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Growth Brands.

The fastest-growing brands of wine, beer and spirits in the beverage alcohol industry.

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. 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.

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. Although identifying category consumption trends is helpful, actual brand activity is what generates profits. Thus, the rationale behind "Growth Brands," an annual report which highlights 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; domestic beers must have exceeded 9 million 2.25 gallon cases and imported beers 2 million 2.25 gallon cases in 2000. All Fast Track Brands must have at least a five-year history with double-digit growth over each of the past four years.

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, which sold an estimated 2.81 million 9-liter cases last year heads the list. Captain Morgan, which upped sales by 18.8% in 2000, has more than doubled its case sales since 1996.

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. Other vodkas to make the Fast Track include Ketel One, Absolut Citron and Belvedere.

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.

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, and once again, as a group the brands underline the growth of premium varietals.

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%. 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. Jacob's Creek, imported by Austin, Nichols, made the Fast Track for the first time. 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.

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.

Eleven beer brands qualified for the Fast Track this year. 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 has catapulted over other imports to become the top-selling imported beer in the U.S. and it upped its sales by another 11.4% last year to 73.35 million cases. Corona Light also qualified for the Fast Track, totaling 4.6 million cases. Other Fast Track beers imported from Mexico include Tecate, which vaulted to more than 11 million cases, representing a 23.3% increase; Modelo Especial, which hit 5.2 million cases in 2000, a 19.5% gain; Pacifico, which at 2.8 million cases grew 56.3%, and Dos Equis, which registered more than 4.4 million cases in 2000. Labatt Blue eclipsed 14 million cases last year, and Labatt Blue Light sold m ore than 3.2 million cases, jumping ahead by 56.3%.

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.

The popularity of flavored spirits is underlined among the six distilled spirits Rising Stars. Captain Morgan's Parrot Bay coconut-flavored rum hit a total of 385,000 cases, a 35.1% increase. Absolut Mandrin grew 66.7% to 300,000 cases. 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 ultra-premium vodkas is also reflected here. Grey Goose had a tremendous 2000, upping sales by 175%, from 100,000 to 275,000 cases and Chopin gained 25% last year to 50,000 cases.

Only two beers 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

Many Established Growth brands are leaders in their respective categories, large-volume brands that have been cited as Established Growth brands before.

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% 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, Grown Royal, upped sales by 8.3% to more than 2.67 million cases, Jim Beam's DeKuyper line of cordials maintained sales growth, posting more than 2.56 million cases.

Sales of Malibu rum continued its impressive sales increases, jumping 21.1% to 827,000 cases. Jagermeister displayed steady growth, registering sales of 530,000 cases. Johnnie Walker Black broke through a half million cases to 525,000, a 6.1% rise. Courvoisier cognac increased its sales to 450,00 cases and Maker's Mark, the superpremium bourbon, 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. Grand Marnier generated sales of 445,000 cases, an 11.2% gain, and Bols Cordials registered sales of 425,000 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.

