Back to the Backyard

In times of crisis, consumers often look to spirits for comfort. Though the “tried and true” brands belonging to the largest producers have been getting most of the love lately, craft distilleries shouldn’t be counted out just yet. With strong connections to their communities, smaller producers will find success in the New Year by utilizing hyperlocal approaches that spotlight regional expressions.

“It’s something we say all the time in our classes: ‘own your own backyard,’” says Moonshine University’s Director of Spirits Education, Colin Blake. “That’s still the best move for craft distillers. Forget about expansion plans for now— focus on serving your community.”

Craft American whiskey provides a window into how brands are already using local appeal to create success. In Texas, for example, craft distilleries are making whiskey and bourbon with an authentically Texan flair. Dark and bold, these spirits are products of the unique environment in which they are produced. As experimentation across the United States continues, we anticipate more regionally distinctive spirits to crop up in 2021 with craft producers leading the fray.

The Premium Experience

After a year of difficulties and robbed experiences, consumers are more likely than ever to indulge in premium spirits. The premiumization trend that has been seen in many categories over the past few years got a strong boost in 2020 that we expect to continue into 2021 as consumers seek authentic, elevated experiences from the comforts of home.

“Sipping tequilas and mezcals will offer adventurous new taste experiences, while high-end gin and rums will be crucial for re-creating sophisticated bar-and-restaurant-worthy cocktails,” says Blake.

In 2021, consumers will also trend beyond small batch or single barrel releases and begin to take up more interest in experimental expressions of premium positioned products— think “grain-to-glass,” creative secondary maturations, innovative mash bills, unique blends, and the like.

At-Home, But With A Hospitality Appeal

With COVID-related limitations restricting the number of visitors to distilleries, bars, and restaurants, the industry has had to discover new ways to reach consumers— but with change comes fresh opportunities.

“Now we’re almost a year into life under a pandemic, and consumer behavior has shifted,” says Kevin Hall, Corporate Development, Moonshine University. “Habits formed under this shared ‘new normal’ have been cemented. Consumers now expect their favorite businesses to offer curbside and delivery options— including distilleries.”

In many states, regulations have been relaxed to allow for formats friendly to current circumstances, but the permanency of these allowances is a matter of state and local governments— either way, our experts anticipate the trend will at least continue into 2021. In the meantime, distilleries are encouraged to be attentive to hospitality, even as their customers enjoy spirits at home.

“Distilleries need to be just as creative with contact-free delivery and to-go cocktails as they are with nurturing relationships between consumers and their brand,” says Blake. “That authentic appeal to hospitality is so important for the longevity of that relationship.”

Of course, if 2020 has taught us anything it’s that no one has a crystal ball. Whatever the rest of this year brings, the educators at Moonshine University will be standing by to help train and prepare spirits businesses for the future.

Source: Moonshine University

Last October, NGS completed a successful IPO on the Australian Stock Exchange (ASX:NGS), securing AUD$7M. The company has seen its share price soar as high as 75% since its initial listing. After establishing Healthy Height sales in the US, and on the heels of a recent launch in China, the company is now reaching out to other Asia-Pacific markets. The NGS China launch occurred through collaboration with a local state-owned entity, distributing primarily in “mother and baby” stores. The company is now gearing up for expansion into South Korea, Japan, Australia, and the rest of the region.

“In the past three years, Healthy Height established itself in the US as a leading complementary solution supporting growth for kids,” asserts Liron Fendell, CEO of NGS. “NGS is now poised to extend its products’ nutritional benefits to young population in Asia Pacific.”

Healthy Height was developed and tested by pediatricians to give a holistic solution to nourish growing children predominantly in the 3 to 9-years age group, including those children who lack nutrition due to health issues that may impair eating. It also helps support nutrition in picky eaters, a universal problem that causes a lot of stress to families.

