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News Briefs for November 5, 2013

November 5, 2013

•Bacardi’s Grey Goose has formed a new, three-year marketing partnership with PGA Tour golf. As part of the deal, Grey Goose will serve as the official spirit of the PGA Tour, as well as the Champions Tour and Web.com Tour. Grey Goose will be poured at select tournaments on all three tours, and also operate its Grey Goose 19th Hole Lounge, where fans can enjoy bespoke cocktails. Additionally, the brand will be featured at all PGA Tour Grills, a new restaurant concept launching at select U.S. airports in spring 2014. The PGA partnership follows the launch of Grey Goose’s global “Fly Beyond” campaign,reported exclusively by SND last month.

•Pernod Ricard’s Chivas Regal Scotch whisky is reaching out to the Hispanic demographic with a new initiative tying the brand to legendary Latin band Mana. Consumers who join Chivas’s “Band of Brotherhood” online community will have access to exclusive content featuring Mana, including documentary videos of the band as it records its next album. Mana has sold an estimated 35 million records worldwide. Chivas has faced an uphill battle in volume terms in the U.S. market the past few years, slipping 0.5% to 394,000 cases last year, according to Impact Databank. Its new effort to engage Hispanic consumers follows a similar play rolled out a year ago by blended Scotch rival Johnnie Walker, which targeted Hispanics with a campaign called “My Label Is Black.”

•Massachusetts-based M.S. Walker is introducing two new rums under the Ron Virgin brand. The first, Ron Virgin Black Spiced, marks M.S. Walker’s entrance into the fast-growing high-proof rum segment. Retailing at $19.99 a 750-ml., Ron Virgin Black Spiced is a 94-proof, heavy-bodied dark rum from the West Indies blended with exotic spices. It’s joined by fellow newcomer Ron Virgin Bold, a 70-proof coconut rum suited to tropical cocktails that retails at $17.99 a 750-ml.

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