News Briefs for July 9, 2014July 9, 2014
•Campari America’s Skyy vodka has unveiled a new U.S. campaign entitled “West of Expected.” Developed by San Francisco-based Venables Bell & Partners, the push centers around a series of TV spots inviting consumers to rethink nightlife conventions. The ads, which begin running nationwide this week, will be joined by out-of-home initiatives in key markets such as New York, Chicago, Los Angeles, San Francisco and Las Vegas, among others. Concurrently, Skyy is releasing Electrifyy, a new limited-edition package designed specifically for bottle service. Available only on-premise from July through September, Skyy Electrifyy features a graphic LED label that moves to the beat of music. Last year, Skyy vodka rose 1.6% to 2.9 million cases in the U.S., according to Impact Databank.
•Lucas Bols USA has launched its Bols Watermelon liqueur in the U.S. Previously available in Europe, the extension is targeted largely toward the cocktail occasion, for use in watermelon Spritzers and Martinis, among other drinks. Bols Watermelon is currently available across U.S. trade channels in a 1-liter format. The liqueur’s U.S. debut comes on the heels of Lucas Bols USA’s launch of Bols Elderflower in February, and brings the brand’s lineup to around 35 flavored liqueurs.
•Symington Family Estates is releasing a new Special Edition Six Grapes Old Vines Port from W.&J. Graham that pays homage to the Six Grapes label classification that made the wine famous. The Six Grapes symbol originated in the 19th century as the code that W.&J. Graham used to identify the barrels containing the very best wines made at each harvest. The new special edition was created by winemakers at W.&J. Graham, Charles Symington and Henry Shotton, from the oldest vines on Graham’s five Quintas, and commemorates the Six Grapes classification. Beginning this fall, the wine will be available in limited quantities at around $40 a bottle.
•New York-based wine and spirits delivery service Thirstie has partnered with southern Florida retailers for expansion into the Miami market, becoming the first app offering the service to the area, the company says. Thirstie works with local retailers to curate the products offered and promises delivery within an hour. Already present in New York City, Chicago and Los Angeles, Thirstie can be accessed through its website in addition to iOS and Android platforms. Founder and CEO Devaraj Southworth told SND earlier this year that the company is planning service in at least 10 markets by the end of the year.Subscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.