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

News Briefs for February 5, 2021

February 5, 2021

•Guinness is set to advertise during the Super Bowl for the first time in more than a decade with a spot featuring football legend Joe Montana. Quaker City Mercantile worked with Guinness to produce the commercial across two safe, socially distanced shoots: one with Montana at a football stadium, and the other with staff of the Open Gate Brewery in Baltimore, the U.S. home of Guinness. The Super Bowl ad follows last fall’s partnership with Notre Dame, which made Guinness an official beer of Fighting Irish alumni and fans and included a series of ads also starring Montana.

•Don Papa Rum is releasing a new expression finished in Sherry casks. Launching in April, Don Papa Sherry Cask Finish is aged four years in American oak Bourbon casks; split and finished in Fino, Pedro Ximenez, Palo Cortado, and Cream Sherry casks; and then blended and bottled at 45% abv. The resulting product, produced in the Philippines and imported by Zamora Co. USA, will be available in select retailers, priced at $70 a 750-ml. The brand was up 19% globally last year to nearly 200,000 cases.

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