Trend Report BEV Spirits and Liquors WEB

8/2/2019 Trend Report BEV Spirits and Liquors WEB

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SPIRITS AND LIQUORSTrend Report | Q3 & Q4 2009


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INTRODUCTION

Overall, launch numbers or Spirits & L iquors were up by 131% during the six months

to December 2009, boosted by the lucrative Christmas period. Year-on-year igures

increased by 39%.

All sub-categories saw growth this period, the three prime movers being Tequila (up

369%), Whisky (up 260%) and Vodka (up 225%).

Europe remained the most active region this period, accounting or over 60% o all

new product launches.

IN THIS REPORT

Executive summary... 3

Competitive context... 4

Regional analysis... 6

Europe... 8

Latin America... 9

North Ameria... 10

Premium quality... 11

Seasonality... 13

Natural developments... 16

Environmental issues... 19

Flavors... 21

Innovative packaging... 22

Forecast... 24

Who we are... 25

Works cited... 26

*


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EXECUTIVE SUMMARY

Premium quality

The higher incidence o at-home use o premium spirits relects the ac t that they cost

considerably less when purchased at a store than in a bar or restaurant.

Seasonality

According to one o the big suppliers, November/December accounts or close to a

third o total o -trade spirit sales by volume and around hal by value.

Natural development

In the Spirits & Liquors market, organic credentials tend to be viewed as a premium

beneit.

Environmental issues

Green products are popular with two segments that tend to drink more than others:

the aluent and young adults.

FlavorsLiquors, white rum and vodka eatured the highest proport ion o lavored varieties.

Innovative packaging

An interesting bottle or pack are actors that inluenced 25% or more o consumers to

try a new type or brand o distilled spirit.

The new bottle oTres Generaciones, a super premiu

tequila, tells the story o hard work, passion and

pioneering spirit in a modern way. Each bottle is toppe

with an elegant wood cork bottle stopper.

_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

100% organic neutral grain spirit mixed with roots,

herbs, spices, citrus and pure cane sugar: the irst

small-batch run oArt In The Age ROOThas been

released in highly limited quantities to establishments

in Philadelphia and surrounding areas.

TREND REPORT


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INTERNAL COMPETITION

Vodka has overtaken Scotch as the

worlds avorite tipple with sales o 22

billion in 2008. The vodka market is

dominated by Diageo, which sold 25.2

million cases, with its closest competitor

Absolut selling 10.7 million.

COMPETITIVE CONTEXT

During the six months to December 2009, Wine and Beer were the most active o the

Alcoholic Beverages sub-categories, both accounting or just over a quarter o all

launches.

Liquors was the most acti ve o the sub-categories covered in this Category Insight,

constituting a 10% share o new products, whilst Gin was the smallest overall, with

just 1%.

Issues affecting the market:

GOOD NEWS FOR TEQUILA

Tequila is popular with Hispanics, who

are among the astest-growing segments

o the U.S. population. That growth,

combined with the act that Mexican ood

is among the most popular cuisines in the

U.S., is driving very strong per ormance.

HEALTH CONCERNS

Spirits are well placed to help consume

overcome conusion relating to

recommended intake o units, as a sing

measure equates to one unit, an easy to

remember igure.

TREND REPORT


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Q3/Q42009

Q1/Q22009

Q3/Q42008

Q1/Q22008

0%

20%

40%

60%

80%Whisky

Vodka

Tequila

Other Spirits

Liquors

Gin

Wines

Flavored

Dark Rum

Cider

Brandy

Beer

COMPETITIVE CONTEXTSUB-CATEGORY COMPARISON

NUMBER OF VARIANTS (%)

TREND REPORT


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REGIONAL ANALYSIS

Europe

Europe continues to dominate, accounting or a 61% share o the market, up 3% this

period.

Latin America

Latin Americas share o the market ell rom one quarter in the previous period to 17%

this time.

North America

Activity here saw renewed growth, up 4% this period and constituting a 13% share o

the market.

Asia Pacific

Asia Paciic accounted or an 8% share o the market, an increase o 2% compared to

the previous six months.

Middle East & AfricaThe Middle East & Arica maintained a consistent 2% share o the market this period.

TRENDS

Liquors was the leading sub-category in both Europe and Lat in America, whilst Vodka

dominated in North America.

Latin America saw the highest proportion o unlavored/plain launches, with cream a

popular lavor driven by the prevalence o liquors in this region.

Created in Poland, the birthplace o vodka, Belvedere

Vodka is made in accordance with over 600 year s o

vodka making tradition and heritage.

