News Briefs for May 1, 2013May 1, 2013
•Bacardi has extended its Classic Cocktails Light range with a new flavor, Light Strawberry Daiquiri. The launch will be supported with an ad campaign that will kick off in mid-May and run through September, appearing in print formats with a focus on epicurean and women’s lifestyle media, as well as digital spaces covering entertainment, lifestyle and party-planning. Bacardi will also run sampling events in 21 markets across the country. Bacardi Classic Cocktails Light launched to the U.S. market last May with Piña Colada and Mojito. At less than 95 calories per 4-ounce serving, they are available nationwide in 750-ml. and 1.75-liter formats, priced at $19.99 for the latter.
•Crown Imports’ Negra Modelo beer brand has unveiled its first-ever television ad campaign. The campaign features two spots, both of which are slated to air during the upcoming season of chef Rick Bayless’s “Mexico: One Plate at a Time” television series, set to debut May 4. The ads emphasize Negra Modelo’s premium quality, as well as its ability to pair well with food. The brand will also be cross-marketed at retail with Bayless’s Frontera-branded salsas, grilling sauces and organic chips.
•Glazer’s has added C. Mondavi wines to its stable on an exclusive basis in Iowa, extending the partnership between the two companies to 10 states. The C. Mondavi portfolio includes Charles Krug, CK Mondavi and a newer Millennial-targeted super-premium brand, the Divining Rod, the launch of which SND reported exclusively last spring.
•Veev Spirits has named Sandra Calvert to the newly created position of vice president, national accounts, off-premise. Calvert was previously director of national accounts at Phillips Distilling, where she was credited with building UV vodka’s presence in venues like Safeway, Kroger, Walmart, CVS, Walgreens and the airline industry. In her new role, Calvert will be tasked with growing off-premise chain business for Veev’s namesake liqueur brand and its newer VitaFrute cocktails.