Exclusive news and research on the wine, spirits and beer business

News Briefs for May 22, 2019

May 22, 2019

•Constellation Brands has partnered with the PGA to make Meiomi the official wine of the PGA Tour. The multi-year marketing agreement will bring Meiomi to each stop on the PGA Tour, where guests will be able to learn about the brand, taste samples, and purchase bottles. Meiomi will launch digital ads to support the Tour and will host a retail sweepstakes to award a trip for four to play a round of golf at TPC Sawgrass. Last year, Meiomi was up 5.8% to 1.27 million cases in the U.S., according to Impact Databank.

•Martell Cognac has introduced an interactive visitor experience at its Gâtebourse site in Cognac. The experience offers visitors three themes— Heritage, Savoir-Faire, and Part des Anges—with each exploring different a perspective on the brand. The Heritage pathway focuses on Martell’s tradition and history, the Savoir-Faire angle allows visitors to interact with those who produce the liquid itself, and Part des Anges is billed as “a multi-sensory pathway” with interactive installations that lets consumers experience Martell in novel ways. “Martell The Journey” will be open from May 2-October 31 and costs €20 ($22) a person. The brand is part of the Pernod Ricard portfolio.

•The closing of Constellation’s $1.7 billion sale of more than 30 lower-priced wine and spirits brands to E.&J. Gallo could be delayed until the second half of this year, because the Federal Trade Commission (FTC) has requested more information and documentary material on the deal. The acquisition was initially expected to close by the end of May. “On May 17, we received a communication from the FTC requesting additional information,” Gallo said in a statement. “We are working diligently to respond to the request. We now anticipate that the transaction will close in the second half of the calendar year. We are strongly committed to working toward close as soon as possible.”

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