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News Briefs for July 30, 2021

July 30, 2021

•Diageo has announced a new, highly limited expression for Tequila Don Julio. The new release, Primavera, begins as Don Julio Reposado before aging for an additional period in orange wine casks. Don Julio Primavera is bottled at 40% abv and only 15,000 cases will be available this year at a suggested retail price of $99 a bottle. Though the release is quite limited for now, Diageo says that Primavera will return in spring 2022. For its fiscal year ended in June, Diageo reported that Don Julio was up 69% in the U.S.

•Caleb Ganzer, wine director and co-owner of the popular New York City restaurant La Compagnie des Vins Surnaturels, has been arrested and charged with arson for allegedly setting fire to garbage and to outdoor dining structures outside other restaurants in lower Manhattan in three separate incidents this year. The Manhattan District Attorney’s Office has charged Ganzer with two counts of arson, two counts of criminal mischief and three counts of reckless endangerment. Wine Spectator has the full story.

•Stags’ Leap Winery, part of the Treasury Wine Estates portfolio, has unveiled a new “Take the Leap” campaign across multiple platforms, including web augmented reality, streaming, and social media. The creative draws inspiration from Stags’ Leap’s stag logo, “paying homage to the animal’s roots as a natural explorer that cannot be confined,” according to the company. Consumers scan the QR code on Stags’ Leap Winery’s website, social media accounts, and in store point-of-sale build outs, then scan any Stags’ Leap wine label to bring the creative to life. They can also interact with the campaign by choosing their own adventure via interactive Hulu commercials.

•Danny Meyer will require indoor diners to show proof of vaccination at his Union Square Hospitality Group (USHG) restaurants moving forward. Meyer made the announcement on CNBC yesterday, saying, “I feel strong responsibility, on our part as business leaders, to take care of our team and our guests, and that’s what we’re doing.” He added that the vast majority of USHG employees are already vaccinated, and the company has offered its team members eight hours of pay to get the shots.

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