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News Briefs for October 28, 2019

October 28, 2019

•RumChata has launched a new marketing campaign running across TV and print channels. Titled “You Get A Gold Cap,” the ads debuted last night during Sunday Night Football and feature the “RumChata Fairy” giving gold caps to consumers for completely mundane, day-to-day tasks. The ad will also air during NBC’s Christmas at Rockefeller Center, the finale of the Voice, and during ABC’s Country Music Awards, among other venues. After a strong growth run, RumChata has slowed some lately, slipping 7% to 465,000 cases in the U.S. last year, according to Impact Databank.

•Champagne Beau Joie has been named the official Champagne of The Breeders Cup, to be held November 1-2 at Arcadia, California’s Santa Anita Park. Under the agreement, Beau Joie will be served at Santa Anita over the race weekend and featured at other Breeders Cup events. A zero-dosage Champagne, Beau Joie is imported by Las Vegas-based Toast Spirits. The Breeders Cup partnership closely follows Beau Joie’s multi-year deal to become the official Champagne of the NHL’s Las Vegas Golden Knights.

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