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

News Briefs for March 17, 2022

March 17, 2022

•Breakthru Beverage Group has extended its partnership with e-commerce marketplace Provi for three years. Along with the proprietary Breakthru Now e-commerce platform, Breakthru’s partnership with Provi provides “real-time, expanded access to their portfolio and an enhanced customer experience,” according to the company. Provi is now active across 35 states, and says that 10% of licensed retailers in the U.S. are using its marketplace. Founded in 2016 and headquartered in Chicago, Provi is valued at $750 million. Provi and fellow e-commerce marketplace SevenFifty recently announced plans to merge.

•Heaven Hill Brands is backing Lunazul Tequila with a new marketing campaign featuring Josh Gates, host of Discovery’s Expedition Unknown. In a four-part series across Discovery GO and Discovery+, Gates will explore the heritage of Lunazul in Jalisco, Mexico. The national media program will debut new social and digital ads featuring Gates venturing through the agave fields and Tierra de Agaves estate where Lunazul is made. The campaign will also include point-of-sale displays. According to Impact Databank, Lunazul grew 47% to 620,000 cases in the U.S. last year, according to Impact Databank.

•Riboli Family Wines has acquired a 160-acre vineyard property in the Willow Creek District of the Paso Robles AVA. The parcel includes 80 acres of vines planted to Cabernet Sauvignon and Syrah. It marks the eighth estate vineyard in Paso Robles for Riboli Family, which recently purchased a 100-acre property in the El Pomar District as well as Jada Vineyard & Winery in December. Riboli Family’s recent acquisitions have been aimed at bolstering its portfolio of estate grown wines, which include San Simeon, Maddalena, Opaque, Riboli Family Vineyard, Jada Vineyard & Winery, Windstream, and Highlands 41.

•Middlebury, Vermont’s Woodchuck Hard Cider has released a new mixed 12-pack, featuring brunch inspired ciders. The variety pack includes Woodchuck’s existing Pearsecco and Mimosa ciders plus two newcomers: Bellini and Paloma. Pearsecco is at 6.1% abv and the remaining three are all at 5.5% abv. Woodchuck’s Brunch Box is now available in select states and will soon roll out across the U.S. for a suggested price of $18-$19. The new 12-pack is a permanent addition to the cidery’s portfolio.

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