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

News Briefs for April 30, 2014

April 30, 2014

•Bacardi Ltd. has linked with celebrity chef Jamie Oliver in a “cross-portfolio partnership” that seeks to educate home entertainers on cocktail techniques. The partnership will include the launch of a new YouTube channel, DrinksTube (to be the companion to Oliver’s FoodTube channel), for which Bacardi is the exclusive spirits sponsor. As such, the drinks giant will co-create content that features various Bacardi brand ambassadors, mixologists and bartenders, with a new cocktail segment debuting each Friday. In addition, Bacardi and Oliver will launch a new Bacardi Mixed Drinks website and app, which will include more than 400 recipes with how-to guides aimed at demystifying the cocktail experience for home bartenders.

•Stoli Group USA is looking to boost its namesake vodka brand with a campaign centered on the Moscow Mule cocktail, which includes vodka, ginger beer and lime served in a copper mug. In line with the effort, Stoli has created its own branded ginger beer, which is rolling out to both the on- and off-premise in four-packs that will retail at $5.99. Stoli’s Moscow Mule campaign will also see the brand host more than 330 bar events at 12 cities across the U.S.

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