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GROWTH BRANDS.

With all the talk of an economic slowdown, an imminent recession, a stock market meltdown, it's a wonder that consumers are still managing to shell out a couple of extra bucks for their favorite spirit or a wine somebody recommended to them. In recent years, it was easy to tie the growth across all segments of the beverage alcohol industry to the soaring U.S. economy, which experienced a record nine straight years of expansion. As we all know by now, that began ending last fall, and the pundits tell us they don't really know when an economic recovery will begin. Still, statistics for 2000 show all segments of the beverage alcohol industry -- wine, beer and spirits -- experiencing volume and dollar increases, according to the Adams Handbook Advance 2001.

Underlining the health of the industry in 2000, total retail dollars from the sale of wine, beer and distilled spirits jumped more than 5% in 2000, from approximately $115.7 billion in 1999 to about $122.3 billion last year. Wine retail sales grew more than 8% from $16.6 billion to approximately $18.1 billion; spirits sales produced approximately $37.3 billion, gaining about 4%; and beer dollar volume was more than $66.8 billion, up more than 5%. This story is quite similar to last year's. These retail dollar sales highlight not only volume increases across all segments of the industry but also reflect consumption trends favoring higher-end products. Generally speaking, distilled spirits products such as cognac, imported vodka and other superpremium spirits continued to gain sales. Overall, total spirits consumption increased 2.6% in 2000, reaching a total of 148.1 million 9-liter cases. Continuing a long-term trend, much of the growth was concentrated among the non-whiskeys, though Irish whiskey (+7.1%) showed an increase. The top performers included rum (+8.2%), tequila (+7.1%), brandy & cognac (+5.9%), vodka (+3.2%), prepared cocktails (+5.0%) and cordials and liqueurs (+3.5%).

Wine consumption also maintained its growth pattern, with an overall increase of 2.5% in 2000 following a healthy 4% increase in 1999. U.S. wine consumption has now increased for seven consecutive years, with last year's total breaking past 231 million 9-liter cases. Again, most impressive was the table wine performance, which now accounts for 87% of the U.S. wine market, and which had an estimated 4% increase last year. Following the trends of recent years, many of the top performers in this group are premium varietal wines, both domestic and imported. Significantly, in the post-millennium year, the champagne and sparkling wine segment was hit hard, as expected, posting a 20.4% sales decline in 2000, following its dramatic 21.3% sales gain leading up to the millennial celebration in 1999.

The beer industry also posted volume gains in 2000, registering a 1.1% increase compared to 1999, with total U.S. beer cosumption now at an estimated 2.74 billion 2.25-gallon cases. Again, the higher-priced imports had a significant rise, up 10.2%. And light beer, the dominant segment in the beer industry, also performed impresSively registering a 5.2% sales gain last year.

A BRANDED BUSINESS

It's no secret that brand equity is one of the most valuable assets a product can possess, and this is particularly true in the beverage alcohol business. Books have been written about the combination of resources, creativity, perseverance and just plain luck that go into creating and developing a successful brand, and still, it remains somewhat of a mystery, for there is no set formula, otherwise everyone would be doing it. Indeed, there are beverage alcohol products in every category and at every price point that, for a variety of reasons, have either fallen behind or outpaced their respective competitors. And although identifying category consumption trends is helpful, actual brand activity is what generates profits. Thus, the rationale behind "Growth Brands," an annual report which uses the latest industry results to highlight those brands that have demonstrated noteworthy growth over the past few years.

Of the four categories of Growth Brands, Fast Track represents the most demanding set of criteria. Among wines and spirits, these are brands whose sales exceeded 100,000 9-liter cases in 2000 while having also demonstrated double-digit growth over each of the past four years. Domestic beers included in the Fast Track must have exceeded 9 million 2.25 gallon cases in 2000 with double-digit growth over each of the past four years. Imported beers included in the Fast Track met the same criteria, with their sales having exceeded 2 million 2.25 gallon cases in 2000. All Fast Track Brands must have at least a five-year history.

Other brands that have shown significant growth over the past few years, but have not yet been on the market for a full five years, have been designated as Rising Stars.

In addition, in order to highlight traditionally top-selling brands that have consistently grown over the past four years, we've created an Established Growth Brands category. Because many of these brands are already operating from huge sales bases, their percentage gains were often modest relative to their overall case volume, even though these brands have had substantial sales increases and are often leaders among their respective segments.

Finally, there are brands that have had one or two years of sales declines since 1996, but have nevertheless bounced back over the past few years with healthy growth to have a positive impact in the marketplace. We have termed these products Comeback Brands, and they include some of the best-selling brands of wine, beer and spirits in the industry.

FAST TRACK BRANDS

The Fast Track represents the consummate Growth Brand category, with only 14 spirits brand qualifying for inclusion this year, an increase of three from last year's 11. As has been the case for the past several years, Captain Morgan Original Spiced Rum heads the list, accenting the dramatic growth of this flavored rum, which sold an estimated 2.81 million 9-liter cases last year. Captain Morgan, which upped sales by 18.8% in 2000, has more than doubled its case sales since 1996, and boasts a four-year annual compound growth rate (ACGR) of 20.6%.

Skyy Vodka, one of four vodkas to be included in this category, is another returning brand to the Fast Track, rocketing to second place while breaking the 1 million case sales mark. The superpremium domestic vodka grew an impressive 34.1% last year, notching sales of an estimated 1.1 million cases, up from 820,000, and shows a four-year ACGR of 20.0%. Other vodkas to make the Fast Track include Ketel One, Absolut Citron and Belvedere, three imports that have experienced eye-opening sales growth. Ketel One has grown from sales of 200,000 cases in 1996 to 750,000 cases last year, notching a four-year ACGR of 39.2%. Citron has been separated from the entire Absolut brand for purposes of highlighting its impressive sales growth. The flavored vodka hit sales of 590,000 cases in 2000, registering a 13.5% increase and also features a double-digit four-year ACGR. Belvedere has had an astounding few years, growing from a mere 40 cases in 1997 to sales of 200,000 cases last year. The brand boasts a four-year ACGR of 111.5%.

