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Deep Eddy continues rapid growth

Heaven Hill acquisition Deep Eddy Vodka continued its upward sales trajectory in 2015 with volume sales advancing 55%.

Deep Eddy Vodka continues to grow, will volume sales for 2015 exceeding 700,000 cases
Deep Eddy Vodka continues to grow, will volume sales for 2015 exceeding 700,000 cases

The “handcrafted” brand has experienced rapid growth since its 2011 launch. According to company figures, the brand’s nine litre case sales surpassed 705,000 nine-litre cases last year up from 455,000 in 2014.

In comparison the global vodka market saw volume declines of 1.8% in 2014-15, according to Euromonitor data. The North American market managed modest 1.5% gains.

Eric Dopkins, former Deep Eddy CEO, had set 700,000 case sales as a 2015 target, and said the brand should pass the one million mark in 2016.

Heaven Hill acquired the Deep Eddy brand for an undisclosed sum from the brand founders in August 2015. Six months later, John Scarborough was appointed its new president.

Heaven Hill disclosed the Deep Eddy Vodka sales data in advance of the 2016 Brand Champions. See the June issue of The Spirits Business for the full report.

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