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

News Briefs for August 20, 2021

August 20, 2021

•Irish whiskey brand The Sexton, part of the Proximo Spirits range, has partnered with AMC Networks as the official whiskey of the final season of The Walking Dead series. A new television spot for the brand specific to the hit zombie show will run during each of the first eight episodes, produced by creative agency Dead As We Know It and bringing a message about the brevity of human life and the need to relish the joys of living while we can. The partnership also includes retail activations that will allow consumers to unlock exclusive series content featuring cast members like Norman Reedus and Jeffrey Dean Morgan. The multi-channel deal will extend through all three of the eight-episode sections that will make up the long-running show’s eleventh, and last, season. The Sexton depleted 19,000 cases last year, according to Impact Databank.

•Minnesota’s Prestige Beverage Group has launched a new ad campaign for Windsor Canadian whisky, “Enjoy It Out There.” The campaign, created with Minneapolis-based creative agency Fast Horse, positions Windsor Canadian as the whisky for those who enjoy the outdoors. “Enjoy It Out There” will run in digital and social channels, as well as in on-premise activations and point of sale material, among other ways of reaching consumers.

•SelvaRey Rum, the Panamanian rum backed by singer Bruno Mars, has signed on with RNDC to distribute its portfolio in 32 states across the U.S. The agreement went into effect on August 1 and gives RNDC national distribution rights for SelvaRey’s white, coconut, chocolate, and Owner’s Reserve rums. Recently, the brand debuted its first ad campaign titled “Tropical Luxury, Wherever You Are,” including SelvaRey’s first video spot.

•Los Angeles-based retail and on-premise institution Wally’s Wine & Spirits has named Phillip Dunn as wine director. Dunn was most recently wine director at Wolfgang Puck’s Spago in Beverly Hills, which has earned the Wine Spectator Grand Award for its wine program since 2010. Wally’s wine program features over 3,500 bottle selections for sale retail or to enjoy in-house. Wally’s recently opened its first location outside California, debuting a new outpost in Las Vegas.

•Volley Tequila Seltzer is expanding into additional markets. The brand launched in July 2020 across east coast markets including Massachusetts, New York, Georgia, and Florida, among others. It’s now set to enter Washington D.C., with distribution handled by Breakthru Beverage, and Kentucky, where Heidelberg Distributing will be its distribution partner, bringing it to 11 markets overall. Made with 100% blue agave Tequila, Volley Seltzer is available in four flavors—Zesty Lime, Spicy Ginger, Sharp Grapefruit, and Tropical Mango, all 5.25% abv—for $3.75 a 12-ounce can or $15 a 4-pack.

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