Volume 220 | January 20, 2021
Q4 Product Approvals Hint at Trends to Come in 2021

The final quarter of 2020 saw a few noteworthy trends in label approvals from the TTB, according to research firm bw166. Below are a few key category trends as indicated by product approvals.

  • Lemonade-flavoring is ticking up in popularity and two notable additions to the category were Smirnoff and Labatt Blue.

  • Big players like Constellation, Gallo, and Francis Ford Coppola continue to bet on alternative packaging sizes including boxes and cans.

  • Botanicals and infusions were also a noticeable trend as Belvedere and Beefeater had several offerings approved.

  • Low-calorie options are also on the rise with TTB approving several 90-calorie offerings for Chateau Ste. Michelle and two 70-calorie options for Constellation's Kim Crawford brand. 

Looking at 2020 as a whole, TTB approvals were down by 15,600 for the year, representing an 8.7% decrease from the previous year. Wine led the way with a 13.6% drop in approvals, while beer dropped 3.3%. However, approvals for spirits actually grew 15.1% for the year.

Further reading: bw166
Back Bar Spirits' Dhruv Luthra
The Basics of a Term Sheet

Dhruv Luthra is the founder of Back Bar Spirits. Based in London, the company focuses on advisory and growth finance for premium consumer goods. In this video from Bar Convent Berlin 2019, Dhruv focuses on the basics of a term sheet, such as valuation, governance, capital structure, as well as the fine print. (6 minutes)

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