Absolut Launches AbsolutLand in Metaverse at Coachella

Posted on April 11, 2022 by Joel Whitaker

Marking its 10th year as the Official Vodka of Coachella, Absolut said it is extending the festival experience into the metaverse with Absolut.Land, a one-of-a-kind blended activation by a liquor brand at a live event.

The celebration is a convergence of art, fashion, music and, of course, cocktails to bring friends together in-person and/or digitally over love of festival culture.

“As a brand born to mix, Absolut is centered on bringing the world together through shared experiences and empowering social interaction that unlock a sense of belonging – no matter who you are and where in the world you may be,” said Pam Forbus, SVP/Chief Marketing Officer, Pernod Ricard North America. “To reach our consumers everywhere, the metaverse was a natural progression and we’re so excited to introduce Absolut.Land as a space of belonging for all!”

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TTB on ‘Clean’ in Wine Marketing

Posted on April 11, 2022 by Joel Whitaker

Alcohol & Tobacco Tax & Trade Bureau issued the third in a series of advisories on health-related claims in bev/al marketing. The latest focuses on the word “clean” on wine labels.

In some cases, TTB said, the word is simply a descriptor of taste, as in “A clean, crisp taste.”  In that usage, there is no problem.  In other cases, however, TTB says “clean” is being used to suggest the beverage will have health benefits or mitigate health risks otherwise associated with alcohol consumption.  For example, “X malt beverage is clean and healthy” or “Y vodka’s clean production methods mean no headaches for you.”  Those claims, TTB says, would be considered to be misleading health-related statements.

Wine Institute is taking credit for the advisories, saying they follow a meeting between Institute and TTB staff a few weeks ago.

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148 Woodford Reserve $1,000 Mint Julep Cups Honor France

Posted on April 11, 2022 by Joel Whitaker

The Woodford Reserve $1,000 Mint Julep™ charity program, one of the Kentucky Derby’s most distinctive annual traditions, this year honors the connections between Kentucky and France.

A total of 148 cups, honoring Derby 148, will be available for purchase at woodfordreservemintjulep.com. Cups must be picked up at Churchill Downs on Derby Day at the $1,000 Mint Julep Experience.

Handmade by Louisville-based jeweler From the Vault, the cups feature red rubies in the shape of a horseshoe. One side of the cup is engraved with a thoroughbred, representing Versailles, Kentucky, where Woodford Reserve Distillery is located and where many of the world’s best thoroughbreds are bred and raised. The other side includes a nod to Versailles, France.

Of the 148 cups, 18 are gold and retailing for $2,500 and 130 Silver and retailing for $1,000.

Proceeds will benefit Old Friends Farm, where famous thoroughbreds, including past Derby winners, are sent to retire peacefully. The charity was started by Mike Blowen, a retired journalist from The Boston Globe.

This year’s $1,000 Mint Julep cocktail features ingredients found at France’s Palace of Versailles, once home to three of the country’s kings from the House of Bourbon: Kings Louis XIV to XVI. The cocktail brings together the flavors of orange, lemon and pomegranate with Woodford Reserve Bourbon.

“The French connections to Kentucky are significant – from Versailles, the home of our distillery – to Louisville, KY, the city where the Derby is run and which was named after King Louis XVI,” said Woodford Reserve Master Distiller Chris Morris. “Cheers – or as the French would say “Sante” – to Derby 148.”

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What We’re Reading —

Posted on April 11, 2022 by Joel Whitaker

Tobin James explains how winery was stalked and terrorized by felon 

A neighbor believed Tobin James employees had kidnaped his wife and children and they were being held captive and tortured in one of the winery’s buildings and he could hear them screaming.  Tobin James explains his frustration with the lack of solutions from county officials. (Paso Robles Daily News)

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CBrands Sales Rose 2.8% in Year, Net Turns to a Loss

Posted on April 7, 2022 by Joel Whitaker

Constellation Brands Inc. reports net sales rose 2.4% to $8.820.7 billion in fiscal 202022, ending Feb. 28.  The company reported a $40 million loss compared to a $1.998 billion, or $10.44 Class A share, profit a year earlier.

The company said its beer business posted depletion growth of nearly
9%, marking the 12th consecutive year of volume growth, driven by
continued strong demand in off-premise channels, as well as a
return to growth in on-premise channels. When adjusted for two
extra selling days, generated approximately 8% depletion growth.

