Growth Brands - Continued
COMEBACK BRANDS
This final
category recognizes those major brands that experienced a sales
decline in 2003 (compared to 2002) and reversed that decline
in 2004, gaining back at least the same amount of case volume
lost in 2003. Among the distilled spirits brands to qualify
for these exacting standards are four well-known premium/superpremium
brands. The first is the always-popular Jim Beam Bourbon (Jim
Beam Brands), which had a slight decline in 2003 but rebounded
to more than 3.17 million cases in 2004. Captain Morgan Parrot
Bay (Diageo) had a stellar recovery in 2004, gaining a hefty
34.6% to 588,000 cases. Courvoisier (Allied Domecq Spirits)
rebounded last year to 540,000 cases, while the venerable superpremium
blended Scotch Chivas Regal (Pernod Ricard USA) showed a positive
increase of 3.0% last year to 487,000 cases.
Brands with a sales decline in 2003, which reversed that
decline in 2004,
gaining back to at least the same amount of case volume the
brand did in 2002.
DISTILLED
SPIRITS (thousands of 9-liter cases) |
|||||
| Brand | Supplier | 2002 | 2003 | 2004p | '03/'04 % Chg |
| Jim Beam | Jim Beam Brands | 3,150 | 3,100 | 3,175 | 2.4% |
| Captain Morgan Parrot Bay | Diageo | 450 | 437 | 588 | 34.6% |
| Courvoisier | Allied Domecq Spirits USA | 530 | 525 | 540 | 2.9% |
| Chivas Regal | Pernod Ricard USA | 479 | 473 | 487 | 3.0% |
WINES
(thousands of 9-liter cases) |
|||||
| Sutter Home | Trinchero Family Estates | 7,084 | 7,050 | 7,200 | 2.1% |
| Woodbridge | Robert Mondavi Winery | 6,805 | 6,747 | 6,918 | 2.5% |
| MD 20/20 | The Wine Group | 1,698 | 1,670 | 1,715 | 2.7% |
| Columbia Crest | Ste. Michelle Wine Estates | 1,515 | 1,451 | 1,628 | 12.2% |
| Georges Duboeuf | W.J. Deutsch & Sons/Winesellers | 1,140 | 1,100 | 1,300 | 18.2% |
| C K Mondavi Vineyards | Charles Krug Winery | 950 | 914 | 982 | 7.4% |
| Moet & Chandon | Schieffelin & Co. | 590 | 585 | 597 | 2.1% |
| Kenwood | Kenwood Vineyards | 520 | 502 | 564 | 12.4% |
(p) Preliminary
There are eight wine Comeback Brands this year, several of them major players in the U.S. market. After a minor setback last year, Sutter Home (Trinchero Family Estates) rebounded to 7.2 million cases, as did Woodbridge (Robert Mondavi) to just under 7 million cases. MD 20/20 regained lost ground in 2004, to more than 1.7 million cases. Columbia Crest (Ste. Michelle Wine Estates) increased sales by 12.2%, and Georges Duboeuf (W.J. Deutsch) gained 200,000 cases to 1.3 million. Others that turned positive in 2004 include CK Mondavi, Moet & Chandon and Kenwood.
Fast Track | Rising Stars | Established Growth Brands | Comeback Brands
