News Briefs for July 18, 2012July 18, 2012
•Party Star has reduced its Jel Shots brand to a 25-ml. size, for “single bite” consumption. The company has also released a two-pack of 25-ml. shots ($1.99) as well as a 30-shot bar tray, targeted at the on-premise. Party Star has also expanded its distribution footprint. It will be handled by Southern Wine & Spirits in Arizona, New Mexico, Nevada, Maryland and Washington, D.C.; Republic National Distributing Co. in Colorado, Florida and Indiana; and Glazer’s in Texas and Oklahoma. Party Star is represented by smaller distributors in 15 other states. The Jel Shots are currently available in Blueberry, Grape, Green Apple, Strawberry, Cherry, Orange and Lemon-Lime, with new flavors slated for the fourth quarter of this year.
•MillerCoors has renewed its sponsorship deal with the Green Bay Packers for a further 10 years. Financial terms of the deal weren’t disclosed. The deal gives MillerCoors the rights to develop advertising, consumer promotions, retail point of sale and other marketing materials. The company will also continue sponsorship of the Miller Lite Gate, the main entrance to the stadium, as well as place a Miller Lite Club and relocated Miller Lite End Zone Party Deck in the stadium’s renovated south end zone. MillerCoors is the largest sponsor and shareholder of the Green Bay Packers, owning 2% of the total shares issued by the team.
•Los Angeles-based hotelier, restaurateur and nightclub operator Sam Nazarian will open his first hotel in New York City next year, according to the Wall Street Journal. Nazarian, who heads up the SBE entertainment group, operates hotels in Los Angeles, Miami and Las Vegas under the SLS brand name. The SLS hotel in New York will be located at 444 Park Avenue South and is slated for launch in the second quarter of 2013. Nazarian ultimately plans to have three SLS hotels in Manhattan and several SBE restaurants.
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