News Briefs for September 11, 2017September 11, 2017
•Diageo’s Crown Royal has launched a new campaign platform, featuring the tagline “Hydrate Generously.” The campaign officially kicked off with a 30-second TV ad that aired last week, during the first NFL game of the season. The spot, which showcases a “squad of hydration specialists” known as the Water B.O.Y.S., marks the first spirits ad to run in a regular-season NFL game following the league’s lifting of its spirits advertising ban earlier this year. Crown Royal sells roughly 4.1 million nine-liter cases in the U.S. annually, according to Impact Databank.
•Palm Bay International is adding Drumshanbo Gunpowder Irish Gin to its artisanal spirits portfolio. Retailing at $35 a 750-ml. bottle, Drumshanbo fuses spices from Asia, Africa and Europe with local botanicals and gunpowder tea—a slow-dried green tea that adds spiciness to the blend. The new offering is distilled in copper pot stills at The Shed Distillery in Drumshanbo, Ireland. Each bottle is hand-filled, -sealed and numbered. Drumshanbo Gunpowder Irish Gin is currently rolling out nationwide.
•Beverage alcohol delivery provider Minibar has launched Vineyard Select, a new direct-to-consumer nationwide wine shipping service. Designed to connect consumers with independent wine producers, Vineyard Select focuses its selection on wines not typically found in liquor stores, including offerings from current launch partners such as Penrose Hill, Uproot Wines and The Blending Lab. Customers can browse and purchase Vineyard Select wines via the Minibar Delivery app or website, with minimum orders starting at $45. Vineyard Select joins Minibar’s on-demand alcohol delivery service, which currently operates in 37 U.S. markets.
•Philadelphia, Pennsylvania—based The Cooper Spirits Co. has launched Hochstadter’s Slow & Low Rock and Rye 6-Year, a 100-proof, limited edition whiskey. A blend of rye whiskey, air-dried Florida navel oranges, Pennsylvania-sourced raw honey, Angostura bitters and rock candy, Slow & Low was aged for six years prior to bottling. The new limited release is available nationwide, retail priced at $39.99 a 750-ml. It follows the release of The Cooper Spirits Co.’s 8-year Slow & Low Rock and Rye 100-proof expression in 2015.Subscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.