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

News Briefs for September 22, 2016

September 22, 2016

•Heaven Hill Brands’ Evan Williams Bourbon has partnered with Major League Baseball (MLB) to serve as a sponsor of the 2016 World Series. The agreement includes a presenting sponsorship of MLB Network’s MLBTonight television program, as well as a co-branded television ad running across networks such as ESPN, FS1 and MLB Network, among others. The sponsorship will also be supported by digital and traditional media efforts, retail displays and a national sweepstakes. The move marks the Bourbon brand’s largest-ever sponsorship program. Evan Williams surpassed the 2-million-case mark on 15% growth in the U.S. last year, according to Impact Databank.

•The Pennsylvania Liquor Control Board (PLCB) has named 37-year agency veteran Charlie Mooney as executive director, effective November 5. Mooney, who is currently the agency’s COO, replaces John Metzger, who is retiring. Mooney will be responsible for directing the administrative and business operations of the agency and managing the executive team. In its fiscal year through June, the PLCB’s retail sales rose 4% to $2.43 billion, while net income grew 24% to $104 million.

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