In IRI channels, the Beer Business significantly outpaced the total
beer category, the high-end segment, and was the No. 1 dollar share
gainer, adding 1.2 market share points, the company said.  Modelo Especial achieved nearly 15% depletion growth and became the No. 2 beer brand and No. 1 share gainer in the entire U.S. beer category in dollar sales in IRI channels; Modelo Chelada posted depletion growth of over 30% and solidified its position as the No. 1 Chelada in the U.S. beer market. Corona Extra sustained its reinvigorated growth trajectory, reported depletion growth of 9%, and positioned itself as the No. 3 brand in the high-end.

Operating margin decreased 110 basis points to 40.0%, as benefits from favorable pricing, marketing as a percent of net sales, and mix were more than offset by increased COGS driven by obsolescence, higher brewery and material costs, and increased depreciation.

Turning to CBrands’ wine and spirits segment, the company said, “Increased focus on our higher-end price segments yielded benefits
as our fine wine and craft spirits portfolio achieved double-digit
net sales growth driven by The Prisoner and High West.
• Strong organic net sales growth was driven by favorable price and
double-digit shipment volume growth for Meiomi and
Kim Crawford, which also generated robust mix benefits.
• Meiomi cabernet sauvignon and Kim Crawford Illuminate
sauvignon blanc held the top two spots among new high-end
products released over the last two years in IRI channels.
• Operating margin decreased 180 basis points to 22.7%, as mix
benefits from divestitures and favorable price were more than
offset by increased marketing and SG&A spend as a percent of net
sales and increased COGS driven by freight and warehousing costs.

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Champagne Telmont to Shave Weight of Bottles

Posted on April 7, 2022 by Joel Whitaker

Champagne Telmont said it launched a pioneering experiment to reduce the weight of its glass bottles, working in close collaboration with the French glassmaker Verallia.  The goal is ultimately to decrease the current weight of 835 grams to an even lighter bottle, weighing 800 grams. The would be a 4.4% lighter bottle.

The glass used for its bottles represents about 20% of Champagne Telmont’s carbon emissions .  Therefore, shaving weight off its bottles could substantially reduce its carbon footprint: less glass means less CO2 in the melting and manufacturing of glass, and also less fuel for transport, both upstream and downstream. This means extra energy savings and environmental benefits.

The appearance and shape of the bottle will change very little; the only real difference will be its weight.

This modification requires an upstream test phase to guarantee bottle resistance during the champagne bottling process and transport. In fact, due to the specific characteristics of champagne, these bottles must withstand much higher pressure than others: about 6 kilograms per square centimetre . The lighter-weight bottles therefore need to be tested to withstand this pressure over time with 35 grams less glass weight.

This test phase began several days ago at the Telmont estate, on a batch of 3,000 bottles during the tirage, or stage when the wine is bottled and a second fermentation takes place, specific to the champagne-making process.  Over a six-month period, a representative sample will be continuously monitored and analyzed, and the results communicated on a regular basis.  These lighter bottles will be approved for sale once they have successfully passed each step of the test, including ageing time in the cellar.

If the outcome is conclusive, Telmont will market the first 800-gram bottles of ‘Telmont Réserve Brut’ (aged a minimum of 3 years) from 2025 – an initiative that could potentially benefit the Champagne region to help collectively reduce its carbon footprint.

The House is very enthusiastic about this experiment. In fact, it is the last in a series of initiatives taken by Champagne Telmont since June 2021 as part of its In the Name of Mother Nature project : eliminating all packaging and gift boxes based on the principle of “the bottle, and nothing but the bottle”, replacing all transparent bottles  (made with 0% recycled glass) with classic green champagne bottles (made with 85% recycled glass), overhauling the logistics chain upstream and downstream  to limit greenhouse gas emissions indirectly related to its business, selecting transporters according to their CSR score, using 100% green energy, continuing to enforce its zero-air transport policy for supply and distribution, converting the estate to 100% organic viticulture by 2031…

“Telmont is a traditional house that embraces innovation, especially when it enables us to reduce our carbon footprint.  We want to thank our partner in this experiment, Verallia, who also shares these values.  I sincerely hope that what we are testing today, with this lighter 800-gram bottle, will be a step forward for the Champagne region,” said Ludovic du Plessis, President of Telmont House

“The Champagne bottle is a symbol. But that doesn’t mean it shouldn’t evolve, stepping up to meet today’s challenges.  In line with our purpose “Re-imagining glass for a sustainable future”, we work closely with our clients, supporting their efforts to reduce environmental  impact. Shaving weight off bottles is a strategic focus of this approach.  Therefore, we are thrilled to partner up with Champagne Telmont who is offering us a remarkable life- size testing ground,”  added Axel Guilloteau, Sales and Marketing Director at Verallia France.

 

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