_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

A mixto Tequila, Olmeca is made rom hand selected b

agave, the pias are slow cooked in brick ovens as par

the 500-year-artisanal Tahona method.

TREND REPORT


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Q3/Q42009

Q1/Q22009

Q3/Q42008

Q1/Q22008

0%

20%

40%

60%North America

Middle East

& Africa

Latin America

Europe

Asia Pacific

REGIONAL ANALYSISNUMBER OF VARIANTS (%)

TREND REPORT


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REGIONAL ANALYSIS: EUROPE

Spain was the most active European country accounting for 18% of launches, ollowed

by France with 16% and Germany with 15%.

Premium topped the claims this period, seen in 23% o new launches, ollowed by

limited edition (11%) and seasonal (4%)

Almost three quarters (74%) o all premium products launched during the six months

to December 2009 were ound in this region.

Eristoffs bell-shaped bottle is embossed with the

imperial crown and around the base are the words

Original Recipe o Prince Erist o o 1806.

_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

In North-east Scotland, every drop o spirit produced a

The Glenlivet distillery is stored in a cask or a minimu

o 12 years beore its bottled and sold.

_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

The unoicial drink o Southern France, Pastis 51 is

diluted with 5 parts water and turns cloudy.

TREND REPORT


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REGIONAL ANALYSIS: LATIN AMERICA

Mexico was the leading country in Latin America, accounting or 42% o launches,

whilst Brazil saw 37% and Chile 6%.

Liquor was the top sub-category constituting a quar ter o all new launches, ollowed

by tequila with 24% and vodka with 14%.

Limited edition was the most active claim eaturing in 9% o new products, ollowed

by premium (7%) and environmentally riendly package (4%).

Crema De Alba is an exquisite and internationally am

cream liquor produced out o the Spanish Brandy Sole

Gran Reserva.

_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

The unmistakable Ballantines lavor blends 50 single

malts, 4 single grains and in particular the ingerprint

malts rom Miltondu and Glenburgie.

TREND REPORT


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REGIONAL ANALYSIS: NORTH AMERICA

Premium led the claims in North America seen in 16% of new products, ollowed by

limited edition with 15% and organic with 8%.

Some 38% o all organic product s launched during the six months to December 2009

were ound in North America.

Vodka was the most active sub-category accounting over one third (35%) o launches,

whilst whisky constituted 18% and liquor 13%.

Crystal Head Vodka, Newoundland Liquor Corporatio

Jura, Whyte & Mackay Distillers

Prairie Organic Vodka , Phillips Distilling

TREND REPORT


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PREMIUM SPIRITSHOME DRINKING BOOSTS DEMAND

With regard to Spirits & Liquors, the recession seems to have beneited the premium

sector, as consumers moved away rom economy and super-premium options.

The premium claim now constitutes one i th o the market, a 3% increase in share

during the six months to December 2009.

The leading sub-categories or this claim are vodka with 4 1% premium launches,

liquor with 21% and whisky with 16%.

The higher incidence o at-home use o premium spirits relects the act that they

cost considerably less when purchased at a store than in a bar or restaurant.

Chivas Regal is the market-leading Scotch whisky aged

years and above in Europe and Asia Paciic. It is blend

in a distinctive house style o a mellow, honeyed lavo

and traces its roots to the opening o a luxury grocery

store at 13 King St, Aberdeen in 1801.

_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

LOr de Jean Martell is served in a decanter made rom

Cristal de Sevres and designed like a droplet o blood

caught in a sleek container. The decanter s are hand

blown and each bottle costs $3,600.

TREND REPORT


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Q3/Q42009

Q1/Q22009

Q3/Q42008

Q1/Q22008

Q3/Q42007

Q1/Q22007

0%

18%

20%

22%

6 month

rolling avg.

New products

PREMIUM SPIRITS% OF NEW PRODUCTS

TREND REPORT


13/27

SEASONAL DRINKING

CHRISTMAS TO BOOST SALES

The Christmas period sees most seasonal product s launched to coincide with the

busiest sales time or spirits.

Many consumers only purchase Spirits & Liqueurs at Christmas.

Spirits represent seven o the top 20 best sellers at Christmas in the UK.

The seasonal claim now accounts or a 3% share o the market, down 1% compared

to the previous six months.

Appleton Estate Rum, Kobrand Corporation

Hiram Walker Schnapps , Pernod Ricard

Paddy Irish Whiskey, Cork Distilleries Company

TREND REPORT


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SEASONAL DRINKING (CONTD)

LIMITED EDITIONS AND MERCHANDISING CREATE INTEREST

Limited editions and seasonality can help to associate a product closely with an event

or time o year to help drive sales.

