Last week, it was announced that Black Velvet Canadian Whisky launched its second flavor, Black Velvet Apple. A perfect blend of Black Velvet Canadian Whisky and natural apple flavors, this new product is ripe for success in a growing category. The product launch has already been met with much enthusiasm, seeing a number of successes right out of the gate including:

• nearly 2,900 cases depleted in Iowa in the first few weeks
• placements in 122 Safeway locations in Washington, Black Velvet’s largest account in the state.
• a number of launch markets already gearing up for reorders.
• Hy-Vee in Iowa featured Black Velvet Apple in its Superbowl ad, sparking even more excitement for the new product among consumers.

Due to the initial excitement around the launch, Heaven Hill is already planning for a national launch in September.

But the success is not just demonstrated through these in-market wins. Building on the success of the existing Toasted Caramel line extension, the Apple launch — which has faced its own set of unique development challenges — is a result of the combined efforts and successful collaboration of our newly integrated Lethbridge team, our existing Operations team in Bardstown and Marketing Brand Team in Louisville.

Flavors in the Canadian Whisky Category

“Within the Canadian Whisky space, flavors are strong,” said  Brand Manager Molly Vincent. “It’s  a growing segment within Canadian Whisky, also bringing new, younger consumers to the category. It was an important step for the brand to add another flavor.”

This launch allowed Heaven Hill to add another variety without a premium price tag to the growing segment and gain another facing on the shelf to help build that brand recognition — also helping Black Velvet look like the #2 Canadian Whisky that it is, Molly added.

The brand team approached flavor development as a sort of pipeline, focusing on Apple as the first flavor launch due to its popularity among consumers. “We see this strength in the flavored segment play out with our own Toasted Caramel, with our case sales up nearly 17% over the past 12 months,” said Molly. “But with the success of the Apple flavor across brown goods and within the Canadian Whisky category – now surpassing Honey in 9L case volume – we saw this flavor as the lowest-hanging fruit and expect the flavor to contribute to continued growth of the brand franchise.”

Merchandising and Promotion

The Black Velvet Apple launch will be supported with a robust Point of Sale (POS) offering including a , floor bin, pole topper and standard paper POS items such as case cards, case tuckers, shelf talkers and more.

These POS items will allow the sales team to merchandise the new product in the market, gaining consumer interest and pushing them to purchase. Additionally, to build recognition around the new product, the brand team has placed trade media buys in Beverage Media Group Magazine, BIN Magazine, website banners on sevenfifty.com targeting launch markets, Proof Magazine in Minnesota, 42 Magazine in Ohio, Taste Magazine in Pennsylvania, and Food & Beverage Magazine in Iowa.

Nurturing the Black Velvet Franchise

Heaven Hill Brands acquired the Black Velvet Distilling Company in November late 2019, quickly moving forward on infrastructure developments to build upon the success and experience of the Black Velvet team in Lethbridge, Canada. The Black Velvet family of brands falls into Heaven Hill’s Foundational Brand group,  critical in the execution of our corporate strategy and delivering on a range of strategic themes including scale, diversification and premiumization.   ​

“Falling into our foundational brand grouping, Black Velvet will not just be a maintenance brand for Heaven Hill,” said Molly. “It is a brand we want to nurture in order to continue to reach its full potential, which is why we have established a five-year vision — which focuses on further developing the core, as well as strategic innovation and flavor development.”

The Black Velvet franchise certainly delivers on scale, and innovation, particularly within flavored Canadian Whisky, and is an area where we believe we have the greatest opportunity for brand growth, Molly said.

Black Velvet Apple will be available in limited markets February 2021 and line priced with Black Velvet Original. Initially launching in Arizona, California, Colorado, Florida, Idaho, Iowa, Michigan, Minnesota, Montana, New York, North Carolina, Ohio, Oregon, Pennsylvania, Texas, Washington, and West Virginia, Apple joins Black Velvet Toasted Caramel to further expand the flavor offerings in line with the brand team’s five-year vision.

“Black Velvet Apple is an approachable flavor that marries the quality of Black Velvet Whisky with the hottest flavor in brown spirits today for an extraordinary taste,” said Group Product Director Hannah Venhoff. “With renewed attention and investment in Black Velvet, we are invigorating the brand with thoughtful innovation that honors the Black Velvet legacy and brings new consumers to this iconic brand.”

Bottled at 70 proof, Black Velvet Apple will be produced in 1.75L, 750ml, and 50ml.

Enjoy Black Velvet Apple served neat, over ice, with your favorite mixer, or in one of the following refreshing cocktails:

Canadian Mounty Mule

• 2 oz. Black Velvet Apple
• ½ oz. Lime Juice
• 3 oz. Ginger Ale
  Build all ingredients in a mule mug or Collins glass over ice, stir, and garnish with lime

Oldman Old Fashioned

• ¾ oz. Black Velvet Apple
• 1 ½ oz. Black Velvet Whisky
• 3 dashes of Angostura Bitters
• 2 dashes of Orange Bitters
  Combine all ingredients in a mixing glass with ice and stir well until chilled. Serve over ice and garnish with orange peel.