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  • Impact’s “Blue Chip” Brands Honor The Industry’s All-Stars

    Paso Robles

    October 302023

    Each year, Impact salutes the wine, spirits, and beer brands at the forefront of the U.S. drinks market with its Blue Chip Brands” honor roll. Amid fluctuating economic conditions, shifting consumer tastes, and unforeseen geopolitical challenges, these standout brands have done no less than set the pace in the drinks business over the long term.

    To meet Impact’s Blue Chip criteria, brands must show at least 10 consecutive years of volume growth, or average annual compound growth of at least 0.5% from 2012 through 2022 with positive growth in at least eight of those 10 years. In addition, the brands must have maintained gross margins of at least $25 million last year.

    The Blue Chip spirits roster totals 36 brands this year and covers a wide range of different categories, price tiers, origins, and styles. Whiskies lead the way with 15 Blue Chip brands, and American whiskies dominate, accounting for 10 members of the whisk(e)y contingent. Tequilas likewise made a strong showing with nine winners. Spirits Blue Chips above 2 million cases include Tito’s, Crown Royal, Fireball, Jack Daniel’s, Jim Beam, New Amsterdam, Jose Cuervo, Jameson, Hennessy, Evan Williams, Patrón, Malibu, Maker’s Mark, Don Julio, 1800, and Platinum 7X.

    In wine, 24 brands met Blue Chip criteria this year, with the winning franchises split nearly evenly among domestic and imported labels. California continues to reign supreme with 12 table wine brands earning honors along with one sparkler, while Italy has fielded five winners, and France and New Zealand each account for three awardees. Wine Blue Chips above 1 million cases include Bota Box, Black Box, Josh Cellars, Stella Rosa, La Marca, Kim Crawford, Meiomi, La Crema, J. Lohr Estates, Decoy by Duckhorn, Oyster Bay, and Diamond Collection.”

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