Heineken Pokes Fun at ‘Virtual Beers’

Posted on March 17, 2022 by Joel Whitaker

“Our new virtual beer, Heineken Silver is an ironic joke. It is a self-aware idea that pokes fun at us and many other brands that are jumping into the metaverse with products that are best enjoyed in the real world. For now, you can’t taste pixels and bytes. So, we want to make a joke about that and remind everyone that nothing beats the taste of a refreshing beer, including our new virtual Heineken® Silver, in the real world,” says Bram Westenbrink, Global Head, Heineken Brand.

Heineken built quite a story:  The virtual beer was “brewed” in Heineken’s virtual brewery in Decentraland.  A-yeast was replaced by A-Pixels.  It was brewed with Binary Coded Hops grown by NPC (non-player character) farmers, with the entire virtual process overseen by Virtual Brewing Assistants, digitized stand-ins for Heineken’s Star Brewers.

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Who & What —

Posted on March 17, 2022 by Joel Whitaker

Mighty Swell, a spiked seltzer brand born in Austin, Tex., hires Andrew Pieri as Vice President of Operations, Jon Aronson as Vice President of Finance and Anthony Avizenis as Vice President of Sales.  Pieri joins Mighty Swell from Anheuser-Busch InBev, where he served as a Regional Supply Chain Director;  Aronson joins Mighty Swell from Southern Glazer’s Wine & Spirits where he served as VP-Revenue Management across 44 US markets, and Avizenis joins rom Founders Brewing Co., a top 10 US brewery, where he was Vice President of US Field Sales.

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What We’re Reading

Posted on March 17, 2022 by Joel Whitaker

Fifty Years Ago in Chicago, It Was Illegal for Women to Bartend

In the late 1960s, it was illegal for women to tend bar in Chicago.  They could serve the drinks, but they couldn’t pull them.  The a new bar, She-nannigans hired some of the female flight attendants who lived in the neighborhood to tend bar on their days off.  (Chuck Cowdry Blog)

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Spirits Market Seen Growing 5.2% a Year Through 2032

Posted on March 16, 2022 by Joel Whitaker

The global spirits market is set to witness growth at a CAGR of 5.2% over the forecast period (2022-2032) and top a valuation of US$ 92.9 Bn by 2032, Future Markets Insights estimates.  By product type, whiskey is expected to account for the maximum market share by 2022 end.

East Asia is expected to dominate the global market, accounting for the maximum market value share of about 25% by 2022 end, the report says.  Primary factor: Rising partying culture across the globe.

Rising partying culture in different regions across the globe is predicted to result in surging demand during the assessment period (2022-2032).

Higher income groups and working population have increased spending capacity, which is likely to increase the demand for premium brands of spirits in the near future, the study says.

 

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Concha y Toro Revenue Rises 13% in Year to $1.097 Billion

Posted on March 16, 2022 by Joel Whitaker

And net profit rose 26.7% to $117 million in 2021.  The Chilean wine producer noted that the increase “was driven by a double-digit growth rate in those brands we have prioritized.”

In the U.S., sales increased 4.8% in value, with a 3.1% higher average price in the U.S. dollar, a decrease of 6% in volume, and a favorable exchange effect. This result is mainly explained by lower sales of the Fetzer portfolio in the commercial segment. Meanwhile, sales of the portfolio imported from Chile and Argentina GREW 8% in volume and 25% in U.S. dollar.

“The Premium and Superior categories reflected in our Principal and Invest brands, which in 2021 obtained a combined increase of 11% and 17% in volume and value, respectively,” the company said.  “This allowed them to increase their share to 49% in the consolidated sales mix, and to 53% in the wine sales mix, up from 46% in 2020. This is evidence of our focus on premiumization and the important effort made in brand building that has allowed us to achieve better positioning in the different categories in which we compete. One result of this is that in 2021 our Argentine brand Trivento was the best–selling Argentine wine brand in the world, according to international consultancy IWSR.”

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B-F Launches Super Premium Line of RtD Cocktails

Posted on March 16, 2022 by Joel Whitaker

Up or Over fine and classic ready-to-drink cocktails are launching in Georgia, Idaho, Indiana, Michigan, Oregon, and Washington State this month.  The offerings feature Up or Over’s Classic Dry Martini made with Fords Gin, Whiskey Sour made with Gentleman Jack Tennessee Whiskey, Premium Margarita made with Herradura Tequila, and Ginger Citrus Old Fashioned made with Old Forester Straight Bourbon Whisky, retailing for approximately $14.99.

Each cocktail comes in an exquisite 375ml glass bottle with rounded shoulders, front label featuring the Brown-Forman expert, and an overall taste note statement. The back label details recommendations on how to serve and garnish the cocktail. A cork closes the bottle and is sealed with a strip stamp, stamped with the Up or Over logo.

Kelley Kerger, Up or Over brand leader, says the product line was created for classic cocktail drinkers looking for high quality offerings that are conveniently ready to pour. “Up or Over products provide the perfect way to enjoy iconic cocktails in the comfort of your own home,” says Kerger.  “Made and designed with brands you know and trust, we are excited to elevate your everyday occasion with these four premium cocktails.”

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