News Briefs for December 8, 2016December 8, 2016
•Heaven Hill Brands’ Deep Eddy Vodka is expanding operations with the purchase of a second distillery located outside of Austin, Texas. The new 194,000-square-foot facility in Buda, Texas, will join the brand’s current distillery in Dripping Springs (also located outside Austin), and will bring Deep Eddy’s production capacity to more than 5 million cases a year. The original Dripping Springs distillery will continue to produce the vodka range—which includes Deep Eddy Straight Vodka, Sweet Tea Vodka, Ruby Red, Cranberry, Lemon and Peach—and operate a tasting room and event space. Deep Eddy is on pace to ship 1 million cases this year.
•Sazerac has extended its Fireball cinnamon whisky with a new 3.5-liter bag-in-box format. Reminiscent of bag-in-box wine packaging, the brand’s new “Firebox” contains two 1.75-liter bags, each with its own tap, and retails at around $60. Impact Databank projects Fireball to reach 4.7 million nine-liter cases in the U.S. this year on 6% growth, a marked slowdown from the torrid pace that saw the brand nearly double off an already large base from 2013-2015.Subscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.