Exclusive news and research on the wine, spirits and beer business

News Briefs for September 20, 2011

September 20, 2011

William Grant & Sons is backing its Tullamore Dew Irish whiskey brand with a multimillion-dollar investment starting this month. Tullamore Dew is the focus of a new global ad campaign across TV and print platforms, connected to the slogan “Irish True.” William Grant & Sons worked with the McCann Erickson agency and Jeff Weiss and filmmaker Jake Scott to create the global ads. The brand will also be rolling out new packaging in July 2012. Tullamore joined the William Grant portfolio last year through the acquisition of Ireland’s C&C and depleted 68,000 cases in the U.S. in 2010, a 1.5% increase, according to Impact Databank.

• New Orleans-based Sazerac Co has extended its Rich & Rare Canadian whisky brand with a new Rich & Rare Reserve now rolling out to select U.S. markets at $10 to $14 a bottle. The new offering is a full-bodied blend made of hand-selected reserve barrel whiskies from Sazerac’s 200,000-barrel-strong stock kept north of the border and bottled in the U.S. Rich & Rare Reserve joins two other recent Canadian whisky launches for Sazerac—Caribou Crossing Single Barrel and Royal Canadian Small Batch, both of which debuted in early 2010. The Rich & Rare brand sells over 650,000 cases in the U.S. annually.

New Belgium Brewing has named Josh Holmstrom as its new strategic marketing and branding director. He was formerly associate director of marketing at WhiteWave Foods, Inc. Holmstrom replaces Greg Owsley, who left the Fort Collins, Colorado-based New Belgium in June after fourteen years with the company.

• Joe Dressner, founder of the wine importing company Louis Dressner Selections, died this past weekend, reports Wine Spectator. He was 60 years old. Dressner and his wife Denyse opened Louis Dressner Selections in 1989 with the philosophy of importing wines from small family estates that worked organically, with indigenous yeasts, no filtration and minimal intervention. Focusing on France and Italy, the company now boasts a roster of over 100 producers. Dressner is survived by his wife Denyse and two children, a son, Jules, and daughter, Alyce.

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