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8th June 2012 |
Diageo
targets the flavoured whisky and
craft distilling trends in the US with
the acquisition of Cabin Fever Maple
Whisky.
 Diageo, the world's leading premium
beer, wine and spirits company,
announced today that it has acquired
Cabin Fever Maple Flavoured Whisky. The
acquisition will provide Diageo with a
new brand that delivers on two emerging
growth trends within the US spirits
market: flavoured whisky and craft
distilling. Flavours continue to be a
growing category within whisky, with
double digit growth of over 40% (Volume
sales IRI past 52 weeks, May 13, 2012).
Also fuelling growth are artisanal
spirits which are expanding across the
country.
Cabin Fever Maple Flavoured Whisky was
originally launched as a family
business, run by the Robillard Family.
Through their efforts, the brand has a
loyal following of consumers and
bartenders primarily in the North East.
The family will continue to be heavily
involved in the brand and national roll
out, continuing to build on the momentum
they've built in the community.
The brand will be the newest addition to
Diageo's Catalyst Division, which
focuses exclusively on high potential
brands. "The Robillard family has
created a unique American whisky and we
look forward to continuing the growth of
this unique brand," said Steve Rust,
President Diageo Catalyst Division.
"Cabin Fever delivers on the consumer
demand for flavoured, artisanal brands
that are driving whisky growth in the
US. We are confident in the brand and
our continued relationship with the
Robillard family."
Made with real maple syrup, Cabin Fever
Maple Flavoured Whisky is an 80 proof
whisky currently available in certain
markets at a suggested average retail
price is US$19.99 for a 750ml bottle.
Diageo will initiate the national roll
out of Cabin Fever Maple Flavoured Whisky
in autumn 2012.
"Building Cabin Fever has been a labor
of love for our family," said Rob
Robillard, Founder of the brand. "We
have had enormous support from the
community and look forward to working
with Diageo to bring our unique brand to
the rest of the country. In addition to
the impressive Diageo marketing
organization that Cabin Fever will be
joining, it's great to be associated
with a company that is clearly committed
to responsible drinking."
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