Healthy Height is now the company’s premier product. It contains 12g whey protein per serving, with high-quality ingredients, and no corn syrup, or other additives. It is gluten-free, soy-free, no GMO’s and includes 350mg of the vital amino acid arginine per serving. It also is low in sugar and sodium. “Picky-eater approved,” Healthy Height can be mixed into ice cream or pancake batters as well as in shakes or smoothies.

Two top medical professionals in pediatric endocrinology, gastroenterology, and nutrition were behind the research and development of the Healthy Height formulation: Professor Moshe Phillip, Director of the Institute for Endocrinology at the Schneider Children’s Medical Center of Israel, and Professor Raanan Shamir, Director of the Institute of Gastroenterology, Nutrition, and Liver Diseases at Schneider. Professor Shamir also served as the President of the European Society for Pediatric Gastroenterology, Hepatology, and Nutrition (ESPGHAN).

“There is no doubt that genetics plays the most significant role in an individual’s height, with studies showing this accounts for up to 80 percent of final height,” informs Fendell. But what about the remaining percentage? Researchers believe that environmental factors fill that gap, with nutrition being the most dominant factor.

“There is a window of opportunity where we can influence the potential height of an individual,” explains Fendell. “Parents are seeking natural solutions to help their kids grow, and Healthy Height certainly fills this gap.” Unlike other nutritional products, Healthy Height is not a meal replacement, as the protein drink takes a more supplemental role, therefore still leaving room for a focus on developing healthier eating habits. A clinical trial for Healthy Height showed that children who included it in their diet for a one-year period added 13.8 to 34% to their annual growth in height. The randomized, double-blind, placebo-controlled study was published in the prestigious Journal of Pediatrics.  

Some of the countries showing the most significant gains from nutritional knowledge are in Asia. According to NPR, women in South Korea gained an average of eight inches in height in the past century — a bigger jump than any other population, globally. In Japan, the average increase has been 6.31 inches. Yet, Americans on the other hand are shrinking. The data are clear: Nutritional value plays a key role in growth.

Healthy Height can be sold through retail channels or medical channels (via health professionals), offering a true recipe for growth.

Source: Healthy Height

“We look forward to working together with the team at BLN to continue to grow in this market, especially in vodka and ultra-premium tequila,” said Damian McKinney, Global Chief Executive Officer at Stoli Group. “With a long history of outstanding quality, and an emerging ultra-premium spirits portfolio, we are primed for rapid growth. Together with BLN, we will win.”

“Strengthening our presence in Mexico is one of our key focuses for the years ahead, and we look forward to working with BLN to help us do so,” said Seymour Ferreira, Chief Executive Officer at Amber Beverage Group. “As BLN works exclusively with third-party brands, the new partnership is a great match. Their portfolio will be extended with several of our premium tequilas, vodkas and other spirits that have gained high recognition in other markets where we are present.”

“BLN continues to establish itself as the best platform for developing premium brands in Mexico. I’m delighted that brands from these two global beverage players will join our portfolio which BLN successfully distributes in Mexico. All this effort is due to expanding the market segment and reaching an audience of adults and young people who identify with the authenticity, creativity, and passion that is part of Stoli’s and ABG’s DNA,” said Jaime Costa, CEO of Bodegas La Negrita.

Source: Amber Beverage Group

The Wonderful Company, which is dedicated to harvesting health around the world, announced today that the JUSTIN and Landmark Community Grants programs have chosen 19 non-profit organizations and schools in the San Luis Obispo and Sonoma Counties, including the Boys & Girls Clubs of Sonoma-Marin and Paso Robles Unified School District, to receive funding from its COVID-19 and fire relief fund of over $500,000 in grants.

Stewart and Lynda Resnick established a $1 million COVID-19 relief fund in August 2020 to support local programs, services, and resources in California’s Central Valley. In October, the relief fund was expanded by over $500,000 to assist those specifically in the San Luis Obispo and Sonoma Counties who have been affected by COVID-19 and the California wildfires. Non-profit organizations and schools that demonstrate community impact were eligible to apply for funding.

