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News Briefs for March 26, 2021

March 26, 2021

•Michter’s parent company Chatham Imports and a consortium led by Eduardo and Julio Mestre have partnered on global trademark rights to Los Siete Misterios mezcal. The 50/50 partnership names Chatham as the brand’s sales and marketing agent for all markets outside of Mexico, where the Mestres will retain production and sales control. In addition, Chatham will make an equity investment in the brand, allowing the Mestres to expand production capacity, and will also improve the brand’s route to market in the U.S. Financial details were not disclosed.

•Highland Park, part of the Edrington portfolio, has unveiled a new ultra-luxury single malt. The new Highland Park 50-year-old was selected from nine refill casks originally laid down in 1968, married together in 2008, then re-racked into a handful of first-fill Sherry seasoned oak casks. Then, after a further 12 years of maturation, one of these limited casks was selected and married with a small quantity of the whisky from the last 50-year-old released by the Orkney-based distillery. Bottled at 43.8% abv and retailing at $30,000 a bottle, Highland Park 50-year-old is an extremely limited release of 274 bottles each signed by master whisky maker Gordon Motion.

•Beam Suntory is targeting the Tequila-based RTD market with Hornitos Tequila Seltzer. The 5% abv cocktails are rolling out now in select markets and come in two flavors, lime and mango. The RTDs are made with Hornitos Plata Tequila and other natural ingredients and do not contain artificial sweeteners. Four-packs of Hornitos Tequila Seltzer will retail for around $12 and will reach national distribution by this summer.

•Miami, Florida-based Tropical Distillers has partnered with twin former NFL players Mike and Maurkice Pouncey to promote its J.F. Haden’s Mango Liqueur. The collaboration will see the Pouncey brothers participating in overall brand direction, personal appearances, fan meet and greets, design of a new 10,000-square-foot distillery in Miami, and other special promotions and events. The Pouncey brothers both attended the University of Florida and Mike played for the Miami Dolphins from 2011 to 2017. Launched in October 2019, J.F. Haden’s is at 20% abv and is available in Florida, New York, New Jersey, and Nevada for a suggested $30 a 750-ml. Expansion to six additional markets is planned for this year.

•Stoli Group has named Doug Altmeyer as global brand leader, agave brands. Altmeyer will boost and develop Stoli’s Tequila and mezcal brands, including Villa One, the collaborative Tequila created by Stoli, Nick Jonas, and John Varvatos. Beyond Villa One, Altmeyer will be responsible for Kah Tequila and Se Busca mezcal. Altmeyer was most recently a global marketing director at Treasury Wine Estates where he helped launch that company’s successful 19 Crimes brand. Prior to Treasury, Altmeyer held management roles at Pernod Ricard USA and Anheuser-Busch, among other companies.

•Oakland, California’s Absinthia Bottled Spirits has launched Absinthia Verte, the brand’s second release following Absinthia Blanche. The absinthe is made from California grapes and distilled with wormwood, star anise, fennel seed, and coriander seed, plus Roman wormwood, anise hyssop, and lemon balm to give the Verte its green color. The spirit is bottled at 55% abv and retails for $45 a 375-ml. Absinthia Verte (and its sibling, Blanche) are available on the brand’s website and in key markets across the U.S.

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