Constellation's Paul Masson Grande Amber Brandy has also regularly appeared as a Fast Track brand since its successful upward repositioning in the mid-1990s. The brand's sales eclipsed 1 million cases last year, a 13.0% increase over 1999, and its strong growth since 1996 is highlighted by a four-year ACGR of 23.2%.

E&J Cask & Cream, another brandy, is included among the Fast Track brands for the first time. The brand upped sales 70,000 cases to 520,000 last year, a 15.6% increase, and shows a four-year ACGR of 125.8%. Also entering the Fast Track for the first time is Kahlua Drinks-To-Go, which notched sales of 955,000 cases in 2000, an increase of 10.4% over 1999. The line of popular pre-mixed cocktails has been a very visible national advertiser, increasing its ad spending by 44% last year, which has apparently played a part in bringing consumers to the franchise. The four-year ACGR is a sparkling 48.6%.

A terrific performance was turned in by Sauza tequila, a returning Fast Track brand that has grown more than three-fold since 1996. Last year, Sauza gained 260,000 additional cases to sales of 945,000 cases, a 38.0% increase over 1999. The brand's four-year ACGR stands at 36.8%, and, in part, reflects the increasing popularity of premium and superpremium tequila in the U.S. Jose Cuervo Authentic Margaritas have also benefited from the appeal of tequila, in this case, the vastly popular Margarita. The line of pre-mixed cocktails is a Fast Track veteran of several years. Last year it garnered sales of 889,000 cases, a 23.3% increase over 1999, and shows a four-year ACGR of 30.4%. And the superpremium tequila Patron, also reached the Fast Track, growing 53.7% last year, and sporting a four-year ACGR of 31.0%.

As the only cognac to make the list, Remy Martin amassed sales of 489,000 cases, a 22.3% increase in 2000; on its initial inclusion in the Fast Track, the brand boasts a four-year ACGR of 17.1%. Another Remy Amerique brand, the superpremium cordial Cointreau, upped sales 24.6% last year to 167,000 cases, and shows a 22.2% four-year ACGR. Rounding out the Fast Track spirits brands is another first-timer, Midori Melon Liqueur, which grew 16.5% in 2000, to 134,000 cases.

This year, 16 brands of wine are included in the Fast Track category, three more than last year, and, once again, as a group the brands underline the growth of premium varietals. Ten of these wines were included in the category last year (Beringer, Lindemans, Clos du Bois, Robert Mondavi Coastal, Meridian, Rosemount Estates, Talus, Jacob's Creek, Penfolds and St. Francis).

Beringer tops the list. It gained more than 900,000 cases last year, totaling sales of 5.85 million cases, a growth rate of 18.9%. This is an eye-opening performance given the brand's large volume base. E&J Gallo's Gossamer Bay has broken into the Fast Track for the first time, hitting sales of 2.2 million cases in 2000; the brand shows a four-year ACGR of 25.0%. From Australia, Lindemans, from Southcorp Wines USA, has been on a roll for several years, upping sales by 23.2% last year to 1.75 million cases, and featuring an ACGR of 25.7%. Three additional Australian imports are included among Fast Track brands. Rosemount Estates had a phenomenal 2000, blowing past the 1 million case mark with sales of more than 1.33 million cases, a 45.1% gain. The brand's volume has increased approximately fourfold since 1996. Jacob's Creek, imported by Austin, Nichols, made the Fast Track for the first time after having been designated a Rising Star in the past. This brand also had an incredible 2000, delivering an 82.4% increase in sales volume last year, to 496,000 cases. Penfolds, imported by Southcorp Wines USA, continued the Australian onslaught, with sales of 210,000 cases in 2000, and showing a four-year ACGR of 21.3%.

Still, several other California wines had stellar years. Clos du Bois, from Allied Domecq Wines, continued piling up the sales to more than 1.32 million cases, a 21.2% increase. Robert Mondavi Coastal Wines broke the 1 million case mark, to more than 1.15 million cases, a 15.8% sales increase over 1999. And Meridian, from Beringer Wine Estates, gained 11.7%, posting sales of 1.15 million cases in 2000.

Gallo of Sonoma had an outstanding year in 2000, gaining 250,000 cases to 900,000, an increase of a healthy 38.5%. The brand is a first-time member of the Fast Track, and has a whopping four-year ACGR of 62.2%. Talus, of Turner Road Vintners [Constellation recently announced an agreement to purchase all Turner Road brands], reached sales of 780,000 cases last year, and sports a four-year ACGR of 29.0%.

Three Italian imports reached the Fast Track this year, all of them for the first time. Cavit, from Palm Bay Imports, saw a 100,000 case bump to 575,000 cases, representing a 21.1% increase (four-year ACGR of 25.1%). Luna di Luna wines, from A.V. Imports, did even better, registering a 29.9% gain to 535,000 cases. A Rising Star last year, Luna di Luna boasts a four-year ACGR of 50.2%. And Antinori wines, imported from Italy by Remy Amerique, hit 200,000 cases, a 14.3% sales increase over 1999.

Pepperwood Grove wines, from Cecchetti Sebastiani Cellar, was included in the Rising Star category last year before reaching the Fast Track for the first time this year. The California wine rose 32.4% in 2000 to 360,000 cases and has a strong 54.6% four-year ACGR. Another California wine, St. Francis (Kobrand), also made the cut, with sales of 165,000 cases, featuring a four-year ACGR of 13.1%.

