News Briefs for March 20, 2024
March 20, 2024•Breakthru Beverage Group is adding Casa Maestri Tequila to its portfolio nationally. Casa Maestri is currently distributed by Breakthru in Arizona, California, Florida, Illinois, South Carolina, and Wisconsin, with the rest of Breakthru’s U.S. markets joining in the coming months. Casa Maestri will operate within Breakthru’s Trident division, the emerging beverage portfolio and brand incubator. The brand’s range includes Extra Añejo, Añejo, Reposado, Blanco, and Cafe Tequilas as well as mezcal.
•Heaven Hill has announced a limited edition bottling of Elijah Craig Bourbon, timed to the return of the PGA Championship to Valhalla Golf Club in Louisville, Kentucky. The one-time bottling is sourced from Heaven Hill’s rickhouses P, 1G, and A, and carries a suggested price of $37. With Elijah Craig the official Bourbon and whiskey supplier of the PGA of America, PGA Championship, and KPMG Women’s PGA Championship, Heaven Hill will also activate the Elijah Craig Bourbon Speakeasy on the course’s 14th hole. In addition, Elijah Craig will be featured in cocktails and at bars throughout the golf club.
•Bogle Family Wine Collection is backing its new Elemental brand with an ad campaign showcasing its four varietals, Chardonnay, Pinot Grigio, Rosé, and Pinot Noir. Packaged in lightweight aluminum bottles, Elemental is aiming to reach new wine consumers, and its “Welcome to AL” campaign takes a non-traditional approach, taking inspiration from the fashion industry. “Welcome to AL” will run across connected TV, social, and programmatic channels. It also includes fashion-forward print ads for publications like Vogue and Elle, as well as traditional wine publications. Outdoor will be seen in New York, Miami, Chicago, Los Angeles, San Francisco, Dallas, and Austin.
•Wilson Daniels is adding Italy’s Elena Walch to its national portfolio beginning April 1. Wilson Daniels will assume national representation of Elena Walch’s Selezione varietal wines, including Pinot Grigio, Pinot Bianco, Schiava, Lagrein, Sauvignon, Chardonnay, and Gewurztraminer; the Vigna Castel Ringberg single varietal expressions, a Pinot Grigio, Sauvignon, and Lagrein Riserva; the Vigna Kastelaz Gewurztraminer; as well as limited production offerings including Kristallberg Pinot Bianco, Rosato 20/26, Aton Pinot Noir Riserva, Ludwig Pinot Noir, and the flagship white cuvée ‘Beyond the Clouds.’
•William Grant & Sons has made the first major update to the packaging of its Monkey Shoulder blended malt Scotch whisky since 2005. The changes include a bold refresh of the label and a lighter bottle, with up to 25% in glass reduction. The new look also includes a longer neck for an easier pour. Monkey Shoulder’s new bottle will be hitting the market in mid-2024. The brand had U.S. volume of 107,000 cases in 2023, according to Impact Databank.
•Lobos 1707 Tequila & Mezcal has appointed Joanna Darst as vice president of consumer and digital marketing. Her experience includes time with Brown-Forman, Molson Coors, and Vans. Elaine King, a veteran of Pernod Ricard and Southern Glazer’s, has been named vice president of trade promotions and strategic partnerships. Joel Selesnick, previously of Patrón, signs on as Lobos 1707’s vice president of broad market sales. In addition to the new hires, the company has promoted Frank Schulman from regional director of sales to vice president of national and strategic accounts.
•Conecuh Brands, marketer of Clyde May’s Whiskey and Próspero Tequila, among other brands, has named Pam Loch as vice president of national accounts, on-premise. She joins the company with experience at Diageo, Moët Hennessy, and Brown-Forman. Bill Nolan joins from Sazerac and is Conecuh’s vice president of national accounts, off-premise. Both will report to Conecuh senior vice president of sales, open states, Brian Cahill.
Subscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.Tagged : bogle, Breakthru, Casa Maestri, Conecuh Brands, Elemental, Elena Walch, Elijah Craig, Heaven Hill, Lobos 1707, Monkey Shoulder, William Grant & Sons, Wilson Daniels
