News Briefs for May 6, 2024
May 6, 2024•Diageo is backing Ketel One Botanical with a new campaign debuting now across print, out-of-home, social media, and broadcast channels. The new push is part of the brand’s “Made to Cocktail” positioning and was produced with creative agency Alto. It’s targeted to millennial women with aspirational, cinematic spots featuring stylish consumers drinking Ketel One Botanical cocktails in luxurious settings. The approach marks an evolution of Diageo’s marketing for Ketel One Botanical, whose ads have previously focused on its better-for-you attributes.
•Foley Family Wines has unveiled a new winery for Oregon brand The Four Graces. Located in Dundee, Oregon, the new site will feature appointment-only tastings including a selection of The Four Graces varietals from Willamette Valley, as well as food and wine pairings. The Four Graces brand, among the top-selling luxury labels from Oregon, is led by its Pinot Noir, Pinot Gris, and Rosé offerings. The Four Graces brand grew 18% to 62,000 cases in the U.S. last year, according to Impact Databank.
•Organic wine brand Wander + Ivy is launching new sparkling rosé and white wines. The sparkling rosé is sourced from the South of France, while the sparkling white wine is sourced from California. The launch comes as the brand is expanding wholesale distribution to Connecticut, DC, Delaware, Maryland, Tennessee, Georgia, South Carolina, and Michigan. Now in 43 states, Wander + Ivy is known for its single-serve 6.3-ounce bottles. Additionally, the California-based brand has appointed Gallo veteran Christine Jagher as chief marketing officer.
•Sonoma-based winery Patz & Hall, recently reacquired by founder James Hall from Ste. Michelle Wine Estates, has appointed Elizabeth Harrell as president and CFO. Harrell worked for over a decade at Ste. Michelle, Jackson Family Wines, and Gallo. Patz & Hall has also named Gallo veteran Aggie Bek as senior vice president of global sales and Gus Slagle as vice president of marketing and DTC. Slagle was previously director of marketing at Hamel Family Wines.
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