By James Atkinson
Canadian Club was the fastest growing liquor trademark in Australia last year, helping drive a solid overall performance for Beam Global in this market, the company said.
In a challenging year for the Australian liquor industry, Beam Global outperformed its rivals led primarily by the continued growth of core trademark Jim Beam White, according to regional communications manager, Mark Pallot.
"This was supplemented by our strong growth at the premium end of the portfolio (Jim Beam Black, Jim Beam Black RTD & Makers Mark) and the stellar performance from Canadian Club as the fastest growing liquor trademark in Australia," Pallot said (source: Aztec).
He said sales of Canadian Club RTDs were up 43 per cent in 2011, while full-strength was up 11 per cent.
Canadian Club senior brand manager Trent Chapman said the brand will be continuing with its 'Over beer?' campaign this year, "with a new spin that is sure to be noticed".
Pallot said the new brand campaigns for Canadian Club and Jim Beam will be supported by significant above-the-line and through-the-line spend.
"This truly will be a groundbreaking year for both brands as we continue to foster their current strength," he said.
Meanwhile, Beam last week announced that Arthur Aroney will join the organisation as managing director of emerging markets for its Asia Pacific/South America (APSA) region.
Aroney, who most recently worked at office supplies company Corporate Express Australia, will be based in Sydney – Beam's regional headquarters for APSA.
He will be responsible for driving increased brand and market growth in Beam's two largest emerging markets; Brazil and India, as well as in Japan and Korea.
Look out for a full interview with Beam regional communications manager Mark Pallot in the February issue of National Liquor News.