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News Briefs for May 24, 2016

May 24, 2016

•Pernod Ricard is launching a new campaign behind its upscale Absolut Elyx vodka. Running under the tagline “Skål” (meaning cheers), the initiative pays homage to the brand’s Swedish heritage. The campaign invites consumers to share their own toasts through pictures and captions on social media. The first iteration of the “Skål” push is “Here’s To True Luxury Vodka,” which launches through digital video and social media channels this week and will extend to print and out-of-home later this year.

•Bacardi is extending its flagship rum brand with two new flavors, Grapefruit and Raspberry, ahead of the summer season. Bacardi Grapefruit is a white rum infused with pink grapefruit flavors, while the Raspberry offering is made with citrus raspberry flavors. Both new entries retail at about $13 a 750-ml. Bacardi says it will promote its Grapefruit and Raspberry flavor launches with punch recipes geared toward the summer party occasion.

•Guarachi Wine Partners has unveiled King Malbec, a new Argentine Malbec brand targeted toward millennial consumers. Produced by Bodega Norton, the new label is 100% Malbec and sourced from Mendoza. King Malbec is currently rolling out nationwide, retailing at $12 a 750-ml. Along with King Malbec and the core Bodega Norton range, Guarachi Wine Parters also handles the Black Ink, Brun Estate, Castillo de Monseran, Nobilissima, Santa Ema and Tensley Wines brands, among others.

•Frederick Wildman & Sons will debut three new gins this year under the Edinburgh Gin brand from Spencerfield Spirits. Launching now is Edinburgh Cannonball Navy Strength, a 114-proof gin retailing at $49. This summer a Seaside gin, characterized by native Scottish botanicals foraged from the coastline, will follow. And in the final quarter of the year, Wildman will add an Edinburgh Christmas gin, infused with nutmeg, frankincense and myrrh. The Seaside and Christmas gins are both 86 proof and will retail at $40.

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