News Briefs for August 16, 2024

•Brown-Forman’s Old Forester has announced the 2024 edition of the distillery’s Birthday Bourbon. This year’s release comes in at 12 years old and 53.5% abv with the batch blended from 209 barrels. The limited edition release carries a suggested price of $200 a bottle, with bottles available in select retailers across the U.S. In addition to Birthday Bourbon’s limited retail availability, Old Forester is hosting a sweepstakes through August 21, to give interested consumers the chance to win a bottle to purchase. Last year, Old Forester was up 13.5% to 485,000 cases in the U.S., according to Impact Databank.

•Lobos 1707 Tequila & Mezcal has kicked off a new digital campaign starring athlete and brand investor LeBron James and actress and singer Victoria Justice. The campaign features James as a secret agent, facing off against Justice as his enemy. The lead ad, “Agent 1707,” will run on social media channels, and streaming services including Hulu and Peacock. Lobos’ portfolio covers five releases, including four Tequilas and a mezcal, with the brand showcasing the effects of PX Sherry cask-finishing on agave spirits. Other notable investors in the brand include Arnold Schwarzenegger, Drake, and Paris Hilton, among others. Lobos grew 13% to 44,000 cases in the U.S. last year, according to Impact Databank.

•Larkspur, California’s O’Neill Vintners & Distillers has brought Ron Mertz onboard as senior vice president of commercial strategy. Mertz joins O’Neill with over three decades of industry experience, most recently at Washington’s House of Smith. The company has also named Christina Rivera-Glenn as vice president of luxury operations. Rivera-Glenn comes to O’Neill from Daou and, in her new role, will take charge of O’Neill’s luxury DTC sales and consumer experience programs. Finally, O’Neill has hired Jenna Kujundzich as vice president of luxury brand strategy. Kujundzich also joins O’Neill from Daou.

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