Classic Wines of California again produced two wines that made the list: 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.
 Fast Track Brands
Brand Supplier
Distilled Spirits (Thousands
of 9-Liter Cases) 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.
Captain Morgan Seagram Americas
Skyy Skyy Spirits
Paul Masson Brandy Constellation Brands
Kahlua Drinks to Go Allied Domecq Spirits USA
Sauza Allied Domecq Spirits USA
Jose Cuervo M'gritas UDV North America
Ketel One Vodka Nolet Spirits USA
Absolut Citron Seagram Americas
E & J Cask & Cream E & J Gallo Winery
Remy Martin Remy Amerique
Belvedere Vodka Millenium Import
Cointreau Remy Amerique
Midori Melon Liqeuer Allied Domecq Spirits USA
Patron St. Maarten Spirits, Ltd.
Wine (Thousands of 9-Liter Cases)
Beringer Beringer Wine Estates
Gossamer Bay E & J Gallo Winery
Lindemans Southcorp Wines USA
Rosemount Estate Rosemount Estates
Clos du Bois Allied Domecq Wines, USA
R. Mondavi - Coastal Robert Mondavi Winery
Meridian Beringer Wine Estates
Gallo Sonoma E & J Gallo Winery
Talus Turner Road Vintners
Cavit Palm Bay Imports
Luna di Luna A. V. Imports
Jacob's Creek Austin, Nichols
Pepperwood Grove Cecchetti Sebastiani Cellar
Penfolds Southcorp Wines USA
Antinori Remy Amerique
St. Francis Kobrand
Beer (Thousands of 2.25- Gallon
Cases) Domestic Brands must have
exceeded 9 million 2.25-gallon
cases in 2000, and imported
brands must have exceeded
2 million 2.25- gallon cases in
2000, with double digit growth
over the past four years.
Bud Light Anheuser-Busch
Corona Extra Barton/Gambrinus
Labatt Blue Labatt USA
Tecate Labatt USA
Sierra Nevada P. Ale Sierra Nevada Brewing
Modelo Especial Barton/Gambrinus
Corona Light Barton/Gambrinus
Dos Equis Labatt USA
Newcastle Brown Ale Scottish & Newcastle Importers
Labatt Blue Light Labatt USA
Pacifico Barton/Gambrinus
Brand 1996 1997 1998
Distilled Spirits (Thousands
of 9-Liter Cases) 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.
Captain Morgan 1,330 1,543 1,920
Skyy 500 594 702
Paul Masson Brandy 450 600 780
Kahlua Drinks to Go 196 335 615
Sauza 270 350 515
Jose Cuervo M'gritas 307 390 542
Ketel One Vodka 200 300 457
Absolut Citron 360 400 460
E & J Cask & Cream 20 220 350
Remy Martin 260 300 345
Belvedere Vodka 10 40 130
Cointreau 75 95 120
Midori Melon Liqeuer 79 87 101
Patron 35 39 59
Wine (Thousands of 9-Liter Cases)
Beringer 3,600 4,000 4,473
Gossamer Bay 900 1,400 1,700
Lindemans 700 959 1,145
Rosemount Estate 340 540 760
Clos du Bois 648 750 890
R. Mondavi - Coastal 457 649 805
Meridian 473 630 842
Gallo Sonoma 130 190 220
Talus 282 389 498
Cavit 235 275 375
Luna di Luna 105 165 202
Jacob's Creek 138 186 207
Pepperwood Grove 63 104 180
Penfolds 97 128 162
Antinori 120 140 155
St. Francis 100 110 135
Beer (Thousands of 2.25- Gallon
Cases) Domestic Brands must have
exceeded 9 million 2.25-gallon
cases in 2000, and imported
brands must have exceeded
2 million 2.25- gallon cases in
2000, with double digit growth
over the past four years.
Bud Light 284,500 314,500 353,000
Corona Extra 29,000 39,400 53,896
