alcohol  market  revenue.   – Total  volume  produced  grew  1.9%  to  206   million  cases.   – Total  revenue  grew  4.4%  or  $928  million.   Source:  Dis)lled  Spirits  Council  
  4. 4. State  &  Local  Revenue   The  beverage  alcohol  industry  contributed   over  $21  billion  directly  to  state  and  local   revenues  during  2010.   – Dis)lled  spirits  accounted  for  over  $8.8   billion,  or  41%  of  this  direct  revenue.   Wait…  41%  revenue  from  34%  market  share?   Source:  Dis)lled  Spirits  Council  
  5. 5. Spirits  Taxes  Are  Very  High   Dis1lled  spirits  are  one  of  the   highest  taxed  consumer   products  in  the  U.S.   – Federal,  state  and  local  taxes   account  for  54%  of  the  average   $14.50,  750ml  boXle  of  80  proof   dis)lled  spirits  in  the  U.S.   Source:  Dis)lled  Spirits  Council  
  6. 6. Industry  Overview:  Profit   Photo  credit:  Allison  V.  Smith  for  The  New  York  Times  
  7. 7. 1  year  of  “Top  Shelf”  Growth   !2# !1# 0# 1# 2# 3# 4# 5# 6# 7# 8# Value#!1.2%# Premium#1.6%# High#End#7.2%# Super!Premium# 6.3%# Value#Growth# Price#Segment# Segment#Growth#2012!2013#(percentage)# Source:  Dis)lled  Spirits  Council  
  8. 8. 9  years  of  “Top  Shelf”  Growth   0" 0.5" 1" 1.5" 2" 2.5" 3" 3.5" 4" 4.5" 2003" 2012" Sales&in&Billions& Value&vs.&Super1Premium&Growth& Value" Super"Premium" Source:  Dis)lled  Spirits  Council  
  9. 9. Volume  vs.  Revenue   Source:  Dis)lled  Spirits  Council  
  10. 10. Industry  Overview:  Compe))on   Photo  credit:  Ashley  Landis,  Landis  Images  
  11. 11. Explosive  Growth  –  Your  Compe))on   In  the  last  6  years  in  the  U.S.  there  has  been  a   5-­‐fold  growth  in  craP  dis1lleries.   – The  number  of  new  entries  into  cra$  dis)lling  is   doubling  every  3  years.   – All  50  states  now  have  opera)ng  cra$  dis)lleries.   Source:  Sonoma  County  Cra$  Beverage  Report  2013;  American  Dis)lling  Ins)tute;  Dis)lled  Spirits  Council  
  12. 12. Over  400   Fully  opera)onal  small  dis)lleries  in   the  U.S.  right  now  
  13. 13. Explosive  Growth  –  Your  Compe))on   The  projected  number  of  craP  dis1lleries   in  the  U.S.  is  expected  to  grow  to  over   1000  in  the  next  7  years.     Source:  Michael  Kinstlick,  Coppersea  Dis)lling,  LLC  
  14. 14. Explosive  Growth  in  WA   There  are  80+  craP  dis1lleries  in  Washington   State  alone.  Dozens  are  awai1ng  license   approval.   – There  were  ZERO  cra$  dis)lleries             in  Washington  State  in  2008  prior                       to  deregula)on.   Source:  Becky  Monk,  Puget  Sound  Business  Journal  
  15. 15. Consumers  Have  Many  Choices   There  were  more  than  220  flavors                                               of  dis)lled  spirits  in  2012.   There  were  739  new  products        brought   to  market  in  2012.   – Including  171  vodkas,  22  rye  whiskies,  53  Irish   whiskies,  163  cordials,  40  tequilas,  and  36  gins.   Source:  American  Dis)lling  Ins)tute;  Dis)lled  Spirits  Council  
  16. 16. What’s  Being  Produced?   52%  of  craP  dis1lleries  are  producing  whiskey.   Vodka  is  not  far  behind.   Most  new  craP  dis1lleries  are  focused  on   producing  Vodka,  Gin,  and  Rum.   40%  of  all  spirits  products  in  the  U.S.  have  a   non-­‐tradi)onal  flavor.   Source:  American  Dis)lling  Ins)tute;  Dis)lled  Spirits  Council  
  17. 17. Whiskey  Was  Big  in  2013  
  18. 18. Whiskey  Was  Big  in  2013   Source:  American  Dis)lling  Ins)tute;  Dis)lled  Spirits  Council   Whiskey  accounted  for  80%  of  industry  volume   growth.  Flavored  Whiskeys  accounted  for  45%  of  total   Whiskey  volume  growth.   Whiskey  revenue  rose  10%  ($634  million)  to  $7  billion.   Tradi)onal  Whiskey  accounted  for  80%  of  Whiskey   revenue  growth,  but  all  major  Whiskeys  grew.   129  New  Straight  Whiskeys,  53  New  Bourbons  in  2013.  
