News Briefs for September 2, 2014September 2, 2014
•Campari America’s Wild Turkey Bourbon brand has launched a new campaign in support of its American Honey liqueur offshoot. Running under the tagline “Bad News for Boring,” the initiative is targeted toward LDA Millennials and will feature digital, social and out-of-home components. The campaign’s digital content includes a collection of three videos, which are currently available for viewing on Hulu, ESPN and Funny or Die, as well as partnerships with websites such as BuzzFeed and The Chive. An Impact “Hot Brand,” Wild Turkey American Honey grew 18% to reach 335,000 cases in the U.S. last year, according to Impact Databank.
•Edrington Americas, known for its Scotch whisky portfolio, has entered the vodka segment with the launch of Snow Leopard, a super-premium brand. Made and bottled in Poland, Snow Leopard is produced from spelt grain and distilled six times. Retailing at $34.99 a 750-ml. bottle, it’s currently available in top markets including New York, Miami, Dallas, San Francisco, Chicago, Seattle, Baltimore and Washington, D.C. Edrington acquired Snow Leopard in late 2012 and, in addition to the U.S., the brand is present in London and pockets of Europe. Its profits support efforts to save the endangered snow leopard in Mongolia and Tibet.
•A new Irish whiskey producer, Dublin Whiskey Co., is investing £10 million ($16.6m) to develop a 300-year-old site on Mill Street in the city’s Liberties section as a distillery and visitors center, with work starting in early 2015. Expected to be ready for whiskey production by late next year, Dublin Whiskey Co. will create a range of single malt and Irish pot still whiskies, with a capacity of 2 million bottles annually. The company is led by entrepreneur Marie Byrne as managing director, with global whisk(e)y consultant Dr. Jim Swan enlisted to assist in the development of the product line.Subscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.