Deep Eddy Vodka hits one million case sales

22nd March, 2017 by Amy Hopkins

Heaven Hill Brands-owned Deep Eddy Vodka has exceeded one million annual case sales for the first time, and continues to target aggressive growth this year.

Deep Eddy Vodka is targeting +40% sales growth in its 2017 fiscal year

In 2016, the brand grew its nine-litre case sales by 30%, from 705,000 in the 2015 calendar year to just over one million.

According to figures obtained by The Spirits Business, Deep Eddy’s sales have increased 1,566% over the last four years – from 60,000 cases in 2012.

The Texas-based brand was acquired by Heaven Hill Brands – the largest family-owned and operated spirits business in the US – for an undisclosed sum in 2015.

Heaven Hill is aiming to make Deep Eddy the best-selling super-premium domestic vodka in the US.

Speaking to The Spirits Business earlier this year, Max L Shapira, president of Heaven Hill Brands, described Deep Eddy as the “perfect acquisition” for his firm. “It’s been a terrific success and continues to grow at an unbelievably remarkable rate and we are highly excited about it,” he said.

The brand – which operates as a bolt-on business within Heaven Hill, complete with its own management, sales and accounting teams – is targeting rapid annual growth of 40% this year, with Shapira estimating sales of 1.3m-1.4m by the end of Heaven Hill’s 2016/17 financial year.

When asked whether Deep Eddy can become one of the world’s largest vodka brands, Shapira said: “We certainly would hope that, but at this point we have been concentrating almost all of our efforts here in the US. We would certainly like a more international focus in the future.”

Last year, Heaven Hill confirmed plans to build a second distillery for Deep Eddy, which will allow the brand to expand production to five million cases a year.

For a more in-depth look at the performance of the million case-selling spirits brands, see The Brand Champions supplement in the June issue of The Spirits Business magazine – out soon.

Leave a Reply

Subscribe to our newsletter

Subscribe today to get each issue of The Spirits Business as soon as it's published, plus all the latest breaking news and access to our library of back issues.

Subscribe Today!

Subscribe to our daily newsletter

Stay up-to-date with the latest news about the international spirits industry every weekday lunchtime (GMT)