The limited edition claim constituted an 11% propor tion o the market, an increase

o 6% during the six months to December 2009.

Limited edition launches are increasingly being used to take the pain out o the

credit crunch or spirits companies, stimulating interest without necessarily

lowering prices.

As with many alcohol categories, music and sports sponsorships are popular

amongst Spirits & Liquors brands.

However, the character/event merchandising claim remains niche, maintaining a

consistent 1% share o the market this period.

Absolut Disco, Pernod Ricard

Woodford Reserve Kentucky Derby Bottle, Brown-Form

Amarula , Amarula

Vodka 14, Altitude Spirits

TREND REPORT


15/27

Q3/Q42009

Q1/Q22009

Q3/Q42008

Q1/Q22008

Q3/Q42007

Q1/Q22007

0%

4%

8%

12%

6 month

rolling avg.

New products

SEASONAL DRINKING% OF NEW PRODUCTS

TREND REPORT


16/27

NATURAL PRODUCTS

SLOW GROWTH

Natural claims remain comparatively niche in the Spirits & Liquors market, but

manuacturers are making developments in this area.

The no additives/preservatives claim now accounts or a 3% share o the market, up

1% this review period, whilst all natural launches maintained a consistent 2% share

o the market.

Interest in more natural beverages has also seen increased experimentation with

more botanical and herbal ingredients.

Chambord Black Raspberry Liqueur is made rom wild

raspberries and was avored by King Louis XIV in 1685

_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

JETTis inused with caeine, guarana and ginseng.

_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

Svedka , voted #1 vodka o 2033.

TREND REPORT


17/27

NATURAL PRODUCTS (CONTD)

ORGANIC INNOVATION

The organic sector has seen some interesting innovation in recent years, tapping into

the growth o consumer interest in all things organic.

The recession has seen some organic ood and drink markets decline with

consumers reluctant to pay the associated higher prices. However, in the Spirits &

Liquors market, organic credentials tend to be viewed as a premium beneit.

The organic claim constitutes a 3% propor tion o the market, an increase o 2%

compared to the previous six months.

Over a third (35%) o all organic launches were ound in the US and 69% o all new

organic products were Vodka.

The worlds irst 100% Organic Gin, Juniper Green

contains absolutely nothing but the worlds inest orga

grain, the purest wate r and a combination o 100%

organic botanical herbs sourced rom around the worl

No chemical ungicides are used to assist in the storag

o Organic Grain resulting in natural microorganisms,

which aid ull and deep ermentation.

_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

Root is a liquor rom Philadephia-based collective Art

the Age that traces its heritage all the way back to the1700s when colonists were irst introduced to root tea

brewed with sassaras, sarsaparilla, wintergreen birch

bark, and other roots and herbs. This later ormed the

origins o root beer.

TREND REPORT


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Q3/Q42009

Q1/Q22009

Q3/Q42008

Q1/Q22008

Q3/Q42007

Q1/Q22007

0%

1%

2%

3%

6 month

rolling avg.

New products

ORGANIC PRODUCTS% OF NEW PRODUCTS

TREND REPORT


19/27

ENVIRONMENTAL CONCERNS

GREEN CLAIMS REMAIN NICHE

The environmentally riendly product claim remains niche with just a 1% share o the

market, compared to less than 1% during the previous review period.

Manuacturers could do more to publicize environmentally riendly initiatives which

consumers may otherwise be unaware o.

With the majority o produc ts in this market packaged in glass bottles, recycling

oers a logical green option or manuacturers.

The environmentally riendly package claim now accounts or a 2% share o the

market, up by 1% this review period.

In some instances, lightweight glass technology has been widely adopted, using

less raw material and requiring less energy to make and transpor t.

Square One is the irst 100% organic American rye vod

Organic V is an organic orange-lavored vodka.

360 Vodka, Earth Friendly Bottling Company

Canadian Mist, Brown-Forman

TREND REPORT


20/27

Q3/Q42009

Q1/Q22009

Q3/Q42008

Q1/Q22008

Q3/Q42007

Q1/Q22007

0%

0.5%

1.0%

1.5%

2.0%

2.5%

6 month

rolling avg.

New products

ENVIRONMENTAL FRIENDLY PACKAGING% OF NEW PRODUCTS

TREND REPORT


21/27

FLAVORS

POPULAR AND UNUSUAL

Liquors, white rum and vodka eatured the highest proportion o lavored varieties,

whilst whisky and tequila saw the least this period.

