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News Briefs for April 4, 2018

April 4, 2018

•Diageo is relaunching Cîroc Summer Colada, a former limited edition, as a summer seasonal offering. A combination of Cîroc vodka with coconut, pineapple, and other natural flavors, Summer Colada will be available nationwide in limited quantities through the summer season. Cîroc ($31 a 750-ml.) has had an up and down path in the U.S. the past few years, rising markedly in 2016 before declining by 19% last year to 1.6 million cases. In addition to Summer Colada, Diageo has been centering its focus on Cîroc’s core unflavored vodka and its apple and peach flavors to reignite growth for the franchise.

•Jim Beam and Budweiser have collaborated on a new cross-merchandising campaign and limited-edition beer. Inspired by the “beer and a Bourbon shot,” occasion, the joint marketing push pairs the two brands together at on- and off-premise venues across the U.S., effective immediately. Additionally, Budweiser brewmasters and Jim Beam master distiller Fred Noe are set to debut Budweiser Reserve Copper Lager this September. The limited release brew—made with two-row barley and aged on Jim Beam Bourbon barrel staves—will honor the 85th anniversary of the repeal of Prohibition.

•Boston-based Latitude Beverage Company has added Italian wine brand Corte Fiore to its import stable. Produced by a group of growers within the Abruzzo and Veneto regions, Corte Fiore’s portfolio includes a rosé and Prosecco, as well as an Appassimento red wine, made with partially dried Montepulciano grapes. Latitude is launching all three Corte Fiore offerings—which are priced between $13-$15 a 750-ml.—at retail across a 15-state footprint. Latitude’s lineup also includes the 90+ Cellars, Lila, Magic Door, Mija Sangria, and Iron Side brands.

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