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News Briefs for April 23, 2013

April 23, 2013

•Pernod Ricard’s Absolut vodka has added a new flavor, Absolut Cilantro, to its lineup. Featuring a blend of all natural cilantro and lime flavors, Absolut Cilantro is targeted toward the cocktail occasion within both the on- and off-premise. The new offering will roll out in May, available in 750-ml. ($21) and 1-liter bottles. Absolut Cilantro’s launch is part of the brand’s recent efforts to accelerate innovation, following the debut of Absolut Craft—a new range of on-premise-focused artisanal flavored vodkas—in March and the launch of the upscale Absolut Elyx ($49.99 a 1-liter) expression earlier this month, as reported by SND April 15. Absolut was up 2.3% in the U.S. last year to 4.7 million nine-liter cases.

Brown-Forman has recognized a number of its distributors and brokers with awards based on top sales results for the May-December 2012 selling period. Republic National Distributing Co. (RNDC) of North Dakota was given an award for its performance in the “Broker/Distributor Middleweight Division,” and Athens Distributing and Lipman Brothers (both of Tennessee) were winners in the “Broker/Distributor Heavyweight Division.” Meanwhile, Young’s Market Co. of Washington was given B-F’s SISU Award for its success in the transition from a control state to open state. Other companies recognized for individual brand growth and innovative programs include Wirtz Beverage of Minnesota (for the Jack Daniel’s family of brands), Premier Beverage of Florida (Jack Daniel’s Tennessee Honey), Horizon Beverage of New Hampshire (Southern Comfort), RNDC of Kentucky (Tequilas), Young’s Market of California (North American Whiskeys) and United Distributors of Georgia (vodkas).

•Heineken USA’s Tecate beer brand has launched a new campaign designed to target Spanish-speaking men in the U.S. Under the tagline “Es Facil Ser Hombre” (It’s Easy Being A Man), the campaign features three TV spots, as well as radio and out-of-home advertising components. Although the campaign is set to run nationally, particular emphasis will be placed on Tecate’s key U.S. markets, which include California, Texas, New Mexico, Arizona and Illinois. Tecate is the U.S. beer market’s fifth-leading import brand.

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