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News Briefs for April 13, 2022

April 13, 2022

•Diageo is relaunching the super-premium Astral Tequila brand, which it gained as part of its 2020 acquisition of Davos Brands. Made from 100% Blue Weber agave, Astral, which means “of the stars,” retails at $35 a 750-ml. and is available nationally. To back the relaunch, the brand is introducing The House of Astral. Located just outside Joshua Tree National Park, one of the best-known dark sky locations in the country, The House of Astral is curated in partnership with astrologer Aliza Kelly, to “create activities guided by the cosmos,” according to the company. Astral is also giving back to its community, with its leftover agave fibers upcycled into adobe bricks to be used to construct buildings in local communities in Mexico.

•Breakthru Beverage has named Erin Engels as vice president, Strategy & Corporate Development. Engels comes to Breakthru from Sysco Corporation, where she held senior leadership positions in the areas of strategy, M&A integration, sales, and general management. She succeeds Mike Boswell, who now serves as vice president, Digital and eCommerce. According to Breakthru, Engels will play a key role in the company’s expansion plan and further advance its strategic priorities, charting the course for 2023 and beyond.

•Atomic Brands has extended Impact “Hot Brand” Monaco Cocktails with a Watermelon Crush flavor. Made with Tequila and fresh watermelon, the newcomer is at 9% abv and joins Lime Crush, Sun Crush, Purple Crush, Blue Crush, Citrus Rush, Tropic Rush, Cranberry, Black Raspberry, and Mango Peach in the Monaco Cocktails lineup, which jumped 26% to 1.9 million cases in the U.S. last year. Monaco Watermelon Crush is debuting at convenience stores nationwide, retailing at $2.50 to $3 a 12-ounce can.

•Italy’s Tommasi Family Estates has acquired a new estate in Sicily from the Bambara-De Luca family for an undisclosed sum. The estate covers 15 hectares (37 acres) planted to Nerello Mascalese and Carricante grapes respectively for the production of Etna Rosso DOC and Etna Bianco DOC. The Tommasi family, known particularly for Amarone, now owns a total of 780 hectares (1,927 acres) of vineyards throughout Italy. “We are proud to be able to add this appellation to our portfolio with the others that we already represent, such as Valpolicella Classico, Lugana, Montalcino, Vulture in Basilicata and Manduria in Puglia,” said executive director Pierangelo Tommasi.

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