Eleven beer brands qualified for the Fast Track this year, the same number as last year. This year, however, 9 of the 11 Fast Track brands are imports, though, the top-selling Fast Track beer is a domestic. Indeed, it is the second-best-selling beer in the U.S. and its total volume is more than five times the combined totals of the other 10 Fast Track brands. Bud Light has been a Fast Track brand since the initial Growth Brands feature eight years ago and deserves a tremendous amount of credit for maintaining a record of double-digit growth. Last year, the brand grew another 11.4% to 440 million 2.25-gallon cases, no small accomplishment for such a high-volume product. Corona Extra (imported from Mexico by Barton Brands and The Gambrinus Company) has catapulted over other imports to become the top-selling imported beer in the U.S. during the past few years. It upped its sales by another 11.4% last year to 73.35 million cases. Though it features far fewer case sales, Corona Light also qualified for the Fast Track, totaling 4.6 million cases and a four year ACGR of 32.3%. Other Fast Track beers imported from Mexico by Barton/Gambrinus include Modelo Especial, which hit 5.2 million cases in 2000, a 19.5% gain, and Pacifico, which at 2.8 million cases grew 56.3% last year. Two other Mexican imports made the Fast Track, both of them imported by Labatt USA: Tecate, which vaulted to more than 11 million cases, representing a 23.3% increase; and Dos Equis, which registered more than 4.4 million cases in 2000 with a four-year ACGR of 16.2%. Labatt Blue and Labatt Blue Light, from Canada, also made the list. Blue eclipsed 14 million cases last year, a 12.9% gain, and Blue Light sold more than 3.2 million cases, jumping ahead by 56.3%. Sierra Nevada Pale Ale, the California-based "microbrew," grew to more than 6.1 million cases last year, a 17.0% increase, while the British import, Newcastle Brown Ale (Scottish & Newcastle Importers), closed in on 4 million cases and features a four-year ACGR of 19.1%.

RISING STARS

The Rising Star category presents a unique picture of the beverage alcohol industry, in that it includes relatively new brands that have made an impact on the market during the past few years and can point toward some of the latest trends in the marketplace.

This year, for example, the popularity of flavored spirits is underlined among the six distilled spirits Rising Stars, which include a trio of them. Captain Morgan's Parrot Bay coconut-flavored rum notched 100,000 more cases last year, for a total of 385,000, a 35.1% increase. Absolut Mandrin, Seagram's latest flavored line extension to the top imported vodka, grew 66.7% to 300,000 cases last year. And Remy Red, the cognac and fruit juice combo, saw a 83.8% sales jump in 2000, to 125,000 cases. The increasing popularity of high-image, ultra-premium vodkas is also reflected here. Grey Goose Vodka, imported and marketed by Sidney Frank Importing, had a tremendous 2000, upping sales by 175%, from 100,000 to 275,000 cases. And Chopin Vodka, imported and marketed by Millennium Import, gained 25% last year to 50,000 cases. Finally, the impressive performance by a new brand of tequila, Margaritaville, from Seagram Americas, has been helped by the continued growth of the entire tequila category (as well as the obvious marketing tie-in with Jimmy Buffet). The brand sold a whopping 200,000 cases its first year on the market in 2000.

Wine Rising Stars again include reasonably priced varietal wines, a segment of the industry that continues to grow rapidly. Arbor Mist, the line of fruit-flavored varietal wines from Canandaigua Wine, broke past 4 million cases in just its third year on the market. Similarly, E&J Gallo's line of fruit-flavored wines, Wild Vines, hit 1.9 million cases in just its second year on the market. Gallo has also has lots of success with two other brands on the market since 1997. Ecco Domani registered sales of 780,000 cases last year, and Indigo Hills reached 220,000 cases. Foxhorn wines, from The Wine Group, also showed impressive growth, jumping to sales of more than 1 million cases last year, a 35.9% increase. After initial introductions in 1999, two Australian wines showed wonderful results in 2000: Greg Norman Estates, from Mildara Blass, hit sales of 138,000 cases, while McPherson wines, from Brown Forman Beverages Worldwide, notched sales of 106,000 cases. Belmondo, a line of Italian wines imported and marketed by A.V. Imports, grew to 103,000 cases.

With brewers apparently shying away from introducing many new brands, or not having consistent success with them, only two beers -- both of them imports -- were deemed Rising Stars. Beck's Light, from Germany, reached 657,000 2.25-gallon cases in 2000 in its second year on the market, and Stella Artois, imported from Belgium by Labatt USA, hit 232,000 cases.

ESTABLISHED GROWTH BRANDS

As previously noted, many Established Growth brands are leaders in their respective categories. They are large-volume brands that, in several instances, have been cited as Established Growth brands before, having shown consistent growth over the past four years. And, in many cases, these are premium products that produce high margins.

Many of the well-known distilled spirits brands are included here. Bacardi (including its Bacardi Limon flavored rum), the top-selling spirit in the U.S., gained 5.2% last year to more than 7.48 million cases. Limon, by itself, registered sales of 950,000 cases, a 6.1% increase over 1999. Absolut Vodka (including Absolut Citron and Mandrin), from Seagram Americas, notched sales of 4.5 million cases, for a healthy 11.1% increase in 1999. Brown-Forman's Jack Daniel's Black gained 2.7% last year to more than 3.65 million cases, and UDV's Jose Cuervo/1800 was up 8.3% to almost 3.5 million cases. Seagram's superpremium Canadian whisky, Crown Royal, also upped sales by 8.3% to more than 2.67 million cases, Jim Beam's DeKuyper line of cordials main tained sales growth, posting sales of more than 2.56 mil lion cases. McCormick Distilling's McCormick Vodka ending the year with sales of just under 1.6 million cases, a 7.8% increase.

In the low-alcohol refreshment category, Jack Daniel's line of Country Coolers gained a hefty 15.6% last year, to more than 1.58 million cases, while the cognac Hennessy maintained positive growth to 1.39 million cases. Tanqeuray, the high-end imported gin from Schieffelin & Somerset, also reached sales of 1.39 million cases. Bacardi USA's popular-priced rum, Castillo, surged ahead another 7.2% to 1.11 million cases in 2000. And Evan Williams, the popular bourbon from Heaven Hill Distilleries, upped sales slightly to 925,000 cases last year. Heaven Hill boasts three other brands among this group: the popular-priced Aristocrat Vodka (630,000 cases in 2000), Burnett's White Satin Gin (380,000 cases) and Burnett's Vodka (340,000 cases).

