News Briefs for November 23, 2021November 23, 2021
•Patrón Tequila is debuting a new “Simple But Perfect” campaign focused on its artisanal production process. The push features singer-songwriter Jessie Reyez, Grammy-nominated Amber Mark, and singer-songwriter and multi-instrumentalist Fousheé singing an a cappella version of the ballad, “Gracias a la Vida.” The campaign will run in in 60-, 30-, and 15-second versions across broadcast and digital platforms. Part of the Bacardi portfolio, Patrón has annual U.S. volume of approximately 2.7 million cases, according to Impact Databank.
•Diageo has announced Johnnie Walker Masters of Flavour, a new ultra-limited release celebrating the vast stores of rare whisky available to master blender Jim Beveridge. The whiskies in the blend are all at least 48 years old and come from ghost distilleries like Glyn Albyn, Port Dundas, Brora, and Glenury Royal, as well as Cameronbridge, Blair Athol and Dalwhinnie. The release, one of Beveridge’s last before retiring at the end of the year, is bottled at 41.8% abv, and is limited to 288 bottles, priced at £20,000 (roughly $27,000).
•Dominican reggaeton artist Natti Natasha is launching Tasha, a new sparkling wine brand. Made in partnership with French winemaker Céline Lannoye in Bordeaux, Tasha is a blend of Cabernet Franc and Merlot, aged for 12 months in the traditional Champagne method. Tasha will be available in Puerto Rico and the Dominican Republic in December, distributed through Coca Cola Puerto Rico. Limited quantities will be available to U.S. customers via online orders in January, with wider U.S. distribution planned for later in 2022. The wine will retail in the $30-$35 range.
•Georgetown, Kentucky’s Blue Run Spirits has announced three holiday releases. First up is Blue Run’s Holiday Rye, available both as an individual bottle and as a gift set. The whiskey is a 53% abv special bottling of the company’s recently released Golden Rye, bottled at a higher proof (up from 47.5% abv) and retailing for $140 across Blue Run’s distribution footprint. Additionally, Blue Run will release a gift set version, with two tumblers from Aged & Ore, through online service Seelbach for $230. Finally, on December 1, Blue Run will kick off 12 Days of Single Barrel High Rye Bourbon, a series which will see bottlings from different barrels released each day. These will be available through Blue Run’s website and will retail for $140.
•Casa Lumbre has launched Lost Irish, a new, internationally-minded Irish whiskey, that’s rolling out now in New York, Illinois, Texas, and California. The 40% abv whiskey is a blend of grain, malt, and pot still whiskies partially matured in six different cask types from around the world: South African brandy, Japanese Mizunara oak, European Sherry casks, Bourbon casks, North American rum casks, Australian Tawny Port casks, and South American rum casks. The brand is currently distributed by Southern Glazer’s Wine & Spirits, and additional distribution is planned for the near future.Subscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.