Andy Anzaldo, Chief Operating Officer of Philanthropy at The Wonderful Company, said, “On behalf of The Wonderful Company and Lynda and Stewart Resnick, we are grateful to organizations who have been working tirelessly to assist their communities and front-line workers. The COVID-19 pandemic followed by the devastating California wildfires has put a tremendous amount of stress on these communities and we are honored to help these organizations so they can continue their efforts we desperately need during this time.”

“2020 has been a tough year for all of us. Together we’re weathering a global pandemic, distance learning while schools stay closed, multiple fires and evacuations, and deep racial and political divisions. This is certainly a season of hardship for Sonoma County families,” said Jennifer Weiss, Chief Executive Officer at Boys & Girls Clubs of Sonoma-Marin. “Funding from the Landmark Community Grants program will help us provide a safe place for kids to learn and grow during such a difficult year, and we are incredibly grateful.”

Paso Robles High School science teacher Jon-Paul Ewing plans to use a portion of the grant money provided to the Paso Robles Joint Unified School District to assist with educational services within his department. “The Bearcat Science Department is thrilled to receive extra funds to help make lab activities more accessible to our students. Electronic balances, portable sinks, and micropipettes will assist our teachers as we plan for our return to school following the pandemic.”

Since their launch in 2013 and 2014, the JUSTIN and Landmark Community Grants programs have been supporting local organizations that strive to make their communities a better place to live and work. This year, Wonderful has significantly expanded the scope and funding of these existing programs as a part of a proactive and concerted company-wide fight against COVID-19. Each year, The Wonderful Company invests millions of dollars in far-reaching community development, education, and health and wellness programs across the Central Valley and beyond, with the goal of enriching and enhancing the lives of our employees who live there.

Source: The Wonderful Company

Westward American Single Malt Pinot Noir Cask is a truly elegant whiskey, influenced by Oregon’s premier grape varietal: Pinot Noir. This blend of cask-finished whiskeys is created in partnership with a handful of iconic Willamette Valley producers, including Bergstrom Wines and Suzor Wines, among others. The spirit reflects the vibrance of the winemaking region’s signature grape while allowing the bold, robust notes of the whiskey to shine. Westward’s Pinot Noir Cask begins with original Westward American Single Malt, which is made from scratch using Pacific Northwest two-row barley, brewed with American pale ale yeast for outstanding flavor, double pot distilled for exceptional character, and matured in 2-char, kiln dried 53-gallon new American oak barrels. The whiskey is then finished for up to two years in French Oak wine casks that previously held Pinot Noir. It is bottled at 90 proof (45% ABV) and priced at $89.99.

At Westward, great reverence is given to the resources found naturally in the Northwest.  The abundance of the region gives Westward both the best raw materials and the best craftspeople. Westward is proudly handmade by a collection of world class distillers, each of whom follow their ‘True Northwest,’ a rally cry now featured on the new bottle design, as they draw inspiration from the region’s majestic surroundings and pursue their ambitions as artisans and whiskey makers at the Westward Whiskey Distillery in Portland, Oregon. Westward’s new visual overhaul is a tribute to this sentiment, and the cuts and edges reflected in the bottle mirror the raw beauty and dramatic mountain ranges found in the American Northwest, Likewise, the new, angular label is designed to reflect the mountain peaks of Westward’s origin and capture the craftsmanship that goes into perfecting its whiskeys every day.

“At Westward, there are no shortcuts, and therein lies the beauty. We pursue perfection by raising a world class whiskey through our long, slow, process,” said Thomas Mooney, CEO and Co-Founder, Westward Whiskey. “Today, we celebrate the culmination of a project we have worked on for the last two years. Our new custom bottle and design expresses the uncompromising spirit of the American Northwest, and they represent Westward’s meticulous devotion to our process, culture, climate, and ingredients. We’re thrilled to introduce a new, elevated visual identity that further highlights the beauty of our award-winning whiskeys.”