Sales of UDV's Malibu rum continued its impressive sales increases, jumping 21.1% last year to 827,000 cases. Fleischmann's Royal Vodka (685,000 cases, up 5.7%) and Crystal Palace Vodka (620,000 cases, up 6.0%) both from Barton Brands, showed healthy increases. Sidney Frank's Jagermeister displayed steady growth, registering sales of 530,000 cases. And Johnnie Walker Black, the superpremium Scotch from Schieffelin & Somerset, broke through a half million cases to 525,000, a 6.1% rise. Charles Jacquin et Cie's line of Jacquin Cordials maintained steady growth to 485,000 cases. Allied Domecq Spirits numbered three brands in this category: Rich & Rare Canadian Whisky, which countered its category's downward trend with an 8.3% sales gain to 455,000 cases; Courvoisier cognac, which increased its sales to 450,00 cases; and Maker's Mark, the superpremium bourbon, which grew 10% last year to 330,000 cases.

The top percentage gainer among all spirits Established Growth Brands is Bombay Sapphire, the superpremium gin imported by Bacardi USA, which boasts a 26.4% sales rise to 455,000 cases in 2000. Juarez tequila, from David Sherman Corp., also had a stellar year, producing a 22.2% sales gain to 440,000 cases. Schieffelin & Somerset's Grand Marnier generated sales of 445,000 cases, an 11.2% gain, and Bols Cordials, from William Grant & Sons, registered sales of 425,000 cases.

Just as in the spirits segment, wines noted here are some of the best-selling wines in the U.S. Franzia Winetaps (The Wine Group) continued its massive growth, eclipsing sales of 20 million cases last year, and Almaden, from Canandaigua Wine, added to its huge sales base, totaling 9.37 million cases in 2000. Sutter Home Wines, from Trinchero Family Estates, kept up the pace, gaining close to 200,000 cases, totaling sales of 7.2 million cases. E&J Gallo contributed three wines to the Established Growth brands: Turning Leaf (3.3 million cases; Copperidege (1.8 million cases); and Burlwood (720,000 cases).

The best performance among Established Growth Brands was turned in by UDV's Beaulieu Vineyard wines. The brand blew past the 1 million mark to sales of more than 1.24 million cases, a whopping 32.1% increase.

Other high-volume wines that continue to generate sales increases include Casarsa (Gary Raden & Sons), to 1.21 million cases; Bolla (imported by Brown-Forman Beverages Worldwide) up 5.4% to just under 1.1 million cases; Folonari (imported by Frederick Wildman & Sons), to 775,000 cases; CK Mondavi (Charles Krug), to 760,000 cases; and Citra (imported by Palm Bay Imports) to 650,000 cases.

Classic Wines of California again produced two wines that made the list, both of them increasing sales by double-digit percentages: Forest Glen, which notched 625,000 cases (+12.6%), and Forest Ville Vineyards, which posted sales of 480,000 cases (+11.6%). Kenwood also upped its sales percentage gain by double-digits, up 17.5% to 470,000 cases. Other wines that had outstanding growth include Martini & Rossi Vermouth (Bacardi USA); with sales of 540,000 cases; Schmitt Soehne, at 550,000 cases; Rodney Strong, which registered sales of 486,000 cases; Black Opal (imported by Mildara Blass), which jumped to 465,000 cases and San Pedro (Shaw Ross Importers), which gained to 450,000 cases.

Whereas six beers qualified to be Established Growth brands last year, 14 brands made the list for 2000, with 9 out of the 14 being domestic brands. Coors Light increased sales by 4.9% last year to 213 million 2.25-gallon cases, while Anheuser-Busch's Natural Light and Busch Light upped sales to 110 million cases and 73 million cases respectively. Heineken surged almost 15%, to 54 million cases, and Keystone Light (Coors) generated sales of 31 million cases. Milwaukee's Best Light and Milwaukee's Best Ice, from Miller Brewing, had sales increase to just over 29 million cases and almost 14 million cases respectively. A-B's Natural Ice grew to 28 million cases, while Sam Adams Boston Lager maintained its upward sales to 10.25 million cases. Two brands from Guinness-Bass Import showed continued growth: Guinness Stout broke the 10 million case mark, increasing sales by 4.8%, and Bass Ale had a sales jump of 6.8% to more than 7.3 million cases. Foster's Lager (Molson USA) expanded to just under 9 million cases, and Beck's grew to more than 8.8 million cases. Shiner Bock, from Gambrinus, kept up its growth pace to more than 3 million cases.

COMEBACK BRANDS

This final category recognizes those major brands that experienced a sales decline within the past four years and have since reversed that decline, showing positive sales momentum. For instance, E&J Brandy lost almost 200,000 cases in 1998 but has since reversed the decline with 2000 sales up 8.4% to 2.2 million cases. Barton Brands' Black Velvet Canadian Whisky had sales increase 6.6% last year to more than 1.83 million cases after a decline the previous year. Three other brands from Barton have similarly seen sales comebacks: Barton Vodka (+5.2%, to more than 1.38 million cases), Skol Vodka (+9.5%, to more than 1.1 million cases) and Barton Gin (+0.9%, to 352,000 cases).

Kahlua (Allied Domecq Spirits USA) has recovered from a sales decline in 1998, increasing sales by a million cases since then, to more than 1.45 million cases. Other Allied Domecq brands on the Comeback trail are: Hiram Walker Cordials, to more than 1.07 million cases, and Carolan's Irish Cream, which grew 10% last year to 276,000 cases. Stolichnaya (UDV) has gained more than 1 million cases after declining in 1998, totaling more than 1.37 million cases last year, an 11.6% bump. Also from UDV, Baileys Irish Cream bounced back from a slight decline a few years ago -- the brand was up 4.2% in 2000, to sales of 952,000 cases.

Southern Comfort (Brown Forman) has also increased for two years following a small downturn (+3.5% to more than 1.25 million cases). Other well-known brands that have rebounded to the positive side include Clan MacGregor (William Grant & Sons), which hit sales of 715,000 cases; Wild Turkey Bourbon (Austin, Nichols), which reached sales of just under a half million cases; Taaka Vodka (Sazerac), up 18.5% last year to 320,000 cases; and Myers's Rum (Seagram), up 3.3% to 310,000 cases.

Finlandia Vodka, imported and marketed by Brown Forman Beverages Worldwide, has had a dramatic reversal over the past few years, and grew 21.8% last year to 307,000 cases. Nikolai, from Sazerac (+5.5% to 290,000 cases), Jacquin Vodka Royal, from Charles Jacquin et Cie (+25.0% to 250,000 cases), and Cruzan Rum, from Todhunter Imports (+50.7% to 229,000 cases) round out the spirits Comeback Brands.

