News Briefs for January 13, 2017January 13, 2017
•Beam Suntory has signed a “multi-year legacy partnership” with the Chicago Cubs that will see the company’s brands featured at the Cubs’ Wrigley Field beginning this season. Jim Beam Bourbon will have long-term naming rights to Wrigley’s new First Base Club, and Beam Suntory brands will be featured on in-game and fixed signage around the stadium, promotional giveaways throughout the baseball season and other digital and hospitality activations. Additionally, Beam Suntory has launched a Cubs-themed Maker’s Mark bottle around the Chicagoland area, and Jim Beam will debut a co-branded Cubs offering this spring.
•Treasury Wine Estates (TWE) has appointed Mark Anthony Wine & Spirits as its exclusive importer and distributor in Canada. Mark Anthony will handle TWE’s portfolio—including Beringer, Penfolds and Wolf Blass among others—in the market, with a focus on expanding Treasury’s Canadian business. Prior to the partnership, TWE operated in Canada via an in-house direct sales model. In addition to the TWE stable, Mark Anthony markets Rodney Strong, Campo Eliseo, Antinori, Louis Latour and Achaval-Ferrer, among others, throughout the Canadian market.
•Luxco has extended its Ezra Brooks Bourbon brand with a new straight rye offshoot. Rolling out nationwide this month, Ezra Brooks Straight Rye ($19-$22) is 90 proof and will be available in 750-ml. and 50-ml. formats. Straight Rye marks the fifth expression in the Ezra Brooks portfolio ($12-$27 a 750-ml.), joining its Kentucky Straight Bourbon, Seven Year Kentucky Straight Bourbon, Bourbon Cream and Blended Whiskey. The range currently sells more than 200,000 cases in the U.S., according to Impact Databank.Subscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.