News Briefs for September 4, 2012

•Rémy Cointreau has completed its acquisition of Islay single malt Scotch whisky Bruichladdich for £58 million ($92.2m). The price included £48 million ($76.3m) for Bruichladdich’s entire share capital and an additional £10 million ($15.9m) of debt that Rémy Cointreau will assume. Bruichladdich previously was owned by a group of investors that included managing director Mark Reynier, who purchased it from Beam in 2000 for £6.5 million ($10.3m). The deal, initially announced in July, marks Rémy’s entry into Scotch whisky brand ownership. Bruichladdich is still small in the U.S. market, with sales of only around 4,000 cases in 2011.

•E.&J. Distillers’ Familia Camarena Tequila has renewed its marketing sponsorship agreement with the Dallas Cowboys for the third consecutive year. The deal kicks off this week with the team’s first regular season NFL game against the New York Giants. The brand also has sponsorship deals with six Major League Baseball teams, two National Basketball Association teams and three other National Football League teams lined up this year. Camarena more than doubled its volume in 2011 to 315,000 nine-liter cases, earning Impact “Hot Brand” honors.

•Pernod Ricard’s Olmeca Tequila brand has revamped the packaging for its 100%-agave Altos expression, ahead of a nationwide expansion. Rolling out this month, the updated package features an easy-pour bottle design, gold embossing and a wooden cap intended to give the brand “a crafted look.” The label has deemphasized the Olmeca branding, instead focusing on the Altos name in order to differentiate it from other Olmeca offerings. Olmeca Altos—which first test-launched in select markets including Chicago and Denver last year—will be entering additional U.S. markets over the next 12 months. Priced at around $25 a 750-ml., the expression is joined by Olmeca Reposado and Olmeca Tezón in the U.S.

Tagged : Pernod Ricard, Remy Cointreau

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