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News Briefs for May 21, 2014

May 21, 2014

•Diageo’s Captain Morgan rum has introduced a new limited edition. Rolling out this month, Captain Morgan 1671 Commemorative Blend Spiced Rum pays tribute to privateer and brand namesake Captain Henry Morgan, who raided and captured Panama City’s Fort San Lorenzo in 1671. The 35%-abv offering features a blend of spices and is finished in Spanish oak. Captain Morgan 1671 Commemorative Blend Spiced Rum will be available nationwide, priced at $19.99 a 750-ml. Captain Morgan, which also added a new white rum ($15.99) earlier this year, grew U.S. volume 0.9% to 6.4 million cases in 2013, according to Impact Databank.

•Moët Hennessy USA has partnered with artist Shepard Fairey to release the fourth edition of its Limited Edition Hennessy V.S. label. This year’s Hennessy V.S. Limited Edition bottle design features Fairey’s trademark color palette and iconography, including the artist’s signature star icon and “Obey” imagery. Each individually-numbered bottle will retail for $32 a 750-ml. Additionally, Hennessy V.S. Limited Edition Deluxe sets ($150) are slated to launch in July, comprising two new and distinct 750-ml. bottles designed by Fairey. Previous iterations of Hennessy’s Limited Edition V.S. Cognac have featured designs from contemporary artists such as Kaws, Futura and Os Gemeos.

•Italy’s Gruppo Mezzacorona is launching Cliffhanger Vineyards wines nationwide beginning in June through U.S. subsidiary Prestige Wine Imports. The wines are sourced from vineyard plots on slopes and ledges in the Dolomite Mountains in Trentino, Italy. Cliffhanger’s Pinot Grigio is 13%-abv and will retail for $12.99 a bottle, while the Proprietary Red Blend made of 70% Teroldego and 30% Lagrein grapes is at 13%-abv and retails at $13.99. Gruppo Mezzacorona, with more than 1 million cases in annual U.S. sales, told SND earlier this year it plans to reinvest heavily in U.S. marketing in 2014 and anticipates a double-digit sales increase.

•MW Imports is debuting a new Soave wine, Rocca Sveva Castelcerino Soave Superiore DOCG. Retailing at $20 a bottle, the new entry is sourced from Castelcerino cru, a cluster of vineyards located more than 1,000 feet above sea level about five miles from Soave. Rocca Sveva’s existing range comprises a Soave Classico DOC, a Valpolicella Ripasso Superiore DOC and an Amarone della Valpolicella DOCG. MW Imports is an affiliate of Mionetto USA.

•Rémy Cointreau USA is backing its clear Rémy Martin V eau-de-vie brand with a new ad campaign, titled “V Fabulous.” The push, beginning June 1, will include print, digital and out-of-home executions on the national and local level along with radio and television spots. Rémy says that V, which debuted three years ago and retails at $40, is making inroads as a trade-up opportunity within the ultra-premium white spirits category.

•Heineken USA is releasing an updated Beers of Mexico variety pack aimed at LDA Millennials this summer. The 12-packs of bottles or cans will feature Dos Equis Lager, Tecate, Sol and Dos Equis Azul, a blend of wheat lager and blue agave. Heineken’s Beers of Mexico summer program will run from June 1 through August 31. Dos Equis Lager earned 2013 “Hot Brand” honors, with 18% volume growth for the year to 16.3 million (2.25-gallon) cases in the U.S.

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