News Briefs for July 2, 2013July 2, 2013
•Proximo Spirits has appointed New York-based agency McCann Erickson to handle the advertising for Jose Cuervo Tequila in the U.S.The appointment, effective immediately, is part of Proximo’s goal of increased investment behind the brand. (Cuervo received $11.25 million in media support last year from former marketer Diageo, according to Kantar Media.) Proximo officially took over distribution of Cuervo in the U.S. from Diageo North America yesterday. The brand has been suffering in the U.S. recently, sliding 10% to 3.5 million cases from 2007-2012. It joins a Proximo portfolio that also includes 1800, Maestro Dobel, Zarco and Gran Centenario Tequilas as well as Three Olives vodka, Boodles gin and The Kraken rum, among others.
•Brown-Forman has launched a new TV spot in the U.S. for Jack Daniel’s Tennessee Honey. Entitled “Swarm,” the latest release was created by New York-based Psyop in collaboration with Arnold Worldwide and Smuggler as part of the brand’s “King Bee” campaign. The 30-second commercial features a swarm of bees looking for a bottle of Tennessee Honey. It was pre-released on Twitter and Facebook, where it received more than 10 million impressions, before rolling out across television on NBA and NHL playoff games, late night TV and sports and lifestyle programming. Brown-Forman says that the spot will air three more times this fiscal year. Tennessee Honey ($22 a 750-ml.) advanced by 52% to 485,000 cases in the U.S. last year, according to Impact Databank.
•The Bols liqueur range has officially joined the portfolio of Lucas Bols USA beginning this month. The Bols brand was previously handled by William Grant & Sons USA. Concurrent with the integration of Bols into the portfolio, Lucas Bols is rolling out a new ad campaign for the brand, under the tagline “Add Flavor to the World.” The Bols liqueur range, which is comprised of 34 different flavors (priced around $12.99), declined 3.6% last year to 400,000 cases.
•Australian winemaker Franklin Tate is launching a new eponymous wine brand in the U.S. market. Produced in the Margaret River region, the Franklin Tate Estates range comprises two tiers—the Estate Series and the Alexander’s Vineyard Reserve Series. Both tiers are priced between $15-$20 a 750-ml. and feature Chardonnay, Cabernet Sauvignon and Shiraz varietals. Franklin Tate, whose family first began making Margaret River wines in 1969, founded his own 520-acre estate, Grape Expectations Vintners, in 2007. The U.S. debut of Franklin Tate Estates is being supported by Florida-based wine consulting company RG WineTrade.
•Glazer’s, Inc. has named Cheryl Rustwick vice president, national accounts. Rustwick will report to Glazer’s senior vice president, national accounts Don Pratt. She joins Glazer’s from Alliance Beverage, where she was vice president, chain accounts for the Diageo/Moët Hennessy division. Glazer’s has also appointed John D’Attoma as senior vice president, Iowa. D’Attoma comes to Glazer’s from Standard Beverage Corp. in Kansas, where he was vice president of the United Beverage Division.
•Stoli Group USA has named Tom Schlachtenhaufen as senior vice president of sales, Mark Corcoran as vice president national on-premise accounts-East and Liz Lister as director of national on-premise accounts-West. Schlachtenhaufen has previously held positions in sales, commercial strategy and national accounts at both Nestle Waters and Diageo. Corcoran most recently served as vice president of national accounts at Bacardi, and has held positions at Seagram, Schieffelin & Somerset and Moët Hennessy USA. Lister most recently developed an account brokerage company, Double L, working with companies like E&J Gallo and TOG Wines in Asia.
•Campari America chairman and CEO Gerry Ruvo has been appointed chairman of the Distilled Spirits Council of the United States (DISCUS), effective June 30. He succeeds John McDonnell, former COO of Patrón Spirits Co.