Wine Comeback brands include several outstanding performances in 2000. For example, Woodbridge (Robert Mondavi Winery) surged more than 800,000 cases to more than 6.32 million cases, a 15.0% increase. And Kendall-Jackson wines rebounded by almost 500,000 cases to more than 3.14 million cases in 2000 after a sales decline in 1999. Chateau Ste. Michelle (Stimson Lane) also continued on a positive note, up 11.1% to sales of 773,000 cases. Barton & Guestier, imported by Seagram Chateau & Estates increased sales to 766,000 cases, while Leonard Kreusch wines registered a 7.9% increase to 672,000 cases. J. Lohr Estates wines shot up 13.3% to 375,000 cases, and Blue Nun, imported and marketed by Shaw-Ross, gained another 6% to 310,000 cases. Other Comeback Brands include Santa Rita wines, imported by Vineyard Brands (+12.7%, to 292,000 cases); Vichon Mediterranean, from Robert Mondavi (+19.3%, to 266,000 cases); Banfi Vinters' Placido wines (+7.5%, to 258,000 cases); and Piccini, marketed by A.V. Imports (+35%, to 162,000 cases).

Several well-known beers are on the Comeback trail this year. A-B's Michelob Light continued gaining sales after a slight decline a few years ago, to 40 million 2.25 gallon cases. Olde English 800, from Miller Brewing, saw a precipitous decline in 1999, but then gained back 40.0% last year to sales of more than 14.46 million cases. Labatt USA's Rolling Rock continued its steady sales growth to more than 14.15 million cases, as did Coors' Killian's Irish Red, up 10.9% to 10.2 million cases in 2000. Heineken's Amstel Light has continued its rebound with an 18.3% gain last year to 7.1 million cases, as has Barton Beers' St. Pauli Girl, which grew 14.3% to 2 million cases.

