News Briefs for April 22, 2019April 22, 2019
•Absolut has unveiled a new “Planet Earth’s Favorite Vodka” campaign, focused on sustainability efforts. The push will see Pernod launch a digital hub devoted to environmental concerns, undertake a series of large-scale clean-up and recycling events across 41 cities, and donate $50,000 to the Plastic Pollution Coalition to reduce waste in New York. The campaign, which also features interactive billboard ads in Los Angeles, is intended to highlight Absolut’s environmentally conscious production process, and help restore momentum for the brand, which was down 6.4% to 3.6 million cases in the U.S. last year, according to Impact Databank.
•Boston Massachusetts-based Latitude Beverage has added four new French wines to its portfolio. The company has launched Lot 167, a Bourgogne Aligoté; Lot 168, a Chardonnay from Auxey-Duresses in the Côte du Beaune; Lot 170, a Muscadet from the Loire Valley; and Lot 171, a Pouilly-Fumé. These four releases are now available across Latitude’s distribution footprint. Next month, the company will debut an organic rosé sourced from France’s Languedoc region.
•Republic National Distributing Company has appointed Chip Stevens as executive vice president for the state of Virginia. Stevens has worked in the beverage alcohol industry since the mid-1990s, starting as a spirits sales representative with NDC Georgia. From there he advanced to district, area, and division management positions. Most recently, Stevens served as vice president of wine for NDC Georgia.
•A-B InBev has introduced its new Budweiser Discovery Reserve American Red Lager, a limited edition beer that celebrates the 50th anniversary of the Apollo 11 lunar landing. Brewed with Voyager barley malt, the beer was inspired by an archival recipe for Budweiser from the Apollo 11 era. The bottle features 11 stars to represent the historic Apollo 11 mission and two different bottle caps recalling the Moon and pointing toward Mars as a future destination. Discovery Reserve is part of Budweiser’s Reserve Collection, and follows Reserve Copper Lager and Freedom Reserve. It will be available through September.
•Stupendous Cellars has launched its newest brand, Devil’s Advocate, in the company’s 23-state distribution territory. Devil’s Advocate is priced at $13 a 750-ml. and sourced from California. The initial range comprises a Cabernet Sauvignon, a Sauvignon Blanc, and a Pinot Noir. The launch coincides with Stupendous Cellars’ expansion into the Northeast through Crush Distributing and Valley Distributors in Maine, Calmont Beverage in Vermont, Crush Distributing in New Hampshire, and Ruby Wines in Massachusetts. Stupendous Cellars is a division of wine shipper Penrose Hill.Subscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.