Pinnacle

Pinnacle is a vodka brand launched in 2002 by White Rock Distilleries, a company based in Lewiston, Maine. Although the brand was created and initially developed in the United States, its vodka is distilled in France from French wheat. The spirit is exported to the United States, where it has historically been flavored and bottled for the American market. Pinnacle became particularly associated with accessible flavored vodka and a broad portfolio of sweet, dessert-inspired, fruit, citrus, tropical and novelty profiles. The brand's first product was Pinnacle Classic Vodka, introduced in 2003 after the package design was developed in 2002. White Rock expanded the range rapidly during the middle and late 2000s, adding fruit flavors such as Kiwi Strawberry, Raspberry, Apple, Cherry, Citrus, Orange, Grape and Blueberry. Vanilla, Espresso and gin followed, and the range later grew to include products such as Melon, Banana, Mango, Chocolate, Pomegranate, Root Beer, Butterscotch, Cherry Lemonade and Tropical Punch. The company also introduced Pinnacle 100 Proof and a large number of confectionery- and dessert-oriented products, including Cotton Candy, Whipped, Cake, Cookie Dough, Marshmallow, Strawberry Shortcake and Rainbow Sherbet. White Rock made Pinnacle a priority brand in 2008 and increased national advertising investment. The strategy helped it achieve strong growth in the United States. Industry recognition cited in the brand's reference material includes repeated growth-brand awards and rankings that placed Pinnacle among the leading imported vodkas in the country. The brand also received awards for several flavored products, including Whipped, Citrus, Tropical Punch, Le Doublé Espresso and Kiwi Strawberry. On April 23, 2012, Beam Inc. announced an agreement to acquire Pinnacle and related assets from White Rock for $600 million. The transaction transferred the brand into Beam's international spirits portfolio. In the same period, Pinnacle introduced its first broadcast television commercial and continued broadening its flavor lineup with products such as Blackberry, Cucumber Watermelon, Peach and Pumpkin Pie. A 2013 collaboration with Cinnabon produced a cinnamon-flavored Cinnabon Vodka, extending the brand's dessert and indulgence positioning. Beam announced in January 2013 that it would close the former White Rock distillery plant and move production to Kentucky. The Lewiston bottling operation and part of White Rock's brand portfolio were subsequently acquired by Sazerac Company. Pinnacle itself remained with Beam. After Suntory Holdings acquired Beam in 2014, Pinnacle became part of the Suntory spirits portfolio and is now identified with Suntory Global Spirits. The brand continues to be presented as a flavored-vodka-led offering, with availability cited at approximately 30 flavors, although exact market availability and the active assortment can vary by jurisdiction.

Pinnacle originated as a White Rock Distilleries brand in Lewiston, Maine, in 2002. Its package was designed that year, followed by the launch of Pinnacle Classic Vodka in 2003. The vodka was distilled in France from French wheat and exported to the United States, where the brand's flavoring and bottling activities were conducted. White Rock expanded Pinnacle from a standard vodka into a large flavored portfolio. In 2005 it introduced Kiwi Strawberry, Raspberry, Apple, Cherry, Citrus and Orange. Grape and Blueberry followed in 2006, while Vanilla, Espresso and Pinnacle Gin were added in 2007. In 2008, White Rock designated Pinnacle a priority brand and increased national advertising support. That year brought additional flavors including Melon, Banana, Mango, Chocolate, Pomegranate, Le Doublé Espresso, Root Beer and Butterscotch. The brand was also reported as the seventh-largest imported vodka in the United States. The flavor-led expansion continued from 2009 through 2011. New products included Cherry Lemonade, Tropical Punch, 100 Proof, Cotton Candy and Whipped, followed by numerous whipped, dessert, fruit and novelty variants such as Cake, Gummy, Coconut, Cookie Dough, Marshmallow, Red Berry, Key Lime Whipped, Pineapple and Atomic Hots. Pinnacle's growth was accompanied by industry recognition. Reference material identifies repeated Charles Schwab Impact Hot Brand Awards, Beverage Testing Institute Gold Awards and Adam's Beverage Group Growth Brand Awards. Several individual flavors also received recognition, including Whipped, Citrus, Tropical Punch, Le Doublé Espresso and Kiwi Strawberry. In 2012, Beam Inc. agreed to purchase Pinnacle from White Rock for $600 million. Beam's ownership brought the brand into a larger international spirits portfolio and coincided with Pinnacle's first broadcast television campaign. New flavors introduced around the transaction included Blackberry, Cucumber Watermelon, Peach and Pumpkin Pie. In January 2013, Beam announced that the former White Rock distillery plant would close and that production would move to Kentucky. The Lewiston bottling facility and some White Rock brands were later acquired by Sazerac, while Pinnacle remained with Beam. Pinnacle added Rainbow Sherbet and Strawberry Shortcake in 2013 and collaborated with Cinnabon in November of that year on a cinnamon-flavored vodka. Following Suntory Holdings' acquisition of Beam in 2014, Pinnacle became part of the Suntory spirits business and is now associated with Suntory Global Spirits. The brand's continuing identity is centered on a wide assortment of flavored vodkas, reported at around 30 flavors, with availability and specific expressions differing by market.

