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News Briefs for August 10, 2021

August 10, 2021

•El Mayor Tequila, part of the Luxco portfolio now owned by MGP Ingredients, has added a new luxury expression: El Mayor Extra Añejo Sherry Cask Aged. The 40% abv Tequila matured for 38 months in Sherry casks and was distilled from hand-selected, estate-grown agave. The new Extra Añejo retails for around $130 a 750-ml. and is a limited release with roughly 5,000 bottles allocated across the brand’s distribution footprint. The new release is the third Extra Añejo Tequila from El Mayor, joining the brand’s American oak aged version and its Rum Cask Finish Extra Añejo. El Mayor grew 32% to 33,000 cases in the U.S. last year, according to Impact Databank.

•Veuve du Vernay has launched a new extra-dry sparkling wine the in U.S., positioning it as the French counterpart to the super-popular Italian Prosecco. The new wine sits alongside Veuve du Vernay’s Brut, Rosé, and Ice releases, among other wines. The brand’s Extra Dry sparkling wine is now available across the U.S. for a suggested price of $16 a 750-ml. Veuve du Vernay was at 125,000 cases in the U.S. last year, according to Impact Databank.

•Treasury Wine Estates Americas has promoted Sarah Bakx to chief sales officer, effective immediately. Bakx joined Treasury Americas in April of last year as senior vice president of luxury sales. A 25-year industry veteran, she has also held senior sales roles with Casa Dragones, Constellation, and Fiji Water.

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