Labatt Blue 7,400 9,280 11,100
Tecate 4,920 6,020 7,660
Sierra Nevada P. Ale 3,100 3,700 4,550
Modelo Especial 2,200 3,067 3,374
Corona Light 1,500 2,100 2,944
Dos Equis 2,425 2,995 3,655
Newcastle Brown Ale 1,726 2,238 2,696
Labatt Blue Light 920 1,126 1,657
Pacifico 1,000 1,250 1,395
 00/99 00/96
Brand 1999 2000(e) % Chg ACGR
Distilled Spirits (Thousands
of 9-Liter Cases) 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.
Captain Morgan 2,365 2,810 18.8% 20.6%
Skyy 820 1,100 34.1% 21.8%
Paul Masson Brandy 918 1,037 13.0% 23.2%
Kahlua Drinks to Go 865 955 10.4% 48.6%
Sauza 685 945 38.0% 36.8%
Jose Cuervo M'gritas 721 889 23.3% 30.4%
Ketel One Vodka 605 750 24.0% 39.2%
Absolut Citron 520 590 13.5% 13.1%
E & J Cask & Cream 450 520 15.6% 125.8%
Remy Martin 400 489 22.3% 17.1%
Belvedere Vodka 160 200 25.0% 111.5%
Cointreau 134 167 24.6% 22.2%
Midori Melon Liqeuer 115 134 16.5% 14.1%
Patron 67 103 53.7% 31.0%
Wine (Thousands of 9-Liter Cases)
Beringer 4,920 5,850 18.9% 12.9%
Gossamer Bay 2,000 2,200 10.0% 25.0%
Lindemans 1,421 1,750 23.2% 25.7%
Rosemount Estate 920 1,335 45.1% 40.8%
Clos du Bois 1,092 1,324 21.2% 19.5%
R. Mondavi - Coastal 1,014 1,174 15.8% 26.6%
Meridian 1,030 1,150 11.7% 24.9%
Gallo Sonoma 650 900 38.5% 62.2%
Talus 700 780 11.4% 29.0%
Cavit 475 575 21.1% 25.1%
Luna di Luna 412 535 29.9% 50.2%
Jacob's Creek 272 496 82.4% 37.7%
Pepperwood Grove 272 360 32.4% 54.6%
Penfolds 183 210 14.8% 21.3%
Antinori 175 200 14.3% 13.6%
St. Francis 150 165 10.0% 13.3%
Beer (Thousands of 2.25- Gallon
Cases) Domestic Brands must have
exceeded 9 million 2.25-gallon
cases in 2000, and imported
brands must have exceeded
2 million 2.25- gallon cases in
2000, with double digit growth
over the past four years.
Bud Light 395,000 440,000 11.4% 11.5%
Corona Extra 66,871 73,350 11.4% 26.1%
Labatt Blue 12,562 14,181 12.9% 17.7%
Tecate 8,943 11,024 23.3% 22.3%
Sierra Nevada P. Ale 5,264 6,161 17.0% 18.7%
Modelo Especial 4,353 5,200 19.5% 24.0%
Corona Light 3,835 4,600 19.9% 32.3%
Dos Equis 3,988 4,425 11.0% 16.2%
Newcastle Brown Ale 3,089 3,475 12.5% 19.1%
Labatt Blue Light 2,301 3,260 41.7% 37.2%
Pacifico 1,791 2,800 56.3% 29.4%
 Rising Stars
 BRANDS LESS THAN FIVE FULL YEARS OF AGE THAT
 HAVE EXHIBITED SUBSTANTIAL GROWTH OVER THE PAST
 FEW YEARS.
Brand Supplier
Distilled Spirits (Thousands of 9-Liter Cases)
Capt. Morgan's Parrot Seagram Americas
Absolut Mandrin Seagram Americas
Grey Goose Sidney Frank Importing
Margaritaville Seagram Americas
Remy Red Remy Amerique
Chopin Vodka Millenium Import
Wines (Thousands of 9-Liter Cases)
Arbor Mist Canandaigua Wine
Wild Vines E & J Gallo Winery
Foxhorn The Wine Group
Ecco Domani E & J Gallo Winery
Indigo Hills E & J Gallo Winery
Greg Norman Estates Mildara Blass Wines
McPherson Brown-Forman Beverages
Belmondo A. V. Imports
Beer (Thousands of 2.5-Gallon Cases)
Beck's Light Beck's North America
Stella Artois Labatt USA
Brand 1996 1997 1998
Distilled Spirits (Thousands of 9-Liter Cases)
Capt. Morgan's Parrot -- 120 210
Absolut Mandrin -- -- --
Grey Goose -- 18 50
