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News Briefs for April 2, 2015

April 2, 2015

•Bacardi Ltd. has named Mauricio Vergara as its global category vice president of rums. Prior to the appointment, Vergara served as Bacardi’s vice president of global commercial. He has also previously held marketing roles with Coca-Cola, SABMiller and Brown-Forman. In his new position, Vergara will be responsible for developing global marketing strategy for Bacardi’s rum portfolio, which includes the company’s flagship Bacardi brand and super-premium Facundo range. He will report directly to Dima Ivanov, chief marketing officer of Bacardi and president of Bacardi Global Brands.

•E.&J. Gallo has extended New Amsterdam vodka with a new Mango flavor. Rolling out nationally, the new Mango entry retails at $15 a 750-ml., in line with the core brand. New Amsterdam, an Impact “Hot Brand,” also counts Red Berry, Peach, Citron, Coconut, Pineapple and Orange vodkas within its flavor portfolio.

•Cape Classics has aligned with Stacole Fine Wines, part of The Winebow Group, for distribution throughout Florida, effective immediately. The partnership will begin with market launches in Miami, Orlando, Palm Beach, Fort Lauderdale, Northeast Florida and Naples, and will see Stacole work with Cape Classics’ key retail partners in the state, including Walt Disney World, Whole Foods and Cost Plus World Market. The agreement marks the ninth state in which The Winebow Group distributes Cape Classics’ portfolio, which is focused mainly on South African labels, along with a more recent entry into French wines. Cape Classics’ previous Florida distributor was Transatlantic, a division of Southern Wine & Spirits.

•Flavored malt beverage brand Mike’s Hard Lemonade has unveiled Palm Breeze, a new sparkling alcohol spritz range. Targeted toward millennial female consumers, the 4.5%-abv lineup features two fruit-flavored expressions, including Palm Breeze Ruby Red Citrus and Palm Breeze Pineapple Mandarin Orange. Both entries will be available at retail in six-packs, priced at around $6.99 each. Concurrently, Mike’s is supporting Palm Breeze’s rollout with an integrated marketing campaign, with a series of events to be held in Austin, Dallas, Los Angeles, New York City, San Diego and Washington D.C., in partnership with Blo Blow Dry Bar and Gilt Groupe.

•A new ad campaign for Coors Light has been scrapped after previews of the ads at a recent meeting of MillerCoors distributors received a lukewarm response. The campaign, which was to be headlined “The Cold One,” was devised by the Chicago office of WPP’s Cavalry agency and was said to have been set in the Rocky Mountains. CMO Andy England is promising a replacement campaign by June that will support fresh packaging promoting Coors as being “born in the Rockies,” according to Advertising Age. Coors Light’s media investment last year amounted to $138 million, according to Kantar Media. England has promised an ad budget increase of as much as 35% for the summer season.

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