The biggest spirits stories of 2020

It’s been quite a year for the spirits industry, with a global pandemic and trade wars grabbing the headlines. The Spirits Business looks at the biggest breaking news from the past 12 months. Last year saw a number of big companies hit the headlines including Beam Suntory, which was hit with a US$19.6 million fine over a bribery investigation. The Covid-19 pandemic dominated the sector last year, with total alcohol sales predicted to decline by…

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Analysis: how major firms could recover post-Covid-19

A report by Credit Suisse predicts how leading players Diageo and Pernod Ricard will fare after the effects of the Covid-19 pandemic in 2021. But what could recovery also look like for other major spirits companies? The Covid‐19 pandemic brought havoc to the global spirits industry in 2020, affecting production and distribution, and slashing on‐trade and travel retail sales. As the impact of the pandemic took hold, Diageo saw its full‐year organic net sales for…

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Jim Beam targets ‘bored beer fans’ with Highballs

Bourbon brand Jim Beam has launched a new campaign that promotes its signature Highball serve as an alternative for ‘bored beer fans’. The new campaign launched across the US this month and encourages drinkers to order the Jim Beam Highball when they’re looking for a ‘light and refreshing’ option instead of a beer. The Highball drink is made by mixing Jim Beam Bourbon with ice and ginger ale. The campaign first aired on 4 January…

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Ready-to-drink brands to watch in 2021

The ready-to-drink category has been bolstered by a wave of innovation in pre-mixed cocktails and hard seltzers. We predict the brands that will be the talk of the sector in the coming 12 months. The ready‐to‐drink (RTD) category is booming, thanks to the likes of new innovations such as hard seltzers and low‐calorie options. RTDs are riding high, and are poised to be the only beverage alcohol sector to see growth in 2020, with volumes…

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Beam and De Kuyper extend distribution deal

Jim Beam owner Beam Suntory has expanded its distribution partnership with Dutch group De Kuyper in the Netherlands. On 1 January 2018, De Kuyper took over the distribution for Beam Suntory’s key brands, such as Jim Beam, Makers Mark, Sauza Tequila and Canadian Club, in the Netherlands. After being expanded in September 2018, the deal will be extended again from 1 January 2021 as part of a new strategic partnership between the two firms. “We…

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