FAST TRACK BRANDS

Distilled Spirits and Wine: The brand must have exceeded 100,000 9-liter cases in 2000, with double-digit growth over each of the past four years. All brands must be at least five full years of age.
DISTILLED SPIRITS (Thousands of 9-Liter Cases)
Brand Suppller 1996
Captain Morgan Seagram Americas 1,330
Skyy Skyy Spirits 500
Paul Masson Brandy Constellation Brands 450
Kahlua Drinks to Go/Ready to Drink Allied Donecq Spirits USA 196
Sauza Allied Domecq Spirits USA 270
Jose Cuervo Authentic M gritas UDV North America 307
Ketel One Vodka Nolet Spirits USA 200
Absolut Citron Seagram Americas 360
E & J Cask & Cream E & J Gallo Winery 20
Remy Martin Remy Amerique 260
Belvedere Vodka Millennium Import 10
Cointreau Remy Amerique 75
Midori Melon Liqeuer Allied Domecq Spirits USA 79
Patron St Maarten Spirits Ltd 35
WINES (Thousands of 9-Liter Cases)
Beringer Beringer Wine Estates 3,800
Bossamer Bay E & J Gallo Winery 900
Lindemans Southcorp Wines USA 700
Rosemount Estate Rosemount Estates 340
Clos du Bois Allied Domecq Wines, USA 648
Robert Mondavi - Coastal Robert Monday Winery 476
Meridian Beringer Wine Estates 473
Gallo Sonoma E & J Gallo Winery 130
Talus Turner Road Vintners 282
Cavit Palm Bay Imports 235
Luna di Luna A. V. Imports 105
Jacob's Creek Austin Nichols 138
Pepperwood Grove Cecchetti Sebastiani Cellar 63
Penfolds Southcorp Wines USA 97
Antinori Remy Amerique 120
St. Francis Kobrand 100
 00/99
Brand 1997 1998 1999 2000 % Chg
Captain Morgan 1,543 1,920 2,365 2,810 18.8%
Skyy 594 702 820 1,100 34.1%
Paul Masson Brandy 600 780 918 1,037 13.0%
Kahlua Drinks to Go/Ready to Drink 335 615 865 955 10.4%
Sauza 350 515 685 945 38.0%
Jose Cuervo Authentic M gritas 390 542 721 888 23.3%
Ketel One Vodka 300 457 605 750 24.0%
Absolut Citron 400 460 520 590 13.5%
E & J Cask & Cream 220 350 450 520 15.6%
Remy Martin 300 345 400 489 22.3%
Belvedere Vodka 40 130 160 200 25.0%
Cointreau 95 120 134 167 24.6%
Midori Melon Liqeuer 87 101 115 134 16.5%
Patron 39 59 67 103 53.7%
WINES (Thousands of 9-Liter Cases)
Beringer 4,000 4,473 4,920 5,850 18.9%
Bossamer Bay 1,400 1,700 2,000 2,200 10.0%
Lindemans 959 1,145 1,421 1,750 23.2%
Rosemount Estate 540 760 920 1,335 45.1%
Clos du Bois 750 890 1,092 1,324 21.2%
Robert Mondavi - Coastal 649 805 1,014 1,174 15.8%
Meridian 630 842 1,030 1,150 11.7%
Gallo Sonoma 190 220 650 900 38.5%
Talus 389 498 700 780 11.4%
Cavit 275 375 475 575 21.1%
Luna di Luna 165 202 412 535 29.9%
Jacob's Creek 186 207 272 496 82.4%
Pepperwood Grove 104 180 272 360 32.4%
Penfolds 128 162 183 210 14.8%
Antinori 140 155 175 200 14.3%
St. Francis 110 135 150 165 10.0%
 00/96
Brand ACGR
Captain Morgan 20.6%
Skyy 21.8%
Paul Masson Brandy 23.2%
Kahlua Drinks to Go/Ready to Drink 48.6%
Sauza 36.8%
Jose Cuervo Authentic M gritas 30.4%
Ketel One Vodka 39.2%
Absolut Citron 13.1%
E & J Cask & Cream 125.8%
Remy Martin 17.1%
Belvedere Vodka 111.5%
Cointreau 22.2%
Midori Melon Liqeuer 14.1%
Patron 31.0%
WINES (Thousands of 9-Liter Cases)
Beringer 12.9%
Bossamer Bay 25.0%
Lindemans 25.7%
Rosemount Estate 40.8%
Clos du Bois 19.5%
Robert Mondavi - Coastal 29.6%
Meridian 24.9%
Gallo Sonoma 62.2%
Talus 29.0%
Cavit 25.1%
Luna di Luna 50.2%
Jacob's Creek 37.7%
Pepperwood Grove 54.6%
Penfolds 21.3%
Antinori 13.6%
St. Francis 13.3%
FAST TRACK BRANDS
Domestic Brands must have exceeded 9 million 2.25-gallon cases in 2000,
and imported brands/microbrews must have exceeded 2 million 2.25-gallon
cases in 2000, with double digit growth over the past four years.
BEER (Thousands of 2.5-Gallon Cases)
Brand Supplier 1996 1997
Bud Light Anheuser-Busch 284,500 314,500
Corona Extra Barton/Gambrinus 29,000 39,400
Labatt Blue Labatt USA 7,400 9,280
Tecate Labatt USA 4,920 6,020
Sierra Nevada Pale Ale Sierra Nevada Brewing 3,100 3,700
Modelo Especial Barton/Gambrinus 2,200 3,067
Corena Light Barton/Gambrinus 1,500 2,100
Dos Equis Labatt USA 2,425 2,995
Newcastle Brown Ale Scottish & Newcastle Importers 1,726 2,238
Labatt Blue Light Labatt USA 920 1,128
Pacifico Barton/Gambrinus 1,000 1,250
 00/99 00/98
Brand 1998 1999 2000 % Chg ACGR
Bud Light 353,000 395,000 440,000 11.4% 11.5%
Corona Extra 53,896 65,871 73,350 11.4% 26.1%
Labatt Blue 11,100 12,582 14,181 12.9% 17.7%
Tecate 7,660 8,943 11,024 23.3% 22.3%
Sierra Nevada Pale Ale 4,550 5,264 6,161 17.0% 18.7%
Modelo Especial 3,374 4,353 5,200 19.5% 24.0%
Corena Light 2,944 3,835 4,600 19.9% 32.3%
Dos Equis 3,655 3,988 4,425 11.0% 16.2%
Newcastle Brown Ale 2,696 3,089 3,475 12.5% 19.1%
Labatt Blue Light 1,857 2,301 3,260 41.7% 37.2%
Pacifico 1,395 1,791 2,800 56.3% 28.4%
RISING STARS
Brands less than five full years of age that have exhibited substantial
growth over the past few years.
DISTILLED SPIRITS (Thousands of 9-Liter Cases)
Brand Supplier 1996 1997 1998
Capt. Morgan's Parrot Bay Seagram Americas -- 120 210
Absolut Mandrin Seagram Americas -- -- --
Grey Goose Sidney Frank Importing -- 18 50
Margaritaville Seagram Americas -- -- --
Remy Red Remy Amerique -- -- --
Chopin Vodka Millennium Import -- 15 27
WINES (Thousands of
9-Liter Cases)
Arbor Mist Canandaigua Wine -- -- 1,280
Wild Vines E & J Gallo Winery -- -- --
Foxhorn The Wine Group -- -- --