Margaritaville -- -- --
Remy Red --
Chopin Vodka -- 15 27
Wines (Thousands of 9-Liter Cases)
Arbor Mist -- -- 1,280
Wild Vines -- -- --
Foxhorn -- -- --
Ecco Domani -- 370 600
Indigo Hills -- 100 150
Greg Norman Estates -- -- --
McPherson -- -- --
Belmondo -- -- 15
Beer (Thousands of 2.5-Gallon Cases)
Beck's Light -- -- --
Stella Artois 15
 00/99
Brand 1999 2000(e) % Chg
Distilled Spirits (Thousands of 9-Liter Cases)
Capt. Morgan's Parrot 285 385 35.1%
Absolut Mandrin 180 300 66.7%
Grey Goose 100 275 175.0%
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 15 138 820.0%
McPherson 21 106 404.8%
Belmondo 90 103 14.4%
Beer (Thousands of 2.5-Gallon Cases)
Beck's Light 102 657 ++
Stella Artois 68 232 ++
 00/96
Brand ACGR
Distilled Spirits (Thousands of 9-Liter Cases)
Capt. Morgan's Parrot --
Absolut Mandrin --
Grey Goose --
Margaritaville --
Remy Red --
Chopin Vodka --
Wines (Thousands of 9-Liter Cases)
Arbor Mist --
Wild Vines --
Foxhorn --
Ecco Domani --
Indigo Hills --
Greg Norman Estates --
McPherson --
Belmondo --
Beer (Thousands of 2.5-Gallon Cases)
Beck's Light --
Stella Artois --
(++.)Greater than 100%.
 Established Growth Brands
 TOP-SELLING BRANDS THAT HAVE CROWN MODERATELY
 OR SUBSTANTIALLY OVER THE PAST FOUR YEARS
Brand Supplier
Distilled Spirits (Thousands of 9-Liter Cases)
Bacardi [*] Bacardi USA
Absolut [**] Seagram Americas
Jack Daniel's Brown-Forman
Jose Cuervo/1800 UDV North America
Crown Royal Seagram Americas
DeKuyper Jim Beam Brands
McCormick Vodka McCormick Distilling
Jack Daniel's Cocktails Brown-Forman
Hennessy Schieffelin & Somerset
Tanqueray Schieffelin & Somerset
Castillo Bacardi USA
Bacardi Limon Bacardi USA
Evan Williams Heaven Hill Distilleries
Malibu UDV North America
Fleischmann's Vodka Barton Brands
Aristocrat Vodka Heaven Hill Distilleries
Crystal Palace Vodka Barton Brands
Jagermeister Sidney Frank Importing
Brand 1996 1997 1998
Distilled Spirits (Thousands of 9-Liter Cases)
Bacardi [*] 6,525 6,600 6,795
Absolut [**] 3,340 3,440 3,630
Jack Daniel's 3,169 3,230 3,300
Jose Cuervo/1800 2,645 2,890 2,917
Crown Royal 1,965 2,175 2,250
DeKuyper 2,131 2,291 2,376
McCormick Vodka 1,206 1,324 1,438
Jack Daniel's Cocktails 1,000 1,152 1,279
Hennessy 930 1,080 1,260
Tanqueray 1,310 1,315 1,320
Castillo 935 960 975
Bacardi Limon 445 610 745
Evan Williams 900 910 915
Malibu 489 536 560
Fleischmann's Vodka 569 595 597
Aristocrat Vodka 600 605 615
Crystal Palace Vodka 496 502 568
Jagermeister 485 490 500
 00/99
Brand 1999 2000(e) % Chg
Distilled Spirits (Thousands of 9-Liter Cases)
Bacardi [*] 7,115 7,485 5.2%
Absolut [**] 4,050 4,500 11.1%
Jack Daniel's 3,560 3,656 2.7%
Jose Cuervo/1800 3,227 3,495 8.3%
Crown Royal 2,470 2,675 8.3%
DeKuyper 2,492 2,563 2.8%
McCormick Vodka 1,479 1,595 7.8%
Jack Daniel's Cocktails 1,370 1,584 15.6%
Hennessy 1,380 1,390 0.7%
Tanqueray 1,350 1,390 3.0%
Castillo 1,035 1,110 7.2%
Bacardi Limon 895 950 6.1%
Evan Williams 920 925 0.5%
Malibu 683 827 21.1%
Fleischmann's Vodka 648 685 5.7%
Aristocrat Vodka 620 630 1.6%
Crystal Palace Vodka 585 620 6.0%
