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

News Briefs for May 30, 2014

May 30, 2014

•California wine producer Shannon Ridge Family of Wines is releasing a new red blend for its Playtime Wines label ahead of the summer season. Playtime Wines Red Blend is a Lake County-sourced combination of Zinfandel with small amounts of Grenache, Petit Verdot and Barbera and retails for $12.99 a bottle. Playtime, whose label art is a throwback to the era when posters of pin-up stars adorned various World War II aircraft, is available now in major retail markets at grocery and liquor stores. The company says Playtime “Blonde” Chardonnay and Playtime “Strawberry Blonde” dry rosé wines will soon follow the red blend.

Heaven Hill Distilleries is launching a new multi-million dollar marketing campaign to promote its fast-growing Burnett’s vodka range under the tagline “More fun with every flavor.” Highlighting the brand’s festive appeal, the fully integrated, multi-platform campaign includes national print and digital advertising, on- and off-premise programming, digital marketing and social media programs. Print advertising will run in Cosmopolitan, US Weekly, People Country and OK!, and the digital campaign will include Break.com, Thechive.com, Facebook, Tumblr and a mobile app. For retail and on-premise marketing, the program will include large-scale display materials and seasonal items. An Impact 2013 “Hot Brand,” the Burnett’s vodka line, which includes 37 flavors retailing for around $10 a 750-ml., rose 15% last year to 2.35 million nine-liter cases in the U.S.

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