News Briefs for May 1, 2019May 1, 2019
•Acker auction house will host its first spirits auction on May 11 at the Grand Hyatt in Hong Kong, where attendees will bid on rare whiskies and Cognacs. The whiskies available date from 1928 onward, including several spirits produced during World War II. Some of the Cognacs up for auction are even older, with the oldest dating back to 1858. Pappy Van Winkle, The Macallan, Hennessy, and Hine, among others, will have spirits up for bidding. Absentee bidding will be available through the company’s online portal AckerLive as well as traditional methods.
•Brown-Forman has released “We’re Jack Daniel’s,” a new TV spot backing the company’s core Tennessee Whiskey. The adexpands Jack Daniel’s prior Lynchburg-focused campaign by bringing the distillery, its employees, and the brand’s fans together in one commercial. The ad, created by Boston’s Arnold Worldwide, will debut during the NBA Playoffs on ABC, TNT, TBS, and NBATV, and will continue to run on those networks following the championship. Last year, the core Jack Daniel’s depleted 5.25 million cases in the U.S., according to Impact Databank.
•WhistlePig is expanding its partnership with Republic National Distributing Co. (RNDC). The two companies will now be linked in North Dakota, South Dakota, Nebraska, and New Mexico, joining Kentucky, Oklahoma, and Michigan. WhistlePig CEO Jeff Kozak said the company will lead with its core range of 10-, 12-, and 15-year-old super-premium rye whiskies in the new markets. WhistlePig also recently announced the release of 6-year-old PiggyBack Rye. Bottled at 96.6 proof, PiggyBack retails at $50 a 750-ml.
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