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

News Briefs for May 31, 2016

May 31, 2016

•Proximo Spirits has debuted a new ready-to-drink Pink Lemonade Margarita under the Jose Cuervo brand. The 19.9-proof premixed cocktail, which is launching nationally, retails at around $16 a 1.75-liter. It joins Mango, Strawberry Lime, Classic Margarita, Grapefruit Tangerine, Coconut Pineapple, Watermelon, Lime Light and White Peach (Light) cocktails in the Jose Cuervo Authentic Margaritas portfolio. The cocktail line won an Impact “Hot Brand” award after achieving 20% growth in 2015, to 1.26 million cases.

•Pernod Ricard’s Malibu rum has unveiled a new summer-focused marketing platform. Running under the tagline “Because Summer,” the initiative includes a pair of 30-second TV ads, experiential activations, on- and off-premise support and social media efforts. Malibu rum was up 4.2% to 1.9 million nine-liter cases in the U.S. last year, according to Impact Databank.

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