Ecco Domani E & J Gallo Winery -- 370 600
Indigo Hills E & J Gallo Winery -- 100 150
Greg Norman Estates Mildara Blass Wines -- -- --
McPherson Brown-Forman Beverages -- -- --
Belmondo A. V. Imports -- -- 15
BEER (Thousands of
2.5-Gallon Cases
Beck's Light Beck's North America --
Stella Artois Labatt USA 15
 00/99
Brand 1999 2000 % Chg
Capt. Morgan's Parrot Bay 285 3853 5.1%
Absolut Mandrin 180 300 66.7%
Grey Goose 100 275 ++
Margaritaville 5 200 ++
Remy Red 68 125 83.8%
Chopin Vodka 40 50 25.0%
WINES (Thousands of
9-Liter Cases)
Arbor Mist 3,500 4,020 14,9%
Wild Vines 1,500 1,900 26.7%
Foxhorn 755 1,026 35.9%
Ecco Domani 700 780 11.4%
Indigo Hills 200 220 10.0%
Greg Norman Estates 15 138 ++
McPherson 21 106 ++
Belmondo 90 103 14.4%
BEER (Thousands of
2.5-Gallon Cases
Beck's Light 102 657 ++
Stella Artois 68 232 ++
(++.) Greater than 100%.
ESTABLISHED GROWTH BRANDS
Top-selling brands that have grown moderately or substantially over the
past four years.
Brand Supplier 1996 1997
Bacardi [*] Bacardi USA 6,525 6,600
Absolut [**] Seagram Americas 3,340 3,440
Jack Daniel's Brown-Forman Beverages 3,169 3,230
Jose Cuervo/1800 UDV North America 2,645 2,890
Crown Royal Seagram Americas 1,965 2,175
DeKuyper Jim Beam Brands 2,131 2,291
McCormick Vodka McCormick Distilling 1,206 1,324
Jack Daniells Country Cocktails Brown-Forman Beverages 1,000 1,152
Hennessy Schieffelin & Somerset 930 1,080
Tanqueray Schieffelin & Somerset 1,310 1,315
Castillo Bacardi USA 935 960
Bacardi Limon Bacardi USA 445 610
Evan Williams Heaven Hill Distilleries 900 910
Malibu UDV North America 489 536
Fleischmann's Royal Vodka Barton Brands 589 595
Aristocrat Vodka Heaven Hill distilleries 600 605
Crystal Palace Vodka Barton Brands 496 502
Jagermeister Sidney Frank Importing 485 490
Johnnie Walker Black Schieffelin & Somerset 463 470
Jacqulin Cordials Charles Jacquin et Cle 380 385
Rich & Rare Allied Domecq Spirits USA 332 350
Bombay Sapphire Bacardi USA 163 250
Courvoisier Allied Domecq Spirits USA 400 410
Grand Marnier Schieffelin & Somerset 360 365
Juarez David Sherman 275 308
Bols Cordials William Grant & Sons 300 320
Burnett's White Satin Gin Heaven Hill Distilleries 360 365
Burnetts Vodka Heaven Hill Distilleries 200 260
Maker's Mark Allied Domecq Spirits USA 212 225
 00/99 00/96
Brand 1998 1999 2000 % Chg ACGR
Bacardi [*] 6,795 7,115 7,485 5.2% 3.5%
Absolut [**] 3,630 4,050 4,500 11.1% 7.7%
Jack Daniel's 3,300 3,560 3,656 2.7% 3.6%
Jose Cuervo/1800 2,917 3,227 3,495 8.3% 7.2%
Crown Royal 2,250 2,470 2,675 8.3% 8.0%
DeKuyper 2,376 2,492 2,563 2.8% 4.7%
McCormick Vodka 1,438 1,479 1,595 7.8% 7.2%
Jack Daniells Country Cocktails 1,279 1,370 1,584 15.6% 12.2%
Hennessy 1,260 1,380 1,390 0.7% 10.6%
Tanqueray 1,320 1,350 1,390 3.0% 1.5%
Castillo 975 1,035 1,110 7.2% 4.4%
Bacardi Limon 745 895 950 6.1% 20.9%
Evan Williams 915 920 925 0.5% 0.7%
Malibu 560 683 827 21.1% 14.0%
Fleischmann's Royal Vodka 597 648 685 5.7% 4.7%
Aristocrat Vodka 615 620 630 1.6% 1.2%
Crystal Palace Vodka 568 585 620 8.0% 5.7%
Jagermeister 500 515 530 2.9% 2.2%
Johnnie Walker Black 475 495 525 6.1% 5.1%
Jacqulin Cordials 450 475 485 2.1% 6.3%
Rich & Rare 380 420 455 8.3% 8.2%
Bombay Sapphire 265 360 455 26.4% 29.3%
Courvoisier 425 440 450 2.3% 3.0%
Grand Marnier 375 400 445 11.3% 5.4%
Juarez 330 360 440 22.2% 12.5%
Bols Cordials 345 398 425 6.8% 9.1%
Burnett's White Satin Gin 370 375 380 1.3% 1.4%
Burnetts Vodka 310 325 340 4.6% 14.2%
Maker's Mark 270 300 330 10.0% 11.7%
(*.)Includes Liman
(**.)Includews Citron & Mandrin
Franzia Winetaps The Wine Group 15,800 17,910
Almaden Canandaigua Wine 7,100 7,800
Sutter Home Trinchero Family Estates 6,080 6,600
Turning Leaf E & J Gallo Winery 1,695 2,800
Copperidge E & J Gallo Winery 1,300 1,450
Georges Duboeuf W.J. Deutsch & Sons/ 975 1,100
 Wirtesellers, LTD
Beaulieu Vineyard UDY Wines 570 770
Casarsa Gary Raden & Sons 835 1,050
Bolla Brown-Forman Beverages 955 956
Folonarl Frederick Wildman & Sons 725 750
C K Mondavi Charles Krug Winery 495 550
Burlwood E & J Gallo Winery 400 550
Citra Palm Bay Imports 490 550
Forest Glen Classic Wines of California 250 450
Schmitt Soehne H. Schmitt Soehne 360 400
Martini & Rossi Bacardi USA 474 485
Rodney Strong Rodney Strong Vineyards 281 320
Forest Ville Vinayards Classic Wines of California 275 340
Kenwood Kenwood Vineyards 260 280
Black Opal Mildara Blass Wines 380 385
San Pedro Shaw Ross Imports 113 125
Franzia Winetaps 18,900 19,900 20,166 1.3% 6.3%
Almaden 7,660 9,200 9,370 1.8% 7.2%
Sutter Home 6,900 7,020 7,200 2.6% 4.3%
Turning Leaf 3,100 3,150 3,300 4.8% 18.1%
Copperidge 1,650 1,750 1,800 2.9% 8.5%
Georges Duboeuf 1,175 1,185 1,250 5.5% 6.4%
Beaulieu Vineyard 860 944 1,247 32.1% 21.6%
Casarsa 1,150 1,208 1,210 0.2% 6.7%
Bolla 990 1,041 1,097 5.4% 3.5%
Folonarl 780 787 775 1.0% 1.7%
C K Mondavi 675 725 760 4.8% 11.3%
Burlwood 650 700 720 2.9% 15.8%
Citra 590 620 650 4.8% 7.3%
Forest Glen 550 555 625 12.6% 25.7%
Schmitt Soehne 500 520 550 5.8% 11.2%
Martini & Rossi 490 505 540 6.9% 3.3%
Rodney Strong 380 445 486 9.2% 14.7%
Forest Ville Vinayards 425 430 480 11.6% 14.9%
Kenwood 340 400 470 17.5% 16.0%
Black Opal 420 430 465 8.1% 5.2%
San Pedro 270 420 450 7.1% 41.3%
