News Briefs for March 17, 2023
March 17, 2023•Washington state’s Chateau Ste. Michelle has become the first national wine sponsor for live event promoter Live Nation. The partnership covers multiple years and will see Chateau Ste. Michelle’s portfolio featured at 78 music venues and three music festivals across the U.S. In addition to serving the company’s wines, the deal includes other in-person activations, contests, retail programing, and social media ads, among other promotional tools. Additionally, the events company will expand its role in booking Chateau Ste. Michelle’s summer concert series, hosted at the winery.
•Diageo has announced a new ad campaign for Tequila Don Julio, titled Por Amor, For the Love. The campaign celebrates brand founder Don Julio González and will run in markets around the world including the U.S., the U.K., Mexico, Australia, and Canada beginning at the end of this month. The ads will run on social media, streaming services, and out-of-home, and were shot in the highlands in Atotonilco as well as in Mexico City. Last year, Don Julio was up 12.5% in the U.S. to just under 2.1 million cases, according to Impact Databank, earning Impact “Hot Brand” honors.
•Lux Row Distillers has expanded the Rebel whiskey brand with a new straight rye whiskey, proofed in line with brand’s popular 100 proof Bourbon. The 50% abv rye is made from a mash of 51% rye, 45% corn, and 4% malted barley and carries a suggested price of $20 a 750-ml. The new entry is rolling out now across the U.S. Lux Row is part of the Luxco portfolio, the branded arm of MGP Ingredients.
•Wine-based RTD brand Beatbox, an Impact “Hot Brand,” has partnered with the Dallas Mavericks NBA team and the Dallas Stars NHL team, bringing Beatbox’s cocktails to the American Airlines Center through Levy restaurants. The new partnership will run through 2024 and also includes fan giveaways and marketing throughout Dallas. This partnership is not the first time that Beatbox parent company Future Proof Brands has worked with Mavericks owner Mark Cuban; the entrepreneur also invested in Beatbox on the investment gameshow Shark Tank. Last year, Beatbox rocketed to 1.15 million cases in the U.S., according to Impact Databank, up from 480,000 cases a year earlier.
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