News Briefs for May 26, 2017May 26, 2017
•William Grant & Sons’ Reyka vodka brand has unveiled its first TV ad campaign, targeting the Portland, Oregon market. Titled “Made of Iceland,” the initiative centers on four 15-second spots, which are slated to run on broadcast and cable networks through August. The ads will be backed by a range of other promotional activities this summer in Portland, which Grant has identified as an opportunity market for Reyka. Reyka has grown by more than 25% annually in the U.S. since 2012, surpassing 100,000 nine-liter cases last year. William Grant & Sons North America president and managing director Jonathan Yusen recently told SND, “We’re seeing renewed interest within the vodka category—both on- and off-premise—roughly around the price tier that Reyka plays in ($24), and among brands that have a great story to tell.”
•Precept Wine’s Browne Family Vineyards has linked with country music group Little Big Town to debut Washington wine brand 4 Cellars. Launching June 1, the new range will be available online via a 4 Cellars wine club, and will also be served at select Tennessee on-premise establishments. The brand will initially feature a Chardonnay and red blend sourced from the Columbia Valley.
•Beverage alcohol delivery provider Drizly has entered the Phoenix market. Starting this week, Drizly is partnering with retailers Lucky’s Liquor, Gary’s Liquor and Chandler Liquors to offer $5 on-demand delivery across Phoenix’s Glendale, Peoria, Scottsdale, Tempe, Mesa, Gilbert and Chandler neighborhoods. In-store pick-up is also available free of charge. The Wine & Spirits Wholesalers of America holds a minority stake in Drizly, which currently operates in more than 40 markets throughout the U.S. and Canada.
•Napa Valley’s Grgich Hills Estate is shaking up its distributor profile in the New York and Florida markets. Effective July 1, Grgich Hills will be handled by Wilson Daniels Wholesale in New York and by Johnson Brothers and Opici Distributing in Florida. Grgich has previously been part of the Southern Glazer’s fine wine portfolio in both markets. Grgich is known for estate-grown wines sourced from its five certified-organic vineyards in the Napa Valley.Subscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.