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

News Briefs for September 22, 2021

September 22, 2021

•Constellation Brands is moving its headquarters from Victor, New York to downtown Rochester’s Aqueduct Building, according to local reports. The company is expected to make a formal announcement today for the move, which reports say is slated to occur by spring of 2024 and see as many as 350 Constellation employees transition to the site. Located on Broad Street along the Genesee River, the Aqueduct Building is owned by an investment team in which Constellation chairman Rob Sands is a minority member, according to the Rochester Democrat & Chronicle, and offers room for expansion in the years ahead. In an email to employees yesterday Constellation reportedly cited the opportunity to move into a centralized work space and recruit from a broad and diverse talent pool as driving the choice of location.

•Bacardi has kicked off two new advertising campaigns for the company’s spiced rum, coming a year after the spirit was relaunched. The two-pronged approach includes a social media campaign, “Captains Choose Bacardi Spiced,” and a digital spot called “Domino.” The social media campaign features cast members from Bravo’s Below Deck yacht-themed reality show encouraging consumers to try Bacardi Spiced. The brand’s “Domino” ad was created by BBDO and will run on Instagram, Facebook, and YouTube in North America and Western Europe.

•Edrington has added a new 30-year-old whisky to The Macallan’s Double Cask line. The 43% abv single malt is blended from whiskies matured in Sherry-seasoned casks made from European oak sourced from France and Spain, and American oak from Ohio, Missouri, and Kentucky. The company has teamed up with photographer Erik Madigan Heck to capture the spirit of the whisky in a series of photos tied to the release. The Macallan Double Cask 30-Year-Old is packed in a presentation box and is rolling out now around the world for a suggested price of $4,000 a 750-ml.

•Maker’s Mark has debuted its newest limited edition bourbon, Maker’s Mark Wood Finishing Series 2021 Limited Release: FAE-02. Retailing at $60, the new offering was bottled at 109.1 proof. FAE-02 was made by finishing fully-matured, cask strength Maker’s Mark in secondary barrels fitted with double-heat-treated virgin French Oak barrel staves that undergo an infrared exposure prior to a flame toast finish. Part of the Beam Suntory portfolio, Maker’s has U.S. volume of approximately 2 million cases, including its Maker’s 46 offshoot.

•B2B e-commerce platform Provi has raised $100 million through two rounds of funding, including $75 million in series C funding, valuing the company at $750 million, and $25 million in series B funding. Provi’s digital marketplace currently serves about 10% of the bars and restaurants in the U.S., according to the company, which is aligned with top distributors including Breakthru and Empire Merchants. Additionally, Nilam Ganenthiran, part of the series C funding round and former president of Instacart, has been appointed to Provi’s board of directors.

•Vintage Wine Estates has named Russell Joy as COO, effective November 1. He succeeds Jeff Nicholson, who is retiring from the company. A two-decade wine industry veteran, Joy was most recently general manager of Napa Wine Company, and prior to that was vice president of California operations for Ste. Michelle Wine Estates.

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