Geoffrey Gwin
Analyst · Lourde Capital
Right. So, let's talk about spirits in 2 segments. Let's talk about Azuñia, which is really our portfolio of our tequila business outside of Oregon. And then, we can talk about the Oregon products. Now we've, over the last number of years, tried to move Oregon products into California and to other markets. Portland Potato Vodkas is not going to sell outside of Portland. We've realized that, right? I mean, we've seen what it takes to get it into different markets, and it doesn't move without a lot of price help. So, we'll talk about the two different markets. Starting with Portland. We have reset largely across the entire set of SKUs our price points for Burnside, Portland Potato Vodka. We've made a number of adjustments in the market. And in the first quarter, we didn't do any surprise work. In other words, we didn't -- we were at the promotional calendar. And in the past, the Company has been promoting, promoting, promoting constantly and not pursuing a strategy where we're on price and then off price and helping a distributor really drive opportunity and sales at retail. So, this is a year where we, last year, tested -- TPRs, tested pricing, some different strategies. And this year, we have a calendar we think that's going to work well for us. And based on what we're seeing in the second quarter, we're optimistic. I think we're halfway through that -- through May. And I'm encouraged our promotional activity started at the beginning of May. And so, we'll see how we end in the quarter. But right now, I would tell you that I'm encouraged, I think we're going to have good results for the second quarter in Oregon spirits. Now Azuñia a different situation. Azuñia is a place where agave spirits, particularly importing gave, we had to really move price points up across the portfolio. I mean, if you just walk down the aisle and you pick out a bottle of tequila, you're going to see the price points there are meaningfully higher than some of the other spirits category, right? And that's a function of really what's happening south of the border in Mexico. Now, we still produce a traditional tequila that isn't put through a diffuser, not cooked with hydrochloric acid, it's an outstanding product. So, we have taken upon ourselves to take the price points up, and at the same time, walk away from distribution. We talked about this all last year, Matt. I know you suffered through it with everybody. We're not going to sell it alongside the crappy other mass markets tequilas. And so, we lost volume there last year. And so, that's what you're seeing year-over-year in the comparisons. But, we're working on Azuñia and we think we're going to have a solution for it where we really start to see some reinvestment there, and we see some improvement. We've won some distribution. Just a couple of weeks ago, I was down in Texas and we're selling Black and other high-end products in University of Texas Stadium. We're selling in Baylor Stadium and some other places. So I'm encouraged, Matt, I think that you're going to start to see some improvements. But I think you need to look into the individual SKUs and talk about the story by market and then you're going to see the traction picking up. And if we get a couple of big things converted here, than it's a whole another story. So, let's stay tuned and see what we can get accomplished in the second quarter. But I'm encouraged, particularly in the Oregon.