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Prepared for Taylor H. | Delivered January 30, 2021
Company Analysis - Cutwater Spirits
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Goals
An analysis of Cutwater Spirits, specifically its history, products, distribution process, customer reviews, and marketing strategies.
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Early Findings
History
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Spirits was
established in 2006
as Ballast Point Spirits. The company
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as
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Spirits in 2016 after its beer subsidiary was acquired by Constellation Brands for $1 billion.
It was at the forefront of the
"ready-to-drink
canned cocktail category in 2015 when it began mixing high-quality spirits and other ingredients then packaging them into cans."
In 2017, the company opened its
restaurant
and bar to offer consumers the opportunity to explore its unique cocktails.
The company distributes to at
least 34 states
in the US and is headquartered in San Diego, California.
In February 2019, it was acquired by Anheuser-Busch. During the 52-week period ending January 2019,
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Spirit's retail sales reported
grew by over 200%
.
Products
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Spirits' portfolio includes eight "
mixers, 14 spirits-based ready-to-drink
(RTD) canned cocktails and 16 spirits spanning whiskey, vodka, gin and rum."
Its spirits include:
Devil’s Share Whiskey
Cutwater Whiskey
Cutwater Tequila
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Vodka
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Gin
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Rum
Bali Hai Tiki Rum
O
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Herbal Liqueur
Competitive Advantage
By creating an ideal balance between "
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" and casual luxury, while also using the best ingredients,
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Spirits has managed to set itself apart from competitors.
SUMMARY
Our initial research was spent outlining
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's history, some of its products, and its competitive advantage.
This
spreadsheet
has been created for
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's products.
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