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

News Briefs for October 19, 2020

October 19, 2020

•Diageo has launched a new ad campaign for Don Julio, honoring brand founder Don Julio González. The new initiative, titled “A Life Devoted to Tequila Making,” launched in the U.S. last week and will expand globally in the future. The campaign was created by Anomaly New York and features videos and stills across social and digital platforms, including Hulu and YouTube. To celebrate the launch of the campaign, Don Julio is donating $25,000 in González’s honor to the Restaurant Workers’ Community Fund. Last year, Don Julio crossed 900,000 cases in the U.S., according to Impact Databank.

•Compass Box has announced the Peat Monster Arcana, the latest whisky celebrating the company’s 20th anniversary. The 46% abv whisky is made from a base of cask strength Peat Monster that aged for an additional two years before blending with malt whiskies from the Talisker, Miltonduff, and Ardbeg distilleries. The Peat Monster Arcana is rolling out this month in limited quantities across the U.S.; only 3,900 bottles will be available for a suggested price of $95 a 750-ml. This is the third celebratory whisky the company has released for its 20th anniversary, following Hedonism Felicitas and Rogues’ Banquet.

•Elenita, a new brand of sparkling mezcal cocktails, is debuting across California. The 5% abv range includes Cucumber Lime Basil and Pineapple Jalapeno offerings and retails at $36 an eight-pack of 12-ounce cans on the company’s website. In addition to online, Elenita is available at select Total Wine and BevMo outlets among other on- and off-premise locations. The brand’s mezcal base is made from 100%-Espadin agave and distilled in Oaxaca.

•Amber Beverage Group is launching Kah Tequila in Canada. Produced Amber’s Fabrica de Tequilas Finos distillery in Jalisco, Mexico, Kah is named after an ancient Mayan language word for “life.” The product range features three expressions—Blanco, Reposado, and Añejo—all of which are made from 100% hand-selected blue agave. Mark Anthony Group will distribute Kah Tequila in Canada.

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