Coors Light Coors Brewing 182,000 185,000
Natural Light Anheuser-Busch 95,500 96,000
Busch Light Anheuser-Busch 59,500 62,500
Heineken Heineken USA 37,813 39,900
Keystone Light Coors Brewing 26,800 26,950
Milwaukee's Best Light Miller Brewing 23,000 27,556
Natural Ice Anheuser-Busch 14,000 17,500
Milwaukee's Best Ice Miller Brewing 6,000 10,000
Samuel Adams Boston Lager Boston Beer 9,200 9,500
Guinness Stout Guinness-Bass Import 5,650 7,000
Foster's Lager Molson USA 5,450 6,800
Beck's Beck's North America 6,582 7,396
Bass Ale Guinness-Bass Import 5,075 5,750
Shiner Bock Gambrinus 2,300 2,600
Coors Light 193,200 203,000 213,000 4.9% 4.0%
Natural Light 100,500 106,000 110,000 3.8% 3.6%
Busch Light 87,500 70,500 73,000 3.5% 5.2%
Heineken 43,000 47,000 54,000 14.9% 9.3%
Keystone Light 27,600 28,500 31,000 8.8% 3.7%
Milwaukee's Best Light 28,933 28,935 29,112 0.6% 6.1%
Natural Ice 22,000 26,000 28,000 7.7% 18.9%
Milwaukee's Best Ice 12,744 13,750 13,916 1.2% 23.4%
Samuel Adams Boston Lager 9,600 9,700 10,250 5.7% 2.7%
Guinness Stout 8,731 9,579 10,035 4.8% 15.4%
Foster's Lager 7,950 8,820 8,958 1.5% 13.2%
Beck's 8,500 8,796 8,825 0.3% 7.6%
Bass Ale 8,351 6,870 7,338 6.8% 9.7%
Shiner Bock 3,013 3,129 3,303 5.6% 9.5%
COMEBACK BRANDS
Brands that have increased sales after a recent decline.
DISTILLED SPIRITS (Thousands of 9-Liter Cases)
Brand Supplier
E & J E & J Gallo Winery
Black Velvet Barton Brands
Kahlua Allied Domecq Spirits USA
Barton Vodka Barton Brands
Stolichnaya UDV North America
Southern Comfort Brown-Forman Beverages
Skol Vodka Barton Brands
Hiram Walker Cordials Allied Domecq Spirits USA
Baileys UDV North America
Clan MacGregor William Grant & Sons
Wild Turkey Austin, Nichols
Barton Gin Barton Brands
Taaka Vodka Sazerac
Mayers's Seagram Americas
Finlandia Brown-Forman Beverages
Nikolai Sazerac
Carolan's lrish Cream Allied Domecq Spirits USA
Jacquin Vodka Royal Charles Jacquin et Cie
Cruzan Rum Todhunter Importers
WINES (Thousands of 9-Liter Cases
Woodbridge Robert Mondavi Winery
Kendall-Jackson Kendall-Jackson Wine Estates
Chateau Ste. Michelle Stimson Lane Vineyards
Barton & Guestier Seagram Chateau & Estates
Leonard Kreusch Leonard Kreusch
J. Lohr Estates J. Lohr Winery
Blue Nun Shaw-Ross Imports
Santa Rita Vineyard Brands
Vichon Mediterranean Robert Mondavi Winery
Placido Banfi Vintners
Piccini A. V. Imports
BEER (Thousands of 2.5-Gallon Cases)
Michelob Light Anheuser-Busch
Olde Engllsh 800 Miller Brewing
Rolling Rock Labatt USA
George Killian's lrish Red Coors Brewing
Amstel Light Heineken USA
St. Pauli Girl Barton Beers
Brand 1996 1997 1998 1999
E & J 1,950 2,150 1,960 2,030
Black Velvet 1,834 1,845 1,780 1,717
Kahlua 1,383 1,380 1,355 1,405
Barton Vodka 1,187 1,279 1,276 1,315
Stolichnaya 1,055 1,130 1,117 1,231
Southern Comfort 1,190 1,205 1,185 1,210
Skol Vodka 928 924 959 1,012
Hiram Walker Cordials 1,061 1,030 1,045 1,060
Baileys 850 865 858 914
Clan MacGregor 715 700 707 713
Wild Turkey 469 464 436 482
Barton Gin 350 346 345 349
Taaka Vodka 380 370 265 270
Mayers's 285 275 285 300
Finlandia 220 183 224 252
Nikolai 290 285 270 275
Carolan's lrish Cream 254 235 235 250
Jacquin Vodka Royal 185 175 175 200
Cruzan Rum 110 110 100 152
WINES (Thousands of 9-Liter Cases
Woodbridge 4,683 4,239 4,702 5,504
Kendall-Jackson 2,141 2,531 3,054 2,675
Chateau Ste. Michelle 637 600 630 696
Barton & Guestier 700 750 720 755
Leonard Kreusch 500 494 556 623
J. Lohr Estates 225 200 272 331
Blue Nun 275 295 285 290
Santa Rita 240 250 248 259
Vichon Mediterranean 117 207 234 223
Placido 192 239 235 240
Piccini 75 90 75 120
BEER (Thousands of 2.5-Gallon Cases)
Michelob Light 35,100 34,400 36,000 38,000
Olde Engllsh 800 24,000 21,500 19,500 10,335
Rolling Rock 12,930 12,700 13,635 14,090
George Killian's lrish Red 8,500 8,300 8,700 9,200
Amstel Light 5,272 5,400 5,200 6,000
St. Pauli Girl 1,900 1,850 1,800 1,750
 00/99
Brand 2000 % Chg
E & J 2,200 8.4%
Black Velvet 1,831 6.6%
Kahlua 1,455 3.6%
Barton Vodka 1,383 5.2%
Stolichnaya 1,374 11.6%
Southern Comfort 1,252 3.5%
Skol Vodka 1,108 9.5%
Hiram Walker Cordials 1,075 1.4%
Baileys 952 4.2%
Clan MacGregor 715 0.3%
Wild Turkey 490 1.7%
Barton Gin 352 0.9%
Taaka Vodka 320 18.5%
Mayers's 310 3.3%
Finlandia 307 21.8%
Nikolai 290 5.5%
Carolan's lrish Cream 276 10.4%
Jacquin Vodka Royal 250 25.0%
Cruzan Rum 229 50.7%
WINES (Thousands of 9-Liter Cases
Woodbridge 6,328 15.0%
Kendall-Jackson 3,141 17.4%
Chateau Ste. Michelle 773 11.1%
Barton & Guestier 766 1.5%
Leonard Kreusch 672 7.9%
J. Lohr Estates 375 13.3%
Blue Nun 310 6.9%
Santa Rita 292 12.7%
Vichon Mediterranean 266 19.3%
Placido 258 7.5%
Piccini 162 35.0%
BEER (Thousands of 2.5-Gallon Cases)
Michelob Light 40,000 5.3%
Olde Engllsh 800 14,467 40.0%
Rolling Rock 14,159 0.5%
George Killian's lrish Red 10,200 10.9%
Amstel Light 7,100 18.3%
St. Pauli Girl 2,000 14.3%
COPYRIGHT 2001 Bev-AL Communications, Inc.
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 2001 Gale, Cengage Learning. All rights reserved.

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Author:BRANDES, RICHARD
Publication:Beverage Dynamics
Date:May 1, 2001
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