•Pernod Ricard-owned American whiskey brand Jefferson’s is debuting a new Blend of Straight Rye Whiskey. The newcomer is a blend of 9-, 7-, and 6-year-old rye whiskies combined with Jefferson’s Ocean Rye. Retailing at $35 a bottle, it carries an abv of 44% and is rolling out on- and off-premise across the U.S. market. Jefferson’s had volume of 144,000 cases in the U.S last year, according to Impact Databank.

•St-Germain, part of the Bacardi portfolio, has introduced a new short film featuring actress Sophie Turner. The campaign centers on the St-Germain Hugo Spritz cocktail. It will continue through the summer season, and will also include culinary digital content collaborations as well as activations such as a “La Terrasse” pop-up at Nordstrom’s New York City flagship. St-Germain grew 8% to 170,000 cases last year, according to Impact Databank’s estimate.