Jagermeister 515 530 2.9%
 00/96
Brand ACGR
Distilled Spirits (Thousands of 9-Liter Cases)
Bacardi [*] 3.5%
Absolut [**] 7.7%
Jack Daniel's 3.6%
Jose Cuervo/1800 7.2%
Crown Royal 8.0%
DeKuyper 4.7%
McCormick Vodka 7.2%
Jack Daniel's Cocktails 12.2%
Hennessy 10.6%
Tanqueray 1.5%
Castillo 4.4%
Bacardi Limon 20.9%
Evan Williams 0.7%
Malibu 14.0%
Fleischmann's Vodka 4.7%
Aristocrat Vodka 1.2%
Crystal Palace Vodka 5.7%
Jagermeister 2.2%
Johnnie Walker Black Schieffelin & Somerset
Jacquin Cordials Charles Jacquin et Cie
Rich & Rare Allied Domecq Spirits USA
Bombay Sapphire Bacardi USA
Courvoisier Allied Domecq Spirits USA
Grand Marnier Schieffelin & Somerset
Juarez David Sherman
Bols Cordials William Grant & Sons
Burnett's W. Satin Gin Heaven Hill Distilleries
Burnett's Vodka Heaven Hill Distilleries
Maker's Mark Allied Domecq Spirits USA
Wines (Thousands of 9-Liter Cases)
Franzia Winetaps The Wine Group
Almaden Canandaigua Wine
Sutter Home Trinchero Family Est.
Turning Leaf E & J Gallo Winery
Copperidge E & J Gallo Winery
Georges Duboeuf Deutsch/Winesellers
Beaulieu Vineyard UDV Wines
Casarsa Gary Raden & Sons
Bolla Brown-Forman Beverages
Folonari Frederick Wildman & Sons
C K Mondavi Charles Krug Winery
Burlwood E & J Gallo Winery
Citra Palm Day Imports
Forest Glen Classic Wines/California
Schmitt Soehne H. Schmitt Soehne
Martini & Rossi Bacardi USA
Rodney Strong Rodney Strong Vineyards
Forest Ville Vineyards Classic Wines/California
Kenwood Kenwood Vineyards
Black Opal Mildara Blass Wines
San Pedro Sham Ross Imports
Beer (Thousands of 2.5-Gallon Cases)
Coors Light Coors Brewing
Natural Light Anheuser-Busch
Busch Light Anheuser-Busch
Heineken Heineken USA
Keystone Light Coors Brewing
Milwaukee's Best Light Miller Brewing
Natural Ice Anheuser-Busch
Milwaukee's Best Ice Miller Brewing
Samuel Adams Lager Boston Beer
Guinness Stout Guinness-Bass Import
Foster's Lager Molson USA
Beck's Beck's North America
Bass Ale Guinness-Bass Import
Shiner Bock Gambrinus
Johnnie Walker Black 430 470 475
Jacquin Cordials 380 385 450
Rich & Rare 332 350 380
Bombay Sapphire 163 250 265
Courvoisier 400 410 425
Grand Marnier 360 365 375
Juarez 275 308 330
Bols Cordials 300 320 345
Burnett's W. Satin Gin 360 365 370
Burnett's Vodka 200 260 310
Maker's Mark 212 225 270
Wines (Thousands of 9-Liter Cases)
Franzia Winetaps 15,800 17,910 18,900
Almaden 7,100 7,600 7,660
Sutter Home 6,080 6,600 6,900
Turning Leaf 1,695 2,800 3,100
Copperidge 1,300 1,450 1,650
Georges Duboeuf 975 1,100 1,175
Beaulieu Vineyard 570 770 860
Casarsa 935 1,050 1,150
Bolla 955 956 990
Folonari 725 750 760
C K Mondavi 495 550 675
Burlwood 400 550 650
Citra 490 550 590
Forest Glen 250 450 550
Schmitt Soehne 360 400 500
Martini & Rossi 474 485 490
Rodney Strong 281 320 380
Forest Ville Vineyards 275 340 425
Kenwood 260 280 340
Black Opal 300 385 420
San Pedro 113 125 270
Beer (Thousands of 2.5-Gallon Cases)
Coors Light 182,000 185,000 193,200
Natural Light 95,500 96,000 100,500
Busch Light 59,500 62,500 67,500
Heineken 37,813 39,900 43,000
Keystone Light 26,800 26,950 27,600
