Exclusive news and research on the wine, spirits and beer business

News Briefs for January 13, 2017

January 13, 2017

•Beam Suntory has signed a “multi-year legacy partnership” with the Chicago Cubs that will see the company’s brands featured at the Cubs’ Wrigley Field beginning this season. Jim Beam Bourbon will have long-term naming rights to Wrigley’s new First Base Club, and Beam Suntory brands will be featured on in-game and fixed signage around the stadium, promotional giveaways throughout the baseball season and other digital and hospitality activations. Additionally, Beam Suntory has launched a Cubs-themed Maker’s Mark bottle around the Chicagoland area, and Jim Beam will debut a co-branded Cubs offering this spring.

•Treasury Wine Estates (TWE) has appointed Mark Anthony Wine & Spirits as its exclusive importer and distributor in Canada. Mark Anthony will handle TWE’s portfolio—including Beringer, Penfolds and Wolf Blass among others—in the market, with a focus on expanding Treasury’s Canadian business. Prior to the partnership, TWE operated in Canada via an in-house direct sales model. In addition to the TWE stable, Mark Anthony markets Rodney Strong, Campo Eliseo, Antinori, Louis Latour and Achaval-Ferrer, among others, throughout the Canadian market.

•Luxco has extended its Ezra Brooks Bourbon brand with a new straight rye offshoot. Rolling out nationwide this month, Ezra Brooks Straight Rye ($19-$22) is 90 proof and will be available in 750-ml. and 50-ml. formats. Straight Rye marks the fifth expression in the Ezra Brooks portfolio ($12-$27 a 750-ml.), joining its Kentucky Straight Bourbon, Seven Year Kentucky Straight Bourbon, Bourbon Cream and Blended Whiskey. The range currently sells more than 200,000 cases in the U.S., according to Impact Databank.

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