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

News Briefs for February 10, 2020

February 10, 2020

•Hennessy Cognac has announced a multi-year marketing partnership under which it will become the official spirits brand of the NBA, Women’s National Basketball Association (WNBA), NBA G League, and USA Basketball. Terms weren’t disclosed. The partnership will tip off this month at the NBA All-Star Game in Chicago. Hennessy replaces Jack Daniel’s as the NBA’s official spirits sponsor. According to Impact Databank, Hennessy increased an estimated 6% to 3.9 million cases in the U.S. last year, while advancing by 5.5% globally, to 8.2 million cases.

•Proximo Spirits and country music stars Jason Aldean and Florida Georgia Line have teamed up to create Wolf Moon Bourbon. The 40% abv whiskey is distilled from grain sourced from the Midwest and bottled after 4 years of aging in Lawrenceburg, Indiana. This is the second whiskey released by Florida Georgia Line members Brian Kelley and Tyler Hubbard, following 2016’s Old Camp Whiskey, also part of the Proximo portfolio. Wolf Moon is currently available in select markets and is rolling out nationally soon for a suggested price of $24 a 750-ml.

•How big is Burgundy? The answer is more complicated than you might think, and it will soon change. The Institut National des Appellations d’Origine (INAO), the governing body of France’s appellation system, is seeking a solution to satisfy producers in Beaujolais and the areas surrounding Chablis by delimiting areas that will allow Chardonnay and Pinot Noir to use the Bourgogne appellation. As with most changes to the French appellation system, the debate is rife with competing personalities and politics. Wine Spectator has the full story.

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