The surge in brown spirits across the U.S. market is in evidence on this year’s Impact “Hot Prospects” spirits list, which is highlighted by numerous super-premium brands from multiple segments of the whisk(e)y category.
Whiskies account for more than a third of the 21 Hot Prospect spirits brands this year—including three Bourbons, two single malt Scotches, two Canadian whiskies and one Irish whiskey—and nearly all of the above boast price points firmly at the premium end of the spectrum. Beam Suntory markets all three Hot Prospect Bourbons—Devil’s Cut, Maker’s 46 and Basil Hayden—while Edrington Group’s Macallan and Moët Hennessy USA’s Glenmorangie represent single malt Scotch. From the Canadian whisky segment, Pernod Ricard’s Wiser’s and Mexcor’s Select Club earned honors, and William Grant & Sons’ Tullamore D.E.W. made the grade in the fast-rising Irish whiskey category.
To qualify as Hot Prospects, spirits brands must have posted 15% depletions growth or more in 2013 while also showing consistent growth in 2011 and 2012. Volumes must be at least 50,000 cases but not more than 200,000 cases. New products can also qualify as Hot Prospects if they pass the 50,000-case mark in their first year.