The Donald, The Drink: The update

Late last year I wrote about the impending debut of Trump Super Premium Vodka. The question at the time was whether it would be just another novelty label or whether it actually would sell.

Well, the initial reports say the latter is the case. Drinks Americas Holdings, which is handling the marketing and distribution of teetotaler Donald Trump's distillation say 40,000 cases have been ordered in the first 30 days of presenting to wholesalers. That's an opening tally of about $5 million in advance orders, and that's only from a limited number of states. The company expects to begin shipping by May 1.

Why the strong showing? J. Patrick Kenny, CEO of Drinks Americas, told Drinks Business Review, "In our view the Trump name is one of the most recognizable and valuable global trademarks in existence today, synonymous with the very best in class."

The super premium vodka category is the fastest growing segment of the largest distilled spirits category, according to the Distilled Spirits Council of the U.S. (DISCUS). While super premiums account for only 23% of sales by volume, almost 44% of the revenue - exceeding $1.3 billion per year - comes from the segment.

Drinks America develops, owns, markets, and nationally distributes alcoholic and non-alcoholic premium beverages often associated with celebrities. Among them: Willie Nelson's Old Whiskey River Bourbon and Bourbon Cream; Roy Yamaguchi's Y Sake, and golfer Greg Norman's Norman's Wines from Australia.

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