  19. 19. Brand  Posi)oning  
  20. 20. Brand  Posi)oning   Brand  Posi1oning  is  the   star1ng  point  for  the   development  of  all  your   marke1ng  elements.   – Build  your  marke)ng  and   sales  efforts  around  a  core   message:  Who  are  you?   What  makes  you  different?  
  21. 21. The  Role  of  Your  Brand   Your  brand  defines  what  you  stand  for.   It’s  what  makes  you  compe11ve.   – How  do  you  want  consumers  to  view  your   product,  compared  to  your  compe))on?   – What  is  the  single  most  compelling  and   persuasive  reason  to  buy  your  product?  
  22. 22. The  Advantage  of  a  Strong  Brand     Brand  posi1oning  creates  an  enduring  and   sustainable  compe11ve  advantage  based  on   the  percep1on  of  superiority.   “Safe”   “Fresh”   “It  Runs”  
  23. 23. Brand  Consistency  is  Key   Your  sales  and  marke1ng  efforts  need  to  be   consistent  with  your  brand  to  reinforce  your   posi1on  and  not  erode  it.   – Great  brand  posi)oning  is  simple,  single-­‐minded,   consumer  focused,  and  easy  to  leverage.   – Great  brand  posi)oning  differen)ates  you!  
  24. 24. Packaging   Photo  credit:  John  Silva,  Advanced  Labels  NW  
  25. 25. Grab  their  aXen)on!   Consumers  are  bombarded  by  1,500  ads,  labels   and  logos  per  day.  How  will  your  packaging   resonate  memorably  in  this  sea  of  visual   informa1on?   – You  have  about  8  seconds  to  catch  and  keep  the   aXen)on  of  today’s  busy,  distracted  shopper.  
  26. 26. Packaging  Effect  On  Consumers     Your  packaging  is  the   only  adver1sing  for  your   product  100%  of  your   customers  will  see.   Strive  to  make  a  good   first  impression  and  a   las)ng  impact.   Photo  credit:  Steven  Lane  
  27. 27. Packaging  Elements   •  Glass   •  Closure   •  Label(s)   Photo  credit:,,,,  
  28. 28. Packaging:  Glass   What  to  look  for:   – Quality  of  the  boXles   •  Able  to  accept  closure  consistently   •  Able  to  be  labeled  consistently   –   Cheap  /  thin  glass  can  have  defects:   •  Not  flat  (wavy)   •  Pronounced  seams   •  Out  of  round  necks  
  29. 29. Packaging:  Closure   What  to  look  for:   – Ease  of  use   •  Func)onal   •  Reliable   •  Easy  to  use  (for  consumer)   •  Can  be  labeled,  if  desired   –  Some  odd  shapes  wont  accept  a  top  label,  or  will  distort  it  
  30. 30. Packaging:  Label   What  to  look  for:   – Quality   •  Won’t  peel,  curl,  or  scuff   •  Legible,  sharp  prin)ng  and  clear  graphics   •  Consistent  colors  across  all  labels  
  31. 31. Packaging  Effect  On  Consumers     Studies  show  a  strong  brand  and  packaging   creates  expecta1ons  in  consumers.   – One  study  found  that  expecta)ons  created  by   packaging  and  brand  were  the  top  two  factors  in   73%  of  par)cipants  final  purchase  choice.   Source:  University  of  South  Australia’s  Ehrenberg-­‐Bass  Ins)tute  for  Marke)ng  Science  
  32. 32. Packaging  Effect  On  Consumers     Studies  show  label  packaging   alone  can  influence  70%  or   more  of  consumers  response   to  your  product.   Source:  University  of  South  Australia’s  Ehrenberg-­‐Bass  Ins)tute  for  Marke)ng  Science  
  33. 33. Packaging  Effect  On  Consumers     Labels  majer!   – A  majority  of  consumers  will  select  a  boXle  based   on  the  label  if  they  don’t  have  a  recommenda)on   from  a  family  member,  friend  or  store  employee.   – If  you  put  the  same  product  in  two  different   boXles  people  will  swear  one  tastes  beXer!  
  34. 34. Packaging:  Label  Design   Design  considera1ons:   – Stand  out  on  the  shelf     – Be  memorable   – Representa)ve  of  price  point   – TTB  compliant  
  35. 35. Packaging:  Summary   Your  label  needs  to:   – Sell   – Tell  your  story   – Tie  in  with  everything  else   you  are  doing  to  market   and  adver)se  your  products  
  36. 36. Thank  You!   Photo  credit:  Angela  Rowlings