Westward’s new visual identity and packaging was developed in collaboration with Pearlfisher, an award-winning design agency. The company’s enthusiastic group of creatives worked diligently to capture the essence of Westward and its commitment to quality.

As part of this redesign, Westward has also unveiled a new brand home at WestwardWhiskey.com. In addition to a robust shipping capability throughout Westward’s home state of Oregon, the company’s portfolio of award-winning whiskeys will now be able to ship nationally directly through the company’s site.

The Westward Family of American Single Malts

Westward American Single Malt

Single Malt, reimagined. Born of the unique culture, climate and abundant resources of the Northwest, this elevated American original demonstrates our craftsmanship and creativity. Our distinct, rich, and brazen American Single Malt  is the pinnacle of whiskey. Created from locally malted barley, brewed with ale yeast for exceptional flavor, and matured to perfection in new, lightly charred American Oak barrels right here in Oregon, where our hot, dry summers and cool, wet winters are the ideal environment to raise a world class whiskey.

Bottled at 45% ABV / 90 proof

MRSP: $69.99 for 750ml

Westward American Single Malt Stout Cask

A celebration of Oregon’s legendary brewing culture, this whiskey grew out of our longstanding cask-trading tradition among a select group of beer producers in the Northwest. For as long as we’ve been making whiskey, we’ve traded our freshly-emptied barrels with some of our brewing friends in and around the Northwest, who have in turn “seasoned” them with Stout before returning them again. Our Stout Cask Finish begins with our Westward American Single Malt, and is then aged for one year in Stout casks.

Bottled at 46% ABV / 92 proof

MSRP: $89.99 for 750 ml

Westward American Single Malt Pinot Noir Cask

A tribute to Oregon’s legendary Willamette Valley wine country, this elegant whiskey is influenced by the region’s premier grape varietal: Pinot Noir. This cask-finished whiskey reflects the vibrance of the Valley’s signature grape while allowing the bold, robust notes of our whiskey to shine through. Our Pinot Noir Cask begins with our original Westward American Single Malt, which is then finished for up to two years in French Oak wine casks from a handful of award-winning producers in the region.

Bottled at 45% ABV / 90 proof

MSRP: $89.99 for 750 ml

Source: Westward Whiskey

The exhibition period is from November 16 to November 20. Domestic and foreign high-quality food and food ingredient companies gather here to experience the online booth, live video, new product releases, and new exhibition models such as event forums.

This exhibition includes 2 themed trade halls, 3 regional halls, nearly 400 global exhibitors, and more than 1,000 categories of products brought accurate matching. More than 50 overseas media continued to report the entire exhibition such as DrinkPreneur, CFEA, food-Drink & Innovations and Good Italy.

Simultaneous live broadcast on overseas social platforms such as Facebook and LinkedIn.

Some of International Exhibitors: 

ProPlan Industrial Co. Ltd.（Thailand）- We at ProPlan Industrial has been in the business from 2007. All our products are shelf-stable and are at their best for at least 18 months. Our range of Curry pastes and Asian cooking sauces are able to transport dishes to flavors straight out of the vibrant and aromatic streets of Thailand, Asia, and the world. Our Ready-to-eat vegetarian line promotes good health especially this season, and our Ready-to-cook noodles and sauce are both practical and authentically flavorful.

The Nam Viet Foods & Beverage Company LTD（Vietnam）– is 100% Vietnamese owned with 25 years of experience in the beverage field for local markets and the processing of goods for exporting companies in Vietnam. In the second quarter of 2016 the owner of Nam Viet F&B decided to expand to markets worldwide and rapidly conquer the trust of our clients from the first order through quality control, fast delivery and most importantly our main goal to service client accounts after sale and client satisfaction.

