Conventional wisdom holds that, as a brand grows larger, its upward momentum slows. Put simply, it’s easier to achieve significant growth from a smaller base than a bigger one. Additionally, brands almost inevitably lose some of their luster and dynamism as they become established among consumers, who are always looking for something new.
Impact’s “Blue Chip Brands” report, however, provides some notable exceptions. This year, 58 brands from across the spirits, wine and beer categories earned Blue Chip recognition by meeting Impact Databank’s extremely demanding criteria, both in terms of growth and profitability. All honorees have recorded an average annual compound growth rate (AACGR) of at least 0.5 percent from 2004 to 2014, while also increasing in at least eight of those 10 years, and all had gross margins of…