Milwaukee's Best Light 23,000 27,556 28,933
Natural Ice 14,000 17,500 22,000
Milwaukee's Best Ice 6,000 10,000 12,744
Samuel Adams Lager 9,200 9,500 9,600
Guinness Stout 5,650 7,000 8,731
Foster's Lager 5,450 6,800 7,950
Beck's 6,582 7,396 8,500
Bass Ale 5,075 5,750 6,351
Shiner Bock 2,300 2,600 3,013
Johnnie Walker Black 495 525 6.1% 5.1%
Jacquin Cordials 475 485 2.1% 6.3%
Rich & Rare 420 455 8.3% 8.2%
Bombay Sapphire 360 455 26.4% 29.3%
Courvoisier 440 450 2.3% 3.0%
Grand Marnier 400 445 11.3% 5.4%
Juarez 360 440 22.2% 12.5%
Bols Cordials 398 425 6.8% 9.1%
Burnett's W. Satin Gin 375 380 1.3% 1.4%
Burnett's Vodka 325 340 4.6% 14.2%
Maker's Mark 300 330 10.0% 11.7%
Wines (Thousands of 9-Liter Cases)
Franzia Winetaps 19,900 20,166 1.3% 6.3%
Almaden 9,200 9,370 1.8% 7.2%
Sutter Home 7,020 7,200 2.6% 4.3%
Turning Leaf 3,150 3,300 4.8% 18.1%
Copperidge 1,750 1,800 2.9% 8.5%
Georges Duboeuf 1,185 1,250 5.5% 6.4%
Beaulieu Vineyard 944 1,247 32.1% 21.6%
Casarsa 1,208 1,210 0.2% 6.7%
Bolla 1,041 1,097 5.4% 3.5%
Folonari 767 775 1.0% 1.7%
C K Mondavi 725 760 4.8% 11.3%
Burlwood 700 720 2.9% 15.8%
Citra 620 650 4.8% 7.3%
Forest Glen 555 625 12.6% 25.7%
Schmitt Soehne 520 550 5.8% 11.2%
Martini & Rossi 505 540 6.9% 3.3%
Rodney Strong 445 486 9.2% 14.7%
Forest Ville Vineyards 430 480 11.6% 14.9%
Kenwood 400 470 17.5% 16.0%
Black Opal 430 465 8.1% 5.2%
San Pedro 420 450 7.1% 41.3%
Beer (Thousands of 2.5-Gallon Cases)
Coors Light 203,000 213,000 4.9% 4.0%
Natural Light 106,000 110,000 3.8% 3.6%
Busch Light 70,500 73,000 3.5% 5.2%
Heineken 47,000 54,000 14.9% 9.3%
Keystone Light 28,500 31,000 8.8% 3.7%
Milwaukee's Best Light 28,935 29,112 0.6% 6.1%
Natural Ice 26,000 28,000 7.7% 18.9%
Milwaukee's Best Ice 13,750 13,916 1.2% 23.4%
Samuel Adams Lager 9,700 10,250 5.7% 2.7%
Guinness Stout 9,579 10,035 4.8% 15.4%
Foster's Lager 8,820 8,956 1.5% 13.2%
Beck's 8,796 8,825 0.3% 7.6%
Bass Ale 6,870 7,338 6.8% 9.7%
Shiner Bock 3,129 3,303 5.6% 9.5%
(*.)Includes Limon.
(**.)Includes Citron & Mandrin
 Comeback Brands
 BRANDS THAT HAVE INCREASED
 SALES AFTER A RECENT DECLINE
Brand Supplier 1996
Distilled Spirits (Thousands
of 9-Liter Cases)
E & J E & J Gallo Winery 1,950
Black Velvet Barton Brands 1,834
Kahlua Allied Domecq Spirits 1,363
Barton Vodka Barton Brands 1,187
Stolichnaya UDV North America 1,055
Southern Comfort Brown-Forman 1,190
Skol Vodka Barton Brands 928
Hiram Walker Cordials Allied Domecq Spirits 1,061
Baileys UDV North America 850
Clan MacGregor William Grant & Sons 715
Wild Turkey Austin, Nichols 469
Barton Gin Barton Brands 350
Taaka Vodka Sazerac 380
Myers's Seagram Americas 285
Finlandia Brown-Forman Beverages 220
Nikolai Sazerac 290
Carolan's Irish Cream Allied Domecq Spirits USA 254
Jacquin Vodka Royal Charles Jacquin et Cie 185
Cruzan Rum Todhunter Importers 110
Wines (Thousands of
9-Liter Cases)
Woodbridge Robert Mondavi Winery 4,683
Kendall-Jackson Kendall-Jackson Wine 2,141
Chateau Ste. Michelle Stimson Lane Vineyards 637
Barton & Guestier Seagram Chateau & Est. 700
Leonard Kreusch Leonard Kreusch 500
