News Briefs for August 18, 2022August 18, 2022
•OTR Premium Cocktails, part of the Beam Suntory range, is adding an espresso martini to its ready-to-serve cocktail lineup. The espresso martini (20% abv) is made with Effen vodka and is now available in stores nationwide and online, priced at $13 a 375-ml. OTR, short for On The Rocks, was acquired by Beam Suntory in 2020 for an undisclosed sum and reached 416,000 cases in the U.S. last year, according to Impact Databank. Through six months of 2022, the brand nearly doubled in control states year-on-year.
•Brown-Forman has announced the 2022 edition of Old Forester Birthday Bourbon, the 22nd release in the annual series. The whiskey matured for 11 years before bottling and comes in at 46% abv. This year, Brown-Forman is releasing Old Forester Birthday Bourbon through a sweepstakes to allow consumers nationwide to have the chance to secure a bottle. From August 24 through August 31, consumers can enter for a chance to buy a bottle on the brand’s website. Winners will be notified on September 2. Old Forester Birthday Bourbon carries a retail price of $150.
•E-commerce platform Drizly has kicked off “Sip with Purpose,” a new initiative focused on promoting and supporting alcohol brands owned by people from marginalized communities. The new program will include a year-long brand accelerator program for three brands, plus a $4 million media spend to drive consumer awareness of brands owned by marginalized people, and a specific section of Drizly’s website highlighting these brands.
•Mico Tequila has secured California distribution through a new partnership with RNDC. The brand, which offers Blanco, Reposado, Añejo, and extra Añejo Tequilas at 40% abv (plus RTD seltzers), previously was distributed through LibDib, the RNDC-affiliated platform for craft and upcoming brands. The new partnership moves Mico into the full RNDC ecosystem and the brand is planning for further expansion with its new distribution partner.
•Scout & Cellar is releasing Scout Wild wines in partnership with California’s Miller Family Wine Company for distribution in nationwide retail. Available at 1,200 stores across 38 states this October, the Scout Wild portfolio includes three wines: Sauvignon Blanc, Red Blend, and Rosé, retailing at $19. Previously Scout & Cellar’s products have been exclusively on its website.
•Spirit of Gallo has announced a strategic investment in the Tequila Komos brand, assuming U.S. distribution rights effective immediately. Terms weren’t disclosed. Founded by former master sommelier and industry visionary Richard Betts and entrepreneur Joe Marchese, Komos is an ultra-luxury brand that features Añejo Cristalino, Reposado Rosa and Extra Añejo expressions.Subscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.