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

News Briefs for August 11, 2021

August 11, 2021

•Beefeater, part of the Pernod Ricard portfolio, has introduced a new look across its portfolio. The makeover includes a new bottle design with facets that highlight the brand name and facilitate pouring for bartenders. With the new 100% recyclable glass bottle, the existing plastic cap has been replaced with a premium embossed, aluminum cap and the label has moved from plastic to paper, allowing the brand to create an annual saving of more than 900,000 pounds of plastic. The new look is debuting across the range, with the exception of Beefeater 24. Beefeater was at 433,000 cases in the U.S. last year, according to Impact Databank.

•In case you missed yesterday’s news alert, Diageo has agreed to acquire Casa UM, owner of the Mezcal Union brand, for an undisclosed sum. With the move, Diageo is bolstering its mezcal portfolio, which also includes Pierde Almas, Casamigos mezcal, and Sombra. Here’s the full story.

•Atomic Brands will launch the latest extension to Monaco Cocktails later this month. The new cocktail—a Mai Tai—comes in at 9% abv and is made with light and dark rum, plus orange curaçao. It will be part of Monaco’s Craft Cocktail line, alongside the company’s Kentucky and Moscow Mules. Monaco’s Mai Tai will hit store shelves nationwide on August 30, retailing for around $2.50 or $3 per 12-ounce can. Monaco is an Impact “Hot Brand,” up 37% to 1.5 million cases last year.

•Boston Beer is partnering with PepsiCo to launch Hard Mtn Dew, a new flavored malt beverage. Boston Beer will develop and produce new the soda brand offshoot and PepsiCo has set up a new entity to sell, deliver, and merchandise the product, which is expected to hit shelves early next year. The move follows Boston Beer’s recently announced alliance with Beam Suntory, which will expand Boston Beer’s Truly Hard Seltzer into bottled spirits, and Beam Suntory’s Sauza Tequila brand into additional RTD formats.

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