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

News Briefs for June 18, 2012

June 18, 2012

•Phillips Distilling is launching two new flavor extensions to its UV vodka line—Chocolate Cake and Whipped. Available nationwide this month, both will be priced at $12.99 for a 750-ml. bottle and are supported with national print and digital advertising, as well as sponsorships at national music festivals. The new extensions join the existing 14-flavor UV range, as well as its 80-proof and 103-proof non-flavored UV expressions. Phillips recently told Shanken News Daily it expects UV, an Impact “Hot Brand,” to reach 1.7 million cases this year, driven in part by fast-rising UV Cake.

•Diageo’s Bushmills Irish whiskey is targeting younger LDA consumers with the launch of a global website revamp, reports Marketing Week. The brand, which has formed partnerships with music groups Chromeo and Bon Iver, as well as actor Elijah Wood, is aiming to appeal to whiskey drinkers outside the traditional 30-and-above age demographic. Developed by The Pulse Group, the new site is an extension of Bushmills’ “Since Way Back” campaign, which focuses on strengthening the brand’s ties with artists, musicians and cultural influencers.

•Beam Inc.’s Sauza Tequila brand has extended its “Make It With A Fireman” campaign with the launch of a cross-country mobile tour. Featuring a squad of firemen traveling in a branded, blue fire truck, the Sauza Tequila Regional Rescue Tour kicks off today in New York City with a celebration hosted by reality television star Ali Fedotowsky. Subsequent stops are scheduled for Phoenix, Arizona; Las Vegas, Nevada; and Chicago, Illinois through the end of the month. Launched in April, “Make It With A Fireman” originated as an all-digital video campaign promoting the brand’s recently launched 100%-agave range, Sauza Blue ($18.99 a 750-ml.), and has since garnered more than 3 million views.

•Bronco Wine Co. is launching a million-dollar ad campaign behind its Allure Bubbly Moscato. The campaign, created by Lafayette, California-based Accountability Advertising, features radio, cable television and social media spots, including one segment that encourages local musicians to create original Allure rap songs and put them on YouTube. The Allure Bubbly Moscato line features Pink and White, both of which are distributed nationally and have a suggested retail price of $12.99 a 750-ml. According to Impact Databank, Allure depleted 65,000 cases last year, its first on the market. Bronco CEO Fred Franzia has said the brand is expected to double its volume in 2012.

•Sidney Frank Importing Company, Inc. has appointed Adam Rosen to the newly created post of executive vice president, marketing/Jägermeister. Rosen has spent more than a decade in drinks marketing, having started his career with Pernod Ricard and most recently working as group brand director for Diageo NA’s Scotch whisky portfolio.

•Palm Bay International is rolling out Roscato Rosso Dolce, a sweet, fizzy red wine from the Lombardy region in northern Italy, in the off-premise. The label was first introduced last year in the Olive Garden restaurant chain nationally. Roscato is made from native Lombardy varietals Croatina, Teroldego and Lagrein and has an abv of 7%. Suggested retail price is $11.99.

•Microsoft’s Bing search engine has partnered with user-generated review website Yelp to create “Powered by Yelp” Bing Local search results. Under the deal, Yelp’s content will appear when U.S. users search a local restaurant, shop or other business through Bing Local. The partnership comes on the heels of Apple’s announcement that it has integrated its new iPhone mapping system with Yelp. Apple’s Siri tool for iPhones is also integrated with Yelp reviews.

•Colorado’s New Belgium Brewing Co. is opening a restaurant and bar called the New Belgium Ranger Station at the Westin Snowmass Resort in Snowmass, Colorado. The casual, après-ski eatery will be operated by Patches O’Houllihan Inc. and will offer lunch and dinner menus specifically designed to pair with New Belgium’s signature and seasonal craft brews. In addition, the Wildwood Snowmass hotel is undergoing renovations to transform its bar into a New Belgium-themed restaurant and bar, which will be operated by Starwood Resorts and will offer 10 of the brewery’s beers on tap. Both restaurants are slated to open in time for the 2012-2013 winter ski season.

•St. Helena, California-based Wilson Daniels has appointed Phil Pyrce as vice president of marketing and brand management, Italian portfolio, effective immediately. He will report directly to Ray Chadwick, president and CEO. Pyrce previously served as director of marketing and sales at Titus Vineyards and has also held the roles of marketing director for luxury brands at Treasury Wine Estates and director of marketing at Terlato Wines International. Wilson Daniels’ Italian portfolio includes Castello di Volpaia, Prelius, Tenuta di Biserno, Ceretto and recently added Bibi Graetz and Barrymore wines.

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