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News Briefs for July 16, 2013

July 16, 2013

Beam Inc. is launching a new ad campaign for Hornitos Tequila under the tagline “Not Just Any Tequila.” The campaign is launching this week with its first TV spot, called “Tattoo,” which encourages consumers to think carefully before selecting their Tequila brand of choice. The campaign will continue with TV, digital and print spots. Hornitos has seen steady mid-single-digit growth in the U.S. market of late, increasing 4.6% in volume in 2011, followed by a 5.2% increase again last year to 374,000 nine-liter cases, according to Impact Databank. The brand’s range of products includes Plata, Reposado and Añejo—all of which received a packaging update earlier this year—as well as the recently released Lime Shot.

•San Francisco-based Anchor Distilling Co. has added a trio of vermouths from France’s Maurin distillery to its U.S. import portfolio. Starting next month, Anchor will introduce Maurin Dry Vermouth, Maurin White Vermouth and Maurin Red Vermouth to the U.S. market, all priced at $26.99 a 750-ml. The three 17%-abv offerings are created from recipes dating back to the 1800s and are infused with various herbs and spices, including coriander, cinnamon and nutmeg, among others. Previously, only Maurin’s Quina—a sweet white wine fortified liqueur—had been available in the U.S. Anchor Distilling, which now handles around 50 brands, is targeting sales of 100,000 cases this year.

•Republic National Distributing Co. (RNDC) has named Pape Swanson vice president of marketing for the Proximo Spirits portfolio. Prior to joining RNDC, Swanson spent 12 years with Red Bull North America, most recently serving as president of Red Bull Distribution Co. He also previously has held roles with Julius Schepps, Miller of Dallas and Bacardi. Proximo’s U.S. stable includes Jose Cuervo and 1800 Tequilas, Three Olives vodka, Boodles gin, The Kraken rum and Stranahan’s Colorado whiskey, among others.

•Serge Imports’ Exclusiv vodka has added a new cherry extension to its flavor lineup. Priced at around $10 a 750-ml., Exclusiv Cherry marks the brand’s ninth offering, joining its Original, Peach, Berry, Coconut, Orange, Lemon and Rose vodkas, as well as Exclusiv Moscato wine. Exclusiv, which is produced in Moldova, is currently available in New York, New Jersey, Connecticut, Florida, Maryland, Washington D.C. and Georgia via the Charmer Sunbelt Group. Last year, the brand moved around 250,000 cases across its U.S. footprint.

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