| Beverage Wholesaler - November 12, 2018 |
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For years now, American brandy has been dominated by a few big brands at the value end, and by French (and French-inspired craft) brandies at the high end. Lately, however, a fresh breeze of innovation has roused the category.
New directions come from experimentation by both established names and new players. An American style has emerged, with a nod to terroir.
Intrigued by whiskey, consumers are exploring other brown spirits, which should give a boost to American brandy. And these new directions offer much to discover.
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What makes certain premium brands pop? Two years ago Pernod Ricard launched New Brand Ventures (NBV), a division that aims to identify, acquire and grow such brands. Currently NBV is comprised of Del Maguey Single Village Mezcal, Plymouth Gin, Aberlour single malt, Monkey 47 gin, Powers Irish Whiskey, Smooth Ambler whiskey, and the French aperitif Lillet.
A number of these brands have become common to back bars and consumer’s shelves. What is Pernod Ricard looking for in premium brands that have growth potential? For answers we recently spoke with Jeff Agdern, Senior Vice President of NBV.
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ONE MORE THING
The Beverage Information Group’s 2018 Cheers On-Premise Handbook (CHOP) will soon be available. Pre-order your copy today at BevInfoStore.com to receive the latest
on-premise data, trends and analysis. |
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JOBS BOARD
On-Premise Sales Rep
Wholesaler: Southern Glazer’s Wine & Spirits
Location: Ann Arbor, MI
Requirements: Make regular sales calls to designated (on/off/combo) accounts to cultivate customer relations and satisfaction with service provided. Demonstrate consultative sales abilities through successful presentations of product, the promotion of new and existing portfolio items and the expansion of business.
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