News Briefs for February 6, 2023

•Rémy Martin will feature tennis legend Serena Williams in its 60-second Super Bowl ad, recently reported on by SND. Created by Fred & Farid New York, the “Inch by Inch” campaign “spotlights teamwork and how we drive greatness forward as part of a team,” according to the company. “Rémy Martin’s entry into the big game this year reflects the growing importance and recognition of the Rémy Martin brand, the increased interest in the Cognac sector, and our ambitions in the USA,” said Nicolas Beckers, president and CEO of Rémy Cointreau USA.

•Sovereign Brands is launching The Deacon, a premium blended Scotch whisky. Made in collaboration with Pernod Ricard, which has a significant stake in Sovereign, it’s Sovereign’s first whisky release. The Deacon is made from a blend of single malts from both Islay and Speyside and distilled in traditional copper pot stills. It’s bottled at 40% abv and will retail for $40 a 750-ml. The Sovereign Brands portfolio includes Luc Belaire Sparkling Wine, Bumbu Rum, Violet Fog Gin, and Villon Liqueur.

•Diageo has released Baileys Vanilla Mint Shake, the latest seasonal release from the Irish cream brand. The 17% abv liqueur adds vanilla, mint, and chocolate to the brand’s original flavor profile and is now available for a limited time for around $25 a 750-ml. Baileys has U.S. volume of approximately 1.5 million cases, according to Impact Databank.

•Lobos 1707 has named Cindy Wang-Simms as CMO. Wang-Simms joins the Tequila and mezcal brand with over two decades of drinks industry experience, joining Lobos from Anheuser-Busch where she was a vice president of marketing and led the Kona beer brand. She also has experience at Heineken USA and with William Grant & Sons brands like Tullamore Dew, Monkey Shoulder, and Hudson Whiskey. In her new role, Wang-Simms will lead Lobos’ brand strategy while working alongside CEO Dia Simms and founder and chief creative officer Diego Osorio.

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