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William Grant Sees Strong Momentum For 3-Million-Case U.S. Portfolio

April 26, 2022

Last week, William Grant & Sons launched its new ready-to-serve cocktail line, Batch & Bottle, nationally. The launch drops the company into one of the hottest categories in the U.S. and comes amid a period of growth for William Grant & Sons, with brands like Hendrick’s, Milagro, and Glenfiddich posting strong gains in the super-premium and above tiers. William Grant & Sons USA saw its total portfolio grow by 6.5% to over 3.2 million cases last year, according to Impact Databank.

“Capitalizing on the trends over the last couple of years, we’ve had very strong business growth,” Paul Basford, U.S. president and managing director at William Grant & Sons, told SND. “There are very nice trends from 2021 carrying into 2022. I think it’s a very encouraging Q1 start to the business.” He pointed to Hendrick’s and Tullamore Dew as two brands performing especially well for WG&S so far this year.

Tullamore, he said, benefited from the return of the on-premise for this year’s St. Patrick’s Day, with the brand up 10% over the same time in 2021 and 20% over the last pre-Covid St. Patrick’s Day in 2019. For Hendrick’s, Basford sees growing success for the gin’s yearly limited edition offerings, branded as the Cabinet of Curiosities, including the recently launched Neptunia. “That’s also started really successfully and adds to the credibility of the main Hendrick’s brand as well,” he said.

Glenfiddich and the Balvenie are also performing well, with the ending of the U.S. tariffs on single malts providing a huge boon for the upscale category. “Demand for Glenfiddich and Balvenie is very strong across all age variants,” Basford said. “And I think the exciting piece is we are seeing age statements moving up the ladder as people step up from the lower ages into the higher ages.”

While William Grant & Sons is best known for Hendrick’s and its Scotch brands, its Tequila label Milagro has also been a significant growth driver, now ranking as the company’s third-largest brand in the U.S. by volume at a half-million cases. Basford points to the branding and bottle design as ways that Milagro stands out in the increasingly crowded Tequila market. Elsewhere in the Grant range, Flor de Caña rum was up 8% in the U.S. last year, while Reyka vodka, Monkey Shoulder Scotch, Fistful of Bourbon, and Hudson American whiskey were all up by double-digits.—Shane English

William Grant & Sons—Leading Brands in the U.S.
(thousands of 9-liter case depletions)
Brand Type 2020 2021 Percent
Sailor Jerry Rum 681 608 -10.7%
Hendrick’s Gin 441 531 20.4%
Milagro Tequila 349 498 42.8%
Tullamore Dew Irish Whiskey 304 327 7.6%
Clan MacGregor Scotch Whisky 338 291 -14.0%
Glenfiddich Single Malt Scotch 185 203 9.6%
Reyka Vodka 168 185 10.0%
Flor de Caña Rum 167 181 7.9%
Monkey Shoulder Scotch Whisky 104 115 10.5%
Balvenie Single Malt Scotch 111 100 -9.9%
Grant’s Scotch Whisky 94 86 -8.6%
Fistful of Bourbon Bourbon 10 18 76.7%
Hudson American Whiskey 13 17 33.3%
Total Leading Brands2 2,965 3,159 6.5%
Other Brands 98 103 5.3%
Total William Grant & Sons USA 3,063 3,262 6.5%
1 based on unrounded data
2 addition of columns may not agree due to roundingSource: IMPACT DATABANK © 2022

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Tagged : Glenfiddich, Hendrick’s, Milagro, Tullamore DEW, William Grant & Sons


William Grant Sees Strong Momentum For 3-Million-Case U.S. Portfolio

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