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News Briefs for December 13, 2013

December 13, 2013

The Glenlivet has unveiled its latest limited edition—The Guardians’ Chapter—following a global campaign that saw thousands of the brand’s fans participate in its selection. Tasting events were held around the world in which fans were asked to sample three potential expressions and name their favorite. The winner, an exotic whisky sourced from a mix of casks including Hogshead and American oak barrels as well as Spanish ex-Sherry butts, is non-chill filtered and at 48.7% abv. The Guardians’ Chapter—named in honor of the Glenlivet fan base—will be bottled in limited quantities and distributed globally beginning March 2014, at a suggested retail price of $85.

•Agave Loco Brands’ RumChata cream liqueur is set to get a radio advertising push over the holiday season. The campaign will feature “tongue-in-cheek public service announcements from the ‘Emergency Holiday Cheer System’” urging consumers to pick up a bottle of RumChata before stock sells out. The spots will run in Illinois, Wisconsin, Minnesota, Michigan, Indiana, Iowa, Pennsylvania, Florida, Nebraska, Kansas and Missouri, with content tailored to each market and placed on stations running holiday music formats. RumChata, an Impact “Hot Brand,” retails around $20 a 750-ml. Last year it rose more than fivefold to 364,000 cases. In the 52 weeks through November 3, the brand surged by 85% in IRI channels.

•The Virginia Department of Alcoholic Beverage Control has reported a record rise in alcohol sales for its fiscal 2013 (ended June 30). According to the agency’s annual report, gross wholesale and retail alcohol sales were up nearly 5% to $769 million, as wine, spirits and non-alcoholic mixers volumes increased by more than 2% to 4.29 million cases. Some of the fiscal year’s most notable growth came from Virginia’s burgeoning corn whiskey and legal moonshine category, which rose 123% by value to $3.8 million. The latest increases mark the 15th consecutive year of growth for the state’s 340 ABC stores, which achieved a record profit of $154 million in fiscal 2013.

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