1. 2014Pinnacle enters the Suntory portfolio

   Suntory Holdings acquired Beam, bringing Pinnacle into the Suntory spirits group.

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2. 2013Production transition and Cinnabon collaboration

   Beam announced the closure of the former White Rock plant and the transfer of production to Kentucky. Pinnacle also introduced new flavors and partnered with Cinnabon on cinnamon vodka.

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3. 2012Beam acquires Pinnacle

   Beam announced a $600 million acquisition of the Pinnacle brand from White Rock and launched the brand's first broadcast television commercial.

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4. 2010Whipped and Cotton Candy introduced

   The brand expanded further into sweet and confectionery flavor territory and was reported as the sixth-largest imported vodka in the United States.

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5. 2008Pinnacle becomes a White Rock priority brand

   White Rock increased national advertising investment and added multiple dessert, fruit and novelty flavors.

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6. 2005First major flavored-vodka expansion

   Kiwi Strawberry, Raspberry, Apple, Cherry, Citrus and Orange were added to the range.

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7. 2003Pinnacle Classic introduced

   The original Pinnacle Classic Vodka expression entered the market.

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8. 2002Brand launched by White Rock Distilleries

   White Rock Distilleries launched Pinnacle in Lewiston, Maine, and developed its original package design.

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Accessible, playful and experimentation-oriented vodka, differentiated by a broad flavor assortment that includes fruit, confectionery, dessert and novelty profiles.

• Pinnacle Classic VodkaPlain vodka2003

  The original core expression, introduced in 2003. It provides the base vodka platform from which Pinnacle's flavored range developed. The spirit is distilled in France from French wheat and marketed primarily through the United States.

• Pinnacle Flavored VodkaFlavored vodka2005

  Pinnacle's principal product family spans fruit, citrus, tropical, confectionery, whipped-cream and dessert-inspired profiles. The assortment has included flavors such as Raspberry, Citrus, Tropical Punch, Vanilla, Whipped, Cake, Cookie Dough, Marshmallow, Coconut, Pumpkin Pie and Rainbow Sherbet. The active lineup varies by market.

• Pinnacle 100 ProofHigher-proof vodka2009

  A higher-proof expression introduced during Pinnacle's late-2000s product expansion. It broadened the portfolio beyond standard-strength and flavored offerings.

• Cinnabon VodkaBranded flavored vodka collaboration2013

  A cinnamon-flavored vodka created through Pinnacle's 2013 collaboration with Cinnabon. The product reflected Pinnacle's emphasis on dessert and indulgence-oriented flavors.

• 2012Paper or Plastic

  United States

  A television commercial depicted a shopper imagining a whimsical world centered on Pinnacle Whipped before returning to a grocery-store interaction about paper or plastic bags.

  Outcome. The advertisement was not broadcast in Pennsylvania television markets because of the Pennsylvania Liquor Control Board's control over retail liquor sales.

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• 2008National advertising investment

  United States

  After making Pinnacle a priority brand, White Rock increased national advertising support as the brand pursued growth in the imported-vodka segment.

  Outcome. The brand achieved strong reported growth and received several growth-brand recognitions during the following years.

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• 2013Production shifted to KentuckyStrategy

  Following Beam's acquisition of Pinnacle, the former White Rock production site in Lewiston was reviewed as part of the brand's manufacturing structure.

  What changed. Beam announced that the former White Rock distillery plant would close and that production would move to Kentucky.

  Aftermath. The Lewiston bottling facility and part of the White Rock brand portfolio were subsequently acquired by Sazerac, while Pinnacle remained with Beam.

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• 2012Beam acquires Pinnacle for $600 millionM&A

  Pinnacle had become a rapidly growing flavored-vodka brand under White Rock and had received substantial marketing investment.

  What changed. Beam Inc. announced an agreement to purchase the Pinnacle brand and related assets from White Rock Distilleries.

  Aftermath. Pinnacle joined Beam's spirits portfolio, while later ownership passed to Suntory after its acquisition of Beam.

  Acquisition price. $600 million (Announced April 23, 2012)

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• 2013Pinnacle production to move from Lewiston to Kentucky

  Beam announced the closure of the former White Rock distillery plant and the planned transfer of production to Kentucky. The Lewiston bottling operation and part of White Rock's portfolio later went to Sazerac.

  Other
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• 2013Pinnacle and Cinnabon introduce cinnamon-flavored vodka

  Pinnacle partnered with Cinnabon to launch a branded cinnamon-flavored vodka, extending Pinnacle's dessert-oriented flavor strategy.

  Product launch
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• 2012Beam announces agreement to acquire Pinnacle vodka brand

  Beam Inc. announced that it would acquire the Pinnacle brand from White Rock Distilleries for $600 million.

  M&A
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1. Pinnacle vodka