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

News Briefs for September 2, 2021

September 2, 2021

•Atomic Brands’ Monaco Cocktails has expanded its retail availability, partnering with Sam’s Club to feature Monaco’s variety 12-pack in over 270 Sam’s Club locations across the U.S. The 12-pack features four of Monaco’s cocktails—Sun Crush, Lime Crush, Citrus Rush, and Blue Crush—all at 9% abv and served in 12-ounce cans. While the new partnership covers Sam’s Clubs nationwide, the primary focus will be on the Florida, California, Illinois, Michigan, and Ohio markets. Last year, Monaco was up up 37% to 1.5 million cases, according to Impact Databank.

•Diageo has kicked off a new advertising campaign for Smirnoff, titled “Vodka for the People.” The new series of ads has launched with a spot featuring actor Kaley Cuoco set to Pitbull’s song “I Feel Good,” complete with custom lyrics for the campaign. “Vodka for the People” will continue this fall with NFL-focused ads starring comedian Anthony Anderson. The campaign will also feature broadcast integration and digital and social activations surrounding the NFL season.

•Austin, Texas-based Canteen Spirits has launched a new line of gin-based canned cocktails. Canteen’s Gin Spritzes come in three flavors—Blossom Gin Spritz with hibiscus and lime, Citrus Gin Spritz with lemon and cucumber, and Ruby Gin Spritz with grapefruit and rosemary—all at 5% abv and available in variety 6-packs of 12-ounce cans and as individual cans. Last year, Canteen reached 517,000 cases in the U.S., growing over 500%, according to Impact Databank. In May, Anheuser-Busch invested in Canteen Spirits through its ZX Ventures firm, including a distribution partnership with the brewer’s Beyond Beer segment.

•Mast-Jägermeister US has released “Night Lights,” a new short film tied to the brand’s #SavetheNight fundraising campaign. The short is directed by Academy Award-nominated director Zachary Heinzerling and stars musician Post Malone in a tribute to nightlife and the challenges bars and restaurants faced over the last year. Beginning in September, Jägermeister will release #SavetheNight branded bottles in select stores around the world with a portion of U.S. sales going to the National Independent Venue Association and a portion of international sales going to Jägermeister’s Meister Fund, supporting the brand’s artist-partners.

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