Over hal (53%) o all launches this period were un lavored/plain, with blackcurrant/

cassis, cream, coconut, lemon, coee, orange and chocolate (unspeciied) the top

lavor choices.

Some o the more interesting lavors seen this period include bacon, caraway,

poppy, hibiscus, black tea & elderlower, quince, rocket and cucumber lime.

Kahla is a rich, dark brown coee liquor made rom t

inest Mexican coee.

_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

Wild Africa Cream Liqueur is born in the popular West

Cape Winelands o South Arica.

_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

Bakon is a potato vodka with a savory bacon lavor.

_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

UV Vodka is a sweet addition to its popular line o

colorul lavored vodkas.

_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

Malibu rum is a sweet, coconut lavored white rum ma

in Barbados.

TREND REPORT


22/27

INNOVATIVE PACKAGINGCREATING INTEREST

The innovative package claim maintained a consistent 1% share o the market during

the six months to December 2009.

This niche standing suggests manuacturers may be underestimating the potential

importance o packaging in this market.

An interesting bottle or special packaging are actors that inluenced 25% or more

o consumers to try a new type or brand o distilled spirit.

ABSOLUThas a history o creating extraordinary prod

and innovating globally renowned new ways in which

package them, here is just one o those examples: the

stylish mini bar git set. When the white architectoni

box unolds, the inside reveals itsel as a portable mi

bar to be illed with garnish and ice, with a classic

ABSOLUT VODKA bottle nesting in the middle intend

to make it easier to create the most stylish party

anywhere.

_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

10 Cane is a luxury rum made or mixing top-quality ru

cocktails. Alchemy is the underlying positioning o bot

the product and the package. The mixing o the elegan

and classic crest with the irreverent placement o the

label, the combination o the raw beauty o Trinidad

with the sophistication o Francethese are important

developing the alchemy o the brand. The simple custo

bottle is designed to be bartender-riendly: easy to gr

and easy to pour. 10 Cane is a new classic.

TREND REPORT


23/27

Q3/Q42009

Q1/Q22009

Q3/Q42008

Q1/Q22008

Q3/Q42007

Q1/Q22007

0.0%

0.5%

1.0%

1.5%

6 month

rolling avg.

New products

INNOVATIVE PACKAGING% OF NEW PRODUCTS

TREND REPORT


24/27

FORECAST

Premium brands look set to continue perorming well, oering consumers aordable

quality.

Manuacturers could make more innovative and stylish packaging to capture the

attention o consumers, particularly the younger and more aluent sectors.

The seasonal strength o sales in this market could be capitalized upon with the

introduction o more seasonal lines and appropriate limited edition lavors, such as

cinnamon and cranberry at Christmas.

Wine has successully built on its strong association with ood and other alcoholic

beverages, such as Beer and Cider are making orays into this area. There is

signiicant potential or spirits brands to develop this as well.

Natural claims are likely to see some growth, although this will continue to be a slow

process, with organic lines leading the way.

Links with Fairtrade and other ethical schemes could boost both natural lines and

those with environmentally riendly credentials, which are also currently niche.

OVAL: Ater countless experiments, Pro. Sorokin

succeeded in the year 2000 to structure alcohol and

water in a way that meant each molecule o alcohol wa

surrounded completely by water molecules.

The result is that the tongue initially perceives thevodka as a natural, saliva-like substance. The bottle

corresponds with the structure o the vodka and its

molecules. Both have a tetrahedral orm.

_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

Fairtrade is an organized social movement and

market-based approach that aims to help producers in

developing countries obtain better trading conditions

and promote sustainability.

TREND REPORT


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WHO WE ARE

Our mission is to become your par tner o choice. We provide a range o highly

sophisticated printing solutions tailored to the needs o our customers; we a ord

intelligent opinions about how new technologies, materials, market orces, or the latest

consumer trends might impact your packaging. We help organizations grow their brand.

Pressure sensitive labels

UV FLEXOGRAPHY

Bolder and deeper colors

Range of opacity

Scuff resistance 4color process, vignettes

UV ROTARY SCREEN

Higher color intensity

Tactile raised print

Precise detail Compliments UV lexography

DIGITAL

Smoother vignettes

Exact registration

Rapid prototyping Variable imagery/text

CONVENTIONAL OFFSET

Sharp imagery

4color process, vignettes

UV OFFSET

Higher color intensity

Premium gloss

Crisp detail

Hi-de vignettes

Paperboard packaging

TREND REPORT


26/27

WORKS CITED

MARKET RESEARCH

Mintel, a leading market research company.

