News Briefs for October 3, 2024

•Campari’s Espolòn Tequila has released Flor de Oro, a new limited edition release timed to Dia de los Muertos. The Reposado Tequila is bottled at 40% abv after aging for two months in new American oak. The spirit is also infused with marigolds, a flower associated with the ofrendas, or altars adorned with offerings, that are made to celebrate the holiday. Espolòn Flor de Oro carries a suggested price of $44 a 750-ml. and will be available in the lead-up to Dia de los Muertos. Last year, Espolòn was up nearly 23% to 1.37 million cases, with Campari reporting double-digit growth for the first half of 2024.

•Brown-Forman has unveiled updated packaging and a new ad campaign for the Glendronach single malt. The refreshed packing includes a new bottle and label design, while hewing closely to the brand’s existing color scheme. Initially, the Glendronach’s core range—12-, 15-, and 18-year old single malts ($66, $106, and $231, respectively)—will receive the update, with the brand’s limited releases seeing the change by the end of the year. In addition to the redesign, Brown-Forman is supporting the brand with a new ad campaign directed by Scottish photographer Rankin that shows the marriage of Spanish Sherry casks and Scotch whisky by featuring flamenco dancer Rocio Dusmet Orellana dancing in the Glendronach distillery. The brand grew 8% to 12,000 cases in the U.S. last year, according to Impact Databank.

•Suntory Global Spirits has debuted Old Overholt Extra Aged Cask Strength 11YR, the latest age-stated rye from the historic whiskey brand. This year’s release was distilled in the fall of 2012 and is blended from barrels sourced from four of the company’s warehouses in Clermont, Kentucky. The whiskey is bottled at 53.7% abv and carries a suggested price of $100 a 750-ml. The new limited-edition whiskey comes amid a period of investment in the Overholt brand and follows the April release of A. Overholt whiskey and the summer announcement of the James B. Beam Pennsylvania Whiskey Heritage Center, which pays tribute to the Overholt brand and the history of Pennsylvania whiskey.

Tagged : Brown-Forman, Campari, Espolón, Old OVerholt, Suntory Global Spirits, The GlenDronach

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