J. Lohr Estates J. Lohr Winery 225
Blue Nun Show Ross Imports 275
Santa Rita Vineyard Brands 240
Vichon Mediterranean Robert Mondavi Winery 117
Placido Banfi Vintners 192
Piccini A. V. Imports 75
Beer (Thousands of
2.5-Gallon Cases)
Michelob Light Anheuser-Busch 35,100
Olde English 800 Miller Brewing 24,000
Rolling Rock Labatt USA 12,930
Killian's Irish Red Coors Brewing 8,500
Amstel Light Heineken USA 5,272
St. Pauli Girl Barton Beers 1,900
 00/99
Brand 1997 1998 1999 2000(e) % Chg
Distilled Spirits (Thousands
of 9-Liter Cases)
E & J 2,150 1,960 2,030 2,200 8.4%
Black Velvet 1,845 1,780 1,717 1,831 6.6%
Kahlua 1,380 1,355 1,405 1,455 3.6%
Barton Vodka 1,279 1,276 1,315 1,383 5.2%
Stolichnaya 1,130 1,117 1,231 1,374 11.6%
Southern Comfort 1,205 1,185 1,210 1,252 3.5%
Skol Vodka 924 959 1,012 1,108 9.5%
Hiram Walker Cordials 1,030 1,045 1,060 1,075 1.4%
Baileys 865 858 914 952 4.2%
Clan MacGregor 700 707 713 715 0.3%
Wild Turkey 464 436 482 490 1.7%
Barton Gin 346 345 349 352 0.9%
Taaka Vodka 370 265 270 320 18.5%
Myers's 275 285 300 310 3.3%
Finlandia 183 224 252 307 21.8%
Nikolai 285 270 275 290 5.5%
Carolan's Irish Cream 235 235 250 276 10.4%
Jacquin Vodka Royal 175 175 200 250 25.0%
Cruzan Rum 110 100 152 229 50.7%
Wines (Thousands of
9-Liter Cases)
Woodbridge 4,239 4,702 5,504 6,328 15.0%
Kendall-Jackson 2,531 3,054 2,675 3,141 17.4%
Chateau Ste. Michelle 600 630 696 773 11.1%
Barton & Guestier 750 720 755 766 1.5%
Leonard Kreusch 494 556 623 672 7.9%
J. Lohr Estates 200 272 331 375 13.3%
Blue Nun 295 285 290 310 6.9%
Santa Rita 250 248 259 292 12.7%
Vichon Mediterranean 207 234 223 266 19.3%
Placido 239 235 240 258 7.5%
Piccini 90 75 120 162 35.0%
Beer (Thousands of
2.5-Gallon Cases)
Michelob Light 34,400 36,000 38,000 40,000 5.3%
Olde English 800 21,500 19,500 10,335 14,467 40.0%
Rolling Rock 12,700 13,635 14,090 14,159 0.5%
Killian's Irish Red 8,300 8,700 9,200 10,200 10.9%
Amstel Light 5,400 5,200 6,000 7,100 18.3%
St. Pauli Girl 1,850 1,800 1,750 2,000 14.3%
 00/96
Brand ACGR
Distilled Spirits (Thousands
of 9-Liter Cases)
E & J -
Black Velvet -
Kahlua -
Barton Vodka -
Stolichnaya -
Southern Comfort -
Skol Vodka -
Hiram Walker Cordials -
Baileys
Clan MacGregor -
Wild Turkey -
Barton Gin -
Taaka Vodka -
Myers's -
Finlandia -
Nikolai -
Carolan's Irish Cream -
Jacquin Vodka Royal -
Cruzan Rum -
Wines (Thousands of
9-Liter Cases)
Woodbridge -
Kendall-Jackson -
Chateau Ste. Michelle -
Barton & Guestier -
Leonard Kreusch -
J. Lohr Estates -
Blue Nun -
Santa Rita -
Vichon Mediterranean -
Placido -
Piccini -
Beer (Thousands of
2.5-Gallon Cases)
Michelob Light -
Olde English 800 -
Rolling Rock -
Killian's Irish Red -
Amstel Light -
St. Pauli Girl -
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No portion of this article can be reproduced without the express written permission from the copyright holder.
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Author:Brandes, Richard
Publication:Cheers
Date:Apr 1, 2001
Words:5065
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