Mintel GNPD Category Insight. Spirits & Liqueurs. Jul.-

Dec. 2009.

IMAGERY

The Intoxicologist Is In. Reviews. 2007-2010.

PROFESSIONAL WEBSITES

Appleton Estate. (2010). History The Appleton Estate.

Retrieved February 1, 2010.

Amarula | The Spirit o Arica. (2010). Natures Factory.

Retrieved January 23, 2010.

Art In The Age. (2010). Root Locator. Retrieved January21, 2010.

Ballantines. (2010). Our Legacy. Retrieved January 19, 2010.

Canadian Mist. (2010). Origins. Retrieved January 21, 2010.

Crystal Head Vodka. (2010). Home. Retrieved January

29, 2010.

Diageo. (2010). Our Brands. Retrieved February 4, 2010.

Fair Trade. (2010). Standards. Retrieved February 14 2010.

Hiram Walker. (2010). Home. Retrieved January 19, 2010.

JETT VODKA Prepare or Takeo. (2010). The Vodka.


Jose Cuervo. (2010). Products. Retrieved January 12,

2010.

Juniper Green. (2010). Home. Retrieved January 20, 2010.

Malibu Rum. (2010). Home. Retrieved February 1, 2010.

Olmeca Tequila - Awaken The Mystery. (2010). Olmeca.

Retrieved February 1, 2010.

Pastis 51 The Unofcial Drink o Southern France.

(2010). Home. Retrieved January, 21, 2010.

Pernod Ricard Deutschland. (2010). Irish Whiskey,

Paddy. Retrieved January 19, 2010.

Prairie Vodka. (2009). Downloads. Retrieved December

4, 2009.

The Glenlivet. (2010). The Age Matters. Retrieved

January 18, 2010.

Tres Generaciones Triple Distilled Vodka. (2009). New

bottle. Retrieved January 20, 2010.

UV Vodka. (2010). UV Vodka. Retrieved January 25, 2010.

Whyte and Mackay. (2010). Our Roots. Retrieved January

24, 2010.

Woodord Reserve. (2010). Handcrated and Authentic.


ARTICLES

10 Cane Rum. AIGA Design Archives: n. pag. Web. 30

January 2010.

360. Vodka Buzz: n. pag. Web. 24 January 2010.

Absolut Minibar (Sweden). Licorea: n. pag. Web. 17

January 2010.

Beale, Scott. Bakon Vodka. Laughing Squid: 30 March

2010: n. pag. Web. 17 April 2010.

Crema de Alba Cream Liqueur. Tastings.com: n. pag.

Web. 18 January 2010.

Crema de Alba Cream Liqueur. Weinquelle Lhmann:

n. pag. Web. 18 January 2010.

House o Martell Presents Culmination o House

Style. PR Newswire: n. pag. Web. 7 April 2009.

Kahlua coee liqueur. Drinks Mixer: n. pag. Web.

January 2009.

Nyiko. Battle o Vodka Brands: Grey Goose Vodka VS

Svedka Vodka. Associated Content: 17 May 2007: n. p

Web. 20 January 2010.

Orange V Vodka. Liquor Snob: n. pag. Web. 24 Janu

2010.

Oval Vodka. About.com: n. pag. Web. 5 February 20

Showing o at Cultivaria 2009. Wild Arica Cream

Blogspot: 10 November 2009: n. pag. Web. 7 February

2010.

Square One 100% Organic Rye Vodka. K&L Wines: n

pag. Web. 24 January 2010.

Woollard, Diedre. Absolut Disco. Luxist: 5 Novemeb

2007: n. pag. Web. 17 January 2010.

Woollard, Diedre. Root Liquor, A Taste o the Past Re

Imagined. Luxist: 23 Novemeber 2009: n. pag. Web.

January 2010.

AUDIO VISUAL MEDIA

Claire Smith. Belvedere Brand Ambassador, Belveder

Vodka. Online video. Belvedere Vodka, The Heritage,

2010. Web. 19 January 2010.

Mitch and Matthew Baris. Co-owners, Vodka 14. Onlin

video. About Vodka 14: Committed, 2010. Web. 20

January 2010.

ONLINE ENCYCLOPEDIA

Chambord (liqueur). (2009, August 8). In Wikipedia, t

ree encyclopedia. Retrieved January 23, 2010.

Chivas Regal. (2009, September 30). In Wikipedia, the

ree encyclopedia. Retrieved February 1, 2010.

Eristo. (2009, July 26). In Wikipedia, the ree

encyclopedia. Retrieved January 21, 2010.

TREND REPORT
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