News Briefs for April 27, 2023

•Brown-Forman has teamed up with McLaren Racing to release a limited edition bottling of Jack Daniel’s Tennessee Whiskey. The release repackages Jack’s flagship whiskey with a new label featuring McLaren Racing’s orange and black color scheme. The whiskey also comes in a collector’s box. The special edition will roll out in 700-ml. bottles in May in select cities hosting F-1 races in the U.S. and around the world.

•Heaven Hill has expanded its sponsorship of professional golf with a new partnership naming Elijah Craig the official Bourbon of the Ryder Cup. The sponsorship covers the next two Ryder Cups—this year and 2025—with Elijah Craig to be featured at Marco Simone Golf and Country Club in Rome this fall and at Bethpage Black in Farmingdale, New York in 2025. Special cocktails featuring the Elijah Craig family of whiskies will be available at both events and Elijah Craig will be integrated into the Cup’s social media presence. In addition, Heaven Hill will make special commemorative bottlings of Elijah Craig available for purchase.

•White Claw Premium Vodka, the spirits offshoot of the hard seltzer giant from Mark Anthony Brands, has partnered with actor and comedian J.B. Smoove for a new marketing campaign. The move, which names the actor as White Claw’s “Smooove Ambassador,” features four digital spots; out of home advertising in New York, Chicago, and Los Angeles; point of sale ads; and social media content. White Claw entered the spirits market in March with an unflavored vodka, as well as mango, black cherry, and pineapple flavored options.

•Upscale mixer brand Fever-Tree has launched a new line of non-carbonated mixers, expanding their lineup to include a Margarita and a lower sugar Light Margarita, as well as a Bloody Mary. Fever-Tree’s new releases come in 750-ml. bottles that retail for around $8, including in retailers like Total Wine & More and the Kroger and Albertsons family of supermarkets, as well as through online retail.

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