Frikos d.o.o.（Serbia）–  is a grower, processor and exporter of both organic and conventional IQF fruits. We pack for retail as well as in bulk. Our GFSI standards include: BRC “A” grade, IFS Higher level, SMETA (2-Pillars), FSMA compliant (USA market), KOSHER certified, ECOCERT organic certification according to EC 834/2007, NOP Final rule # 7 (USA) and Bio Suisse (Switzerland). Member of SEDEX.

Some Chinese Exhibitors

COFCO, greensnow, Xianyangyang, Tianjiao, Jiahua, Xiangchi, Lihua, Aipu, Futaste, Bright moon, Meihua, Fufeng, Xingzhou, Super, Tongyuan, Jinhe, Wuhan Youji, Kolod , Waking Lion, Ante, Black Tea , Xie Yuda, Biosan Biotech, Xinjiang Fruits, Baixing Food, Yingbiao Mushroom, Jia Rong He Food, Zhejiang Kingsure, Hunan Tea…

For more information visit 21 Food website with your computer or mobile device.

As the nation faces another lockdown, Parliament has the opportunity to support home-grown alcohol-free drinks producers by ensuring that their products are available to buy across the estate. The letter has been supported by Heineken, Sea Arch, Square Root and Lucky Saint among many other brands.

Given that the Department of Health has also committed to help deliver a significant increase in the availability of alcohol-free products by 2025, it seems only right that Parliament should have more than three adult non-alcoholic options available.

As always, the Club Soda Guide lists over a thousand low and no alcohol products for anyone to explore whether you are a consumer, venue manager or MP.

Laura Willoughby MBE, Club Soda co-founder said: “Parliament has less choice for those not drinking than most pubs in Britain – it is just a poor show! Now is as good a time as any to address that and highlight the amazing innovation happening within the UKs drinks industry which is something we should be very proud of.”

Sarah Yates, Sea Arch co-founder said: “Non-alcoholic drinks give much-needed diversity and inclusivity to our drinking culture. They also encourage us all to make healthy choices at a time when our physical and mental well-being is absolutely paramount”

Rob Fink, founder & CEO of Big Drop Brewing Co, commented: “You don’t need to look far to see that Britain leads the world in producing the best alcohol-free drinks. Parliament and its bars should be a showcase for that so we welcome the chance to be a part of it, whilst helping to keep MPs on their A-game.”

Source: Club Soda

“This extraordinary brand is highly-regarded all around the world and we are thrilled to be launching it in Canada,” said Evija Sparāne, KAH Tequila Global Brand Director. “We believe that the energy, knowledge and passion for premium beverages that the Mark Anthony Group puts behind their work will be the key to unlocking our growth in this major market.”

“We continue to see accelerated growth in the tequila category and are excited that KAH is launching in the Canadian market. At Mark Anthony we are proven brand builders; dynamic, distinctive and innovative in our approach to launching and building brands. We are pleased to partner with KAH and introduce this great brand to Canadian consumers,” said Scott Walton, President, Mark Anthony Wine & Spirits.

KAH is an exceptional tequila, presented in unique bottles. Created to honour Mexican people and their traditions, the bottles have an extraordinary beauty that is matched only by the outstanding tequila it contains. The product range features three expressions with each being made from hand-selected 100% Blue Agave and presented in a uniquely decorated bottle: Blanco, Reposado and Añejo.

KAH Tequila has received multiple international awards for its taste and quality. KAH, which translates to “life” in the ancient Mayan language, is produced by Fabrica de Tequilas Finos in Tequila, Jalisco, Mexico which is owned by Amber Beverage Group, an international producer and distributor of alcoholic beverages.

Established in 1972, the Mark Anthony Group is one of North America’s most diversified and successful private beverage companies focused on the alcohol beverage sector. Mark Anthony Wine & Spirits is the company’s premier fine wine and spirits distributor in Canada, with a proven track record of building brands for carefully selected partners from around the world.

