News Briefs for June 25, 2024
June 25, 2024•Whisky auctions have been buzzing this month, with a frenzy of summer whisky sales delivering impressive results. Yamazaki 55 year old set a new highest auction price of the year, with another bottle of The Macallan The Reach 81 year old recently fetching a six-figure sum. Whisky Advocate predicts that June’s 20 highest hammer prices will break $1 million, and it’s looking like it will be the first month of 2024 to outperform the year-earlier period, reversing a downward trend of recent months. Here’s the full story.
•Teremana Tequila is debuting its first global advertising campaign, “Mana Makes a Difference.” The campaign features three videos led by founder Dwayne “The Rock” Johnson, telling the story of Teremana from its inception and spotlighting the many people who have made its success possible, according to the company. Created with creative agency and content studio Wolfgang, Mana Makes a Difference is now live across organic and paid channels, with connected TV, paid social, paid digital, and events beginning this month. According to Impact Databank, Teremana grew 18% to just above 1 million cases in the U.S. last year, ranking ninth among all Tequila brands by volume. The brand has also embarked on international expansion and will debut across four new markets—Australia, the UAE, Colombia, and Germany—this year.
•Santo Spirits, the company led by Sammy Hagar and Guy Fieri, is introducing its Santo 110 Proof Blanco nationwide. The still-strength Tequila previously had limited availability. Now it’s rolling out nationally, carrying a retail price of $70 a 750-ml. Santo is produced by third-generation distiller Juan Eduardo Nuñez and Tequilera Karina Rojo at El Viejito Distillery (NOM 1107) in Atotonilco el Alto, Jalisco.
•Suntory Global Spirits is opening a new James B. Beam Pennsylvania Whiskey Heritage Center in partnership with West Overton Village & Museum. The western Pennsylvania site features The Overholt Stateroom, a vintage-inspired lounge that highlights the origins of Overholt whiskey; artifacts that represent the region’s agricultural, industrial, and cultural heritage; and The Sam Komlenic Gallery, featuring 250-plus whiskey bottles from the late 19th to late 20th centuries, with an in-gallery app to guide visitors. While Suntory’s Overholt brand is now produced in Kentucky, the company says West Overton remains its “spiritual home” as the place where founder Abraham Overholt and his family set down roots in the early 19th century.
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