Exclusive news and research on the wine, spirits and beer business

News Briefs for May 24, 2013

May 24, 2013

Bacardi has launched a new campaign celebrating the Cuban provenance and heritage of its namesake rum brand. Titled after a Cuban rally cry, “Vivimos,” the campaign was created by ad agency OW and features several television and digital films directed by filmmaker Jake Scott. Each film is inspired by true historical events and centered around themes of authenticity and masculinity. Bacardi’s new push, which officially rolled out on Cuban Independence Day (May 20), also includes outdoor, experiential and on- and off-premise components.

•BevMo will open its new store in Carmel, California, on May 31. Located at 26540 Carmel Rancho Blvd., the 9,000-square-foot store will offer more than 2,000 wines, 1,700 spirits and 1,600 beers as well as gourmet food items, cocktail mixers, glassware and bar accessories. BevMo will host in-store events and demonstrations on opening day throughJune 2, featuring brands like Lagunitas, New Belgium Brewing and J Lohr Vineyards & Wines. The new unit marks the chain’s 135th overall. BevMo operates in California, Arizona and Washington.

•Diageo’s Cîroc vodka is reportedly launching a new Amaretto flavor, joining Peach, Red Berry and Coconut in the brand’s line. Diageo’s partner on the brand, entertainment mogul Sean Combs, was touting the upcoming launch at a recent meeting with Pennsylvania Liquor Control Board officials in Harrisburg, according to local press. Cîroc’s flavors have been the driving force behind the brand’s explosive growth of recent years. Up 44% to 1.8 million cases in 2012, according to Impact Databank Cîroc has expanded by more than fivefold since 2009.

•Cognac producer Maison Hardy has unveiled new packaging for five variants in its Tradition collection. The new colorful designs, described as “elegant and daring,” are rolling out across the VS, VSOP, VSOP Organic, XO and XO Rare Cognacs of the Hardy collection. Founded in 1863 by Anthony Hardy, the Hardy range of Cognacs is imported by Des Plaines, Illinois-based A. Hardy USA.

•MillerCoors has revamped the can design for its Coors Light beer brand. The new package, which claims to be the “world’s most refreshing can,” features a double-vented wide mouth designed to deliver a smoother pour. Past innovations, including Coors Light’s “Frost Brew” liner, cold-activated mountain imagery and two-stage cold indicators, are also included within the design. To celebrate the updated look, Coors Light will introduce custom vending machines nationwide, which will distribute the new Coors Light cans and allow consumers to participate in a national sweepstakes and various local contests. Additional summer promotions for the brand will include new television spots and a digital push across ESPN, Bleacher Report, Turner NBA, Comedy Central and Live Nation.

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