SPVAQ42021 - 46

W
hen it comes to spirits,
many customers think
traditionally in terms of a fifth
or a pint, but these delightful
products come in a variety of
sizes. While the standard 750 ml
bottle is the most popular, smaller
sizes are quite common.
" And smaller sizes make great
gifts during the holidays, " says Maria
Jeter, marketing product manager
for Virginia ABC.
These smaller sizes include 375
TOP SELLERS IN
SMALLER PACKAGES
What products are the most
popular in these smaller sizes?
Maria Jeter, marketing product
manager for Virginia ABC, shares
the ABC sales top fives over a
recent 12-month period:
Best-selling 375 ml bottles:
Hennessy VS Flask
Fireball Cinnamon Whisky
Tito's Handmade Vodka
Hennessy VS Round
Aristocrat Vodka.
Best-selling 200 ml bottles:
Hennessy VS
Jose Cuervo Authentic Lime
Margarita Barton Gin
Aristocrat Vodka
Chi-Chi's PiƱa Colada.
Best-sellling 50 ml bottles:
Fireball Cinnamon Whisky
Absolute Lime
New Amsterdam Vodka
Southern Comfort
E & J VS Brandy
46 SPIRITED VIRGINIA
ml, 355 ml, 200 ml, 100, ml, 50 ml
and 8 oz. bottles. Larger bottles,
such as 1 L and 1.75 L sizes, typically
offer more value for the money
and of course last a bit longer, but
smaller sizes are more convenient
to carry, easier to store and can be
purchased at a lower (per bottle)
cost.
The star of the smaller size show
is the mini, also know as the airline
bottle. Packaged in a ready-made
single serving size, the 50 ml bottle
is just a bit more than the standard
shot of liquor (1.69 oz. rather than
1.5 oz.)
Virginia ABC has recently expanded
its inventory of smaller sized
bottles in an effort to introduce
customers to premium spirits.
" Smaller bottles are more popular
than ever, " says Jeter. " They
make wonderful gifts and some of
them are even collectibles. Smaller
bottles are also the perfect way to
sample an unfamiliar spirits without
spending a lot of money. "
Regardless of the spirit category
(gin, rum, whiskey, tequila or vodka)
or price point (premium or value),
you're likely to find a smaller size
to suit your needs and tastes.
Consumers have become more
interested in smaller sizes in the
past few years. Industry experts cite
unemployment, underemployment,
the rise in prices for consumers
goods and even the COVID-19
pandemic as possible reasons for
this trend.
According to Joseph V. Micallef
of Forbes, bar and restaurant
closures have led consumers to
buy more liquor at spirits stores
for home use. Moreover, there are
more premium and ultra-premium
spirits on the market these days,
and people don't always want
to splash out for an $80 750ml
bottle. As a result, the smaller,
less-expensive bottles seem like a
better choice.
" Customers are more likely to
try a new premium product in a
smaller size, " says Jeter, " due to it
being less of an investment than
purchasing the larger size. "
This makes a lot of sense, and
minis are a big part of the trend.
Jeter points out that the topselling
mini in Virginia is Fireball
Cinnamon Whiskey, which is
twice as popular as the runnerup,
Absolut Lime. This data is
consistent with regional and
national trends, since flavored
spirits and liqueurs are among the
fastest-growing alcohol categories
nationwide.
Rob Wilson addresses this issue
in Executive Insights, noting that
the spirits business in America is a
$44 billion market that continues
to expand each year. He expects
the figure to reach $58 billion by
the end of 2022, with an annual
growth rate of 6%. Among the Top
10 trends in the industry, Wilson
cites the increasing presence and
popularity of smaller bottles.
He sees this as part of a larger
shift in which consumers want
" greater variety and portability. "
In the spirits market, smaller
items have enjoyed greater sales
growth than other product sizes,
especially the 50 ml (18%) and 100
ml (11%) items.
Although you can find smallersized
bottles across all spirits
categories, it's the larger, more

SPVAQ42021

Table of Contents for the Digital Edition of SPVAQ42021

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SPVAQ42021 - Cover3
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https://www.nxtbook.com/leisuremedia360/leisure/spirited-virginia-q1-2022
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https://www.nxtbook.com/nxtbooks/leisure/SPVAQ42019
https://www.nxtbook.com/nxtbooks/leisure/VTCRecipeBook
https://www.nxtbook.com/nxtbooks/leisure/2019Q3SpiritedVA
https://www.nxtbook.com/nxtbooks/leisure/2019Q2SpiritedVA
https://www.nxtbook.com/nxtbooks/leisure/2019Q1SpiritedVA
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https://www.nxtbook.com/nxtbooks/leisure/Spirited_Virginia_Q4_2017
https://www.nxtbookmedia.com