•Cincoro Tequila, the luxury label from Michael Jordan and partners, has expanded its distribution alignment with Southern Glazer’s. The move gives Southern distribution rights to Cincoro in seven additional markets—Florida, Maryland, Washington D.C., Delaware, Colorado, Minnesota, and Illinois—bringing the total partnership to 43 states. “As we continue to expand our luxury brand in on-premise establishments, we are excited to leverage Southern’s expertise in this area,” said Cincoro CEO Jeff Agdern.

•Heaven’s Door Spirits, the collaboration between Bob Dylan and Spirits Investment Partners, has announced the Bootleg Series Volume VI. The release is blended from 12-, 13-, and 14-year-old wheated Bourbons finished in Limousin oak and bottled at 60.58% abv. The new whiskey carries a suggested price of $500 and uses Favela Villa Candido, a painting from Dylan’s Brazil Series, as its label art. The whiskey is limited, with fewer than 5,000 bottles available in select retailers across the U.S. and through the brand’s online shop.

•Wine and spirits distributor Johnson Brothers has named Brian Hodges as general manager for Johnson Brothers of Virginia. The promotion, effective immediately, moves Hodges from Johnson Brothers-Mutual Distributing of North Carolina after 12 years, including time working as a retail sales director and, most recently, statewide on-premise sales director. Johnson Brothers is the fourth-largest distributor in the U.S., with sales approaching $3.3 billion for 2024, according to Shanken’s Impact Newsletter.

•Non-alcoholic beer brand Athletic Brewing Company has kicked off a new ad campaign, “Athletic January.” The campaign reframes “dry January” and is heavily focused on getting consumers to sample Athletic’s non-alcoholic brews. Throughout the campaign, Athletic is hosting tastings and other sampling events across the U.S. and U.K. From January 10-17, the company is hosting “Ask for Athletic” week, during which consumers will be able to receive a $5 rebate after ordering a can or pour of one of Athletic’s beers.