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News Briefs for June 3, 2021

June 3, 2021

•Gentleman Jack is being backed with a new global ad called “Milestones,” part of the larger “Make It Count” campaign behind the Jack Daniel’s family of brands. The ad’s message encourages consumers to celebrate the personal, everyday milestones in life in addition to more conventional ones. Created by Chicago-based creative agency Energy BBDO, the 30-second spot will run on television, social media, and online video in the U.S., U.K., Australia, and Germany. Gentleman Jack recently earned accolades as an Impact “Hot Brand,” with U.S. volume up 17% to 489,000 cases last year.

•Shoreham, Vermont-based ultra-luxury rye whiskey producer WhistlePig is releasing two new expressions from the WhistlePig Farm. Following in the footsteps of WhistlePig’s FarmStock Rye Crop series, released between 2017 and 2019, the new offerings are FarmStock Beyond Bonded Rye and Beyond Bonded Bourbon. Both expressions meet bottled-in-bond standards and are bottled from single barrels in a fully traceable journey from farm to finish. The oldest barrel involved was aged for four years and eight months. Both Beyond Bonded Rye and Bourbon were bottled at 100.1 proof and will be available across the U.S. this month for a suggested $100 a 750-ml. Moët Hennessy took a minority stake in WhistlePig last December.

•Napa-based importer and marketer Quintessential is relaunching the Atlas Peak brand. The winery’s initial offerings include Atlas Peak AVA Cabernet Sauvignon 2018 ($80) and Atlas Peak Napa Cabernet Sauvignon 2018 ($50), debuting this month in limited quantities. Quintessential acquired Atlas Peak last year from Accolade Wines for an undisclosed sum. The deal also included the Geyser Peak, XYZin, and Outlot labels, with the acquired brands totaling about 160,000 cases.

•Anheuser-Busch has partnered with the White House to encourage Americans to receive the Covid-19 vaccine. As part of the company’s Let’s Grab a Beer initiative, AB InBev will offer a giveaway when the U.S. reaches the goal set by President Biden of 70% of adults partially vaccinated before July 4. Once that milestone is reached consumers will have one week to enter to win a free round of beer, seltzer, or other Anheuser product by uploading a photo of themselves at their favorite place to grab a beer—whether on- or off-premise—to Mycooler.com/beer.

•Oregon-based Dobbes Family Estate and Wine By Joe have named Sarah Pearson as CEO. She was previously vice president of sales and marketing. Prior to her move to Oregon in 2018, Pearson was marketing director at 3 Badge Beverage, and before that she was director of marketing for Hess Family Wine Estates in Napa. Dobbes Family Estate and Wine By Joe are part of the Bacchus Capital Management portfolio, along with DeLille Cellars, Madrigal Family Winery, Maritime Wine Trading Collective, Panther Creek Cellars, and Sbragia Family Vineyards.

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