Amber Beverage Group is a holding company that has grown from its original core production business established in 1900, to become the global spirits company that unites over 2,000 employees in almost 20 companies across four continents. Amber Beverage Group operates internationally from its head office in Luxembourg and through its production and distribution companies in Russia, Mexico, UK, Australia, Austria, and the Baltics. It is a leading producer, distributor, logistic provider and retailer of alcoholic beverages.

Source: Amber Beverage Group

Brand Finance’s analysis of 55,000 publicly listed, branded companies worldwide found that although their total enterprise value dropped from US$116.6 to US$94.8 trillion between January and April, it bounced back to $121.0 trillion in September, demonstrating how brands matter to business.

While the global economy as a whole is forecast to contract by -4.4% this year (IMF), branded companies that convey trust to consumers, like Apple, Amazon, Microsoft, Tesla and Visa, have already bounced back from the decline caused by the COVID-19 crisis to record growth of 3.8%.

Brands are among the most valuable assets in a company, accounting for around 20% of total business value on average, according to Brand Finance.

Commenting, Dagmara Szulce, Managing Director of IAA, said: “This report shows us that the importance of brands increases during times of crisis, and that is why we are launching our global multi-channel campaign, Why Brands Matter. Brands communicate the origin, quality and authenticity of a product, but they also convey trust, identity, pride, passion, creativity, innovation and optimism. Strong brands restore consumer confidence, and brand competition can rebuild economic strength. We call on governments and brand owners around the world to work together to create an environment that gives consumers the confidence to invest in brands that matter to them; to foster an environment where brands are protected, nurtured and allowed to fulfil their full potential.”

The report shows how and why brands are a powerful tool for economic revival, allowing consumers to quickly identify the companies and products they like or differentiate between them. Brands are there to protect consumers from the risks that are posed from unregulated, illegal and counterfeit products, giving consumers peace of mind in their purchasing decisions.

David Haigh, CEO of Brand Finance, said: “In times of crisis, brands – especially those most valuable and strongest in their categories and markets – become a safe-haven for capital. Like gold or fine art during past economic downturns, nowadays well-managed, innovative, and reputable brands are what the global economy turns to in the hour of need. There can be no better evidence for why brands matter than the role they have already played and will continue to play in the post-COVID recovery.”

Source: IAA

Peffer brings a wealth of experience and an extensive track record of success from his 20-year tenure with Red Bull. He has deep expertise in all commercial-related functions including Key Accounts, Distribution/Route to Market, Category Management, Shopper Insights, Trade Marketing and more. During his time with Red Bull, Peffer helped build the North America region of the beverage company from a $5 million brand to $3 billion.  As part of the Executive Leadership Team while at the energy drink giant, Peffer spearheaded many key strategies and initiatives which changed the non-alcoholic beverage landscape as we know it today.

“It’s an honor to welcome Chad to the CLEAN Cause family,” said Hurt, “I have no doubt his industry expertise and experience will help elevate the CLEAN brand to the highest level.  While his professional accomplishments are more than impressive, it’s crucial that he is also a leader with a heart for the Cause.  He understands the need and the power of our mission, and frankly, that’s more important to me than all of the business experience in the world.”

In the past year, CLEAN Cause has experienced immense growth with its current portfolio of 8 Sparkling Yerba Mate skus. In Peffer’s new role he will lead all strategic and day-to-day operations to help drive the company’s continued success. Peffer was initially drawn to CLEAN Cause due to its business model, commitment to the Cause, and its functional line of beverages.

“I can’t wait! CLEAN has one of the strongest brand propositions and commitment that I have ever seen,” said Peffer. “What if other CPG brands, or any manufacturing company for that matter, donated 50% of their profits to any cause? The world would be a better place.  As a consumer, it’s a simple proposition – a great, functional product with an unmatched business model.  I’ll be the first to admit that I’m a capitalist… but a capitalist with a Cause.”

Source: CLEAN Cause