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News Briefs for October 18, 2021

October 18, 2021

•Infinium Spirits is launching two new expressions under the Zaya rum brand, Cocobana (40% abv) and Alta Fuerza (57.5% abv), retailing at $30 and $40 respectively. Both are blends of aged rums, with Alta Fuerza, meaning “High Force,” being the overproof variant. Infinium vice president of marketing Marcel Durand cited the growth of “the premium, super premium, and ultra premium rum categories aided by the rising popularity of craft rum cocktails, as well as dedicated rum bars,” in announcing the launch.

•Clase Azul Spirits is introducing a new multi-year Día de Muertos series of limited editions called Nuestros Recuerdos (“Our Memories”), which will feature one release per year from now through Fall of 2025. The first installment in the Nuestros Recuerdos series is a single-estate agave Tequila called Sabores (“flavors”). Inspired by the holiday’s gastronomical traditions, Sabores debuts today, with 5,000 decanters available worldwide, priced at $750 each. Future editions in the series will include offerings titled Aromas (“scents”), Colores (“colors”), Música (“music”), and Recuerdos (“memories”).

•Fetzer has announced a new Thanksgiving campaign ahead of the brand’s key selling period. Developed with creative and media agency Cutwater, Fetzer’s “Here’s to #Friendsgiving” push envisions a broader conception of the traditional holiday, inviting consumers to define their own traditions with the tagline “What will you bring to the table?” Launching November 1, the campaign will include social media programming, digital ads, influencer activations, and consumer sweepstakes at point of sale (POS). Fetzer has U.S. volume of approximately 800,000 cases, according to Impact Databank.

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