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News Briefs for January 15, 2014

January 15, 2014

William Grant & Sons has appointed Caspar MacRae, its current vice president, marketing for the U.S., as global brand director for Tullamore D.E.W. Irish whiskey. In his new role, MacRae will be based at William Grant’s global marketing and innovation headquarters in Dublin. His mission will be to drive growth for Tullamore D.E.W. in key markets like the U.S., U.K. and Europe. MacRae joined William Grant in 2008 as category marketing director in the U.S., before ascending to vice president, marketing, William Grant & Sons USA. Prior to joining the company he held key marketing roles with Edrington Group. Acquired by William Grant in 2010, Tullamore D.E.W. is the second-largest Irish whiskey by volume worldwide, after Jameson, and has been rising by double-digits in recent years.

•Bud Light is getting a new tagline and positioning, set to launch in a series of ads during the upcoming Super Bowl, Ad Age reports. Bud Light’s new tagline, “The Perfect Beer for Whatever Happens,” replaces “Here we go,” which has been running for four years. The brand’s repositioning is intended to take a more optimistic tone and appeal to millennial consumers. Two of its Super Bowl spots, shot in New York City, reportedly utilize a heavy celebrity component, while a third touts a new Bud Light aluminum bottle. Budweiser will also get two Super Bowl ads. Brand-owner AB InBev’s Super Bowl push comes as its head of U.S. marketing, Paul Chibe, prepares to hand the reins to current vice president-marketing, Canada, Jorn Socquet, next month.

•Trinchero Family Estates has expanded its Duck Commander wine brand into national distribution, ahead of the season premiere of the related A&E reality show, Duck Dynasty, tonight. Duck Commander ($9.99 a 750-ml.), which launched into a limited footprint in November with a red blend, Chardonnay and Pink Moscato, was frequently sold out in its launch markets over the holiday season, Trinchero says. While the Duck Commander brand is off to a strong start in the market, its release has drawn fire from Trinchero competitor Duckhorn Wine Company, which has sued for trademark infringement in a case pending in the U.S. District Court for the Northern District of California.

•Scheid Family Wines is introducing its Monterey County District 7 Wines to the national stage by officially sponsoring the upcoming AT&T Pebble Beach National Pro-Am. Guests at the golf tournament, held February 3-9, will be offered tastings at the Grand Entrance and in the United Fairway Club tent at the 17th hole, where District 7 will be a featured winery. District 7’s lineup includes Sauvignon Blanc ($16 a 750-ml.), Chardonnay ($18), Pinot Noir ($20) and Cabernet Sauvignon ($20)—all sourced from the Monterey AVA and now available nationally.

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