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

News Briefs for March 15, 2021

March 15, 2021

•Proximo Spirits’ Bushmills has teamed up with NBA team the Boston Celtics for a new partnership that will last through the 2023 season and see the brand creating a series of activations and contests tailored to the team alongside custom TV spots. To celebrate the beginning of the partnership, Bushmills is offering to buy Massachusetts-based Celtics fans a whiskey. Through July 31, 2021, fans can purchase a Bushmills from a local bar or restaurant, upload their receipt to Bushmills’ website, and receive up to $6 back via Venmo, PayPal, or Amazon.

•The Dubliner Irish Whiskey is launching The Dubliner Beer Cask Irish Whiskey. The release was created in partnership with Massachusetts craft brewer Wachusett Brewing Company. First, the distiller shipped casks used for its Bourbon Cask Aged Irish Whiskey to Wachusett to use to create a barrel aged version of its Quinn’s Amber Ale. Then the brewer shipped back the now-beer soaked casks to Dubliner for its release. Dubliner Beer Cask is now available in Massachusetts and surrounding New England markets like Rhode Island and Connecticut.

Subscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.

Tagged : ,

Get your first look at 2020 data and 2021 projections for the wine and spirits industries. Order your 2021 Impact Databank Reports. Click here.

Previous :  Next :