News Briefs for April 26, 2012
April 26, 2012•Beam Inc.’s Sauza Tequila has launched a new, all-digital campaign targeting female consumers. Created by Euro RSCG Chicago, the initiative’s primary component is a two-minute video, entitled “Make It With A Fireman.” Featuring a handsome fireman making a Sauza Margarita, the video focuses on the brand’s recently launched 100%-agave range, Sauza Blue ($18.99 a 750-ml.) Sauza has also unveiled a redesigned website, an enhanced Facebook presence—which includes the Sauza Tequila Spa Getaway Sweepstakes—and a branded tour bus. Last year, Sauza grew 8.5% in the U.S., to 1.7 million cases, according to Impact Databank.
•Lodi, California’s LangeTwins Family Winery and Vineyards has released Caricature, a new super-premium blend of Cabernet Sauvignon and Zinfandel. Sourced from LangeTwins estate vineyards in Lodi and priced at $16.99 a bottle, Caricature will initially be available at retail and on-premise in California this month, gaining distribution throughout the U.S. and in British Columbia later this spring. Known for a commitment to sustainable winegrowing practices, LangeTwins currently farms over 8,500 acres in the Lodi and Clarksburg regions and produces several ranges of its flagship LangeTwins brand, including Estate, Generations, Reserve and Single Barrel expressions.
•Heineken USA has named Christopher Wade as vice president of sales business development, effective May 1. He will be based in New York and will report directly to Scott Blazek, senior vice president of sales. Wade joined Heineken in 2008 as a regional zone director. Prior to that he served as director of sales at Diageo Guinness USA.
•To commemorate the 150th anniversary of Cinco de Mayo, Dos Equis has launched a promotion called “Feast of the Brave,” for which six Dos Equis-branded food trucks in six U.S. cities will be serving free tacos through May 5. In Austin, Chicago, Dallas, Houston, Los Angeles and Miami, local chefs have created taco recipes and are roaming their city serving the tacos for free. A map of each food truck’s route is available on Dos Equis’ Facebook page, and fans can also follow the promotion on the brand’s Twitter feed.
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