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

News Briefs for March 2, 2015

March 2, 2015

•Diageo’s Cîroc vodka has launched a new campaign on Instagram, making it the first alcohol brand to launch paid-for advertising on the social media platform, according to news reports. An extension of the brand’s “Cîroc On Arrival” campaign, the six-week initiative will  include a collection of 15-second videos and several animated gifs, and is projected to reach more than 1.24 million Instagram users. The campaign will initially run in the U.K. The Cîroc On Arrival push, which launched worldwide in December, features a partnership with photographer Mario Testino that focuses on notable celebrities. Last year, Cîroc was up 8.3% to 2.6 million cases worldwide, according to Impact Databank.

•Bardstown Barrel Selection, Inc. has extended its Redemption Rye brand with the release of a limited-edition 10-year-old ($180). The 55%-abv, barrel-proof offering follows Redemption’s six- and seven-year-old barrel-proof releases and was distilled at MGP’s distillery in Lawrenceburg, Indiana. Redemption 10-year-old Barrel Proof was created from six barrels, yielding fewer than 1,000 750-ml. bottles for distribution. With a mash bill of 95% rye, it features notes of maple, vanilla and caramel, the company says. Other current offerings from Bardstown Barrel Selection include Redemption Rye, Redemption High Rye Bourbon, Temptation Straight Bourbon, Redemption White Rye, Riverboat Rye and Cornstar White Whiskey.

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