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News Briefs for April 4, 2022

April 4, 2022

•The Finnish Long Drink is launching a new multi-platform, fully integrated ad campaign. Streaming across TV and online platforms including YouTube and social media, the new push centers on Finland’s status as the happiest country on Earth, according to the World Happiness Report. The campaign “captures the spirit of Finland’s happiness via the country’s own brand of humor; an immersive experience that brings viewers directly into the world of the brand,” according to the company. Last year, the Finnish Long Drink, a sparkling gin- and citrus-based canned cocktail, more than doubled in size to 467,000 9-liter cases in the U.S. last year, according to Impact Databank, with similar growth expected this year.

•Phillips Distilling Company has expanded its partnership with Southern Glazer’s Wine & Spirits, bringing the Minnesota-based distillery’s portfolio into the SGWS fold in nearly all of the distributor’s markets. Previously, Phillips worked with SGWS in the central U.S. and for Leroux and Kamora, which Phillips acquired last November. The new deal brings the rest of Phillips’ portfolio, including Revel Stoke and Prairie Organic, among others, into the SGWS ecosystem, excluding Iowa, North and South Dakota, Minnesota, and Nebraska.

•Breakthru Beverage Group has completed its previously announced acquisition of Missouri’s Major Brands, which is now operating as Breakthru Beverage Missouri. Scott Johnson, who previously served as president of sales and operations for Major Brands, will assume the position of executive vice president, Missouri, overseeing the business, which delivers to more than 9,000 customers statewide. The addition of Missouri marks 15 markets for Breakthru, which is projected to reach total revenues of $6.6 billion this year.

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