Maker’s Mark® Becomes Largest Distillery in World to Achieve B Corp Certification

Maker’s Mark has earned B Corporation Certification, making it the largest distillery in the world and the first in Kentucky’s famed Bourbon Country to achieve the distinction. The B Corp Certification affirms years of industry-leading efforts by Maker’s Mark intended to benefit the greater good and signals a major milestone on the brand’s environmentally conscious mission to “Make Your Mark. Leave No Trace” – now and for the future.

“Since 1953, my grandparents instilled a sense of responsibility here at Maker’s Mark that started with the way we make our bourbon and extended to the way we impact the lives of our teams, our customers, our communities and our shared environment,” said Rob Samuels, 8th Generation Whisky Maker and Grandson of the Founders at Maker’s Mark. “That commitment to a higher purpose continues to live on, both here in Kentucky and beyond. I am so proud of our team’s tireless efforts that have earned us B Corp certification, and I’m even more excited to continue pioneering social and environmental initiatives that benefit the future of bourbon and greater good for all.”

Among the factors that led to the certification:

  • Maker’s Mark implemented innovative environmental programs at its property on Star Hill Farm to preserve the natural resources that go into making its whisky and better the world around it. Initiatives include:
    • a distillery-wide zero landfill initiative; an onsite recycling program that is the first in Marion County, Ky. and open to community members;
    • the establishment of a natural water sanctuary protecting the watershed at Star Hill Farm; and
    • implementation of a solar array that powers the extensive Maker’s Mark warehouse complex.
  • The bourbon producer’s community and philanthropic efforts including investing millions of dollars in the hospitality industry, local Kentucky causes and the arts since its founding more than 65 years ago. In recent years, Maker’s Mark has acted as a principal partner to The LEE Initiative, which aims to address issues of equality and diversity in the restaurant industry. During the COVID-19 global pandemic, Maker’s Mark and The LEE Initiative have worked together to feed more than 1.5 million hospitality workers in cities across the United States.
  • Maker’s Mark has earned a decades-long reputation as an employer with workplace opportunities that exceed the industry standard. The company offers generous benefits and compensation, including the highest wages in its community; opportunities for advancement, job training and tuition assistance for employees; and six months paid maternity leave.

B Corp Certification is just one step Maker’s Mark is taking to “Make Your Mark. Leave No Trace,” as part of its long-term environmentally focused mission which couples bold, regenerative actions with comprehensive efforts to leave nothing harmful behind. Beyond the initiatives assessed as part of B Corp Certification, Maker’s Mark has introduced several innovative efforts to create a more sustainable future for the spirits industry, including the establishment of the world’s largest repository of American White Oak trees for research purposes; a first-of-its-kind genome mapping project of the American White Oak species; and regenerative farming practices to enrich soil for more robust and flavorful varieties of grain.

 

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RNDC to Rep Spiritless Non-Al Distilled Spirits

Republic National Distributing Co. (RNDC) will distribute Spiritless distilled non-alcoholic spirits, including its inaugural Kentucky 74, in all territories within its nationwide footprint.

CEO Lauren Chitwood, Chief Relationship Officer Abbey Ferguson, and COO Lexie Larsen founded Spiritless in 2019 after noticing a gap in the beverage market for cocktail lovers who want to enjoy a night out (or in) with less alcohol. Their debut product, Kentucky 74, boasts an advanced, innovative formulation process that starts by blending their own high-proof, intensely flavored, rapidly aged spirit before undergoing distillation in a unique method which removes all but 0.5% or less of the alcohol (the same ABV as kombucha).

A gold medal winner in the “Best Non-Alcoholic Spirit” category at the 2021 LA Spirits Awards and featured as a recommended product on The Today Show in January 2022, Kentucky 74 delivers a high-quality, smooth finish and is underpinned by notes of caramel, vanilla, and oak to allow consumers to enjoy their favorite cocktail completely Spiritless, or with a lower ABV by going Halfsies™ with bourbon.

“We’re so thankful for the power of the RNDC network and their team that both supports our mission and also sees the incredible white space in the spirits’ business for Spiritless,” said Chitwood. “The non-alcoholic movement is global – the opportunities are endless and we’re just at the tip of the iceberg.”

“The low- and no-alcohol industry is booming, and that growth isn’t slowing down any time soon,” said RNDC Chief Executive Officer Tom Cole. “We’re proud to be on the forefront of this movement and join Spiritless – a women-owned brand we believe in wholeheartedly – in making drinking culture more inclusive.”

RNDC is committed to pioneering new paths for women in the beverage alcohol industry. The company has launched talent programs such as the RNDC Women’s Leadership Forum (WLF), wherein women are provided exceptional professional development and networking opportunities to support continued career advancement.

While the Spiritless team launched Kentucky 74 as their first product, they to scale their business to provide a comprehensive line of high-quality Spiritless solutions to the beverage world.

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A-B Details Super Bowl Plans

Anheuser-Busch will use four minutes of the Super Bowl to kick off a larger 360 marketing campaign focused on hope, positivity and possibility.   Here are some details about each brand’s plans:

  • Bud Light NEXT: Ten years in the making, Anheuser-Busch’s first-ever super crisp, zero-carb beer is brewed with the tradition and legacy of Bud Light, but created for today’s consumers who have long desired a beer that breaks the barriers of a traditional lager and offers the sessionability and stats of a seltzer. For its first-ever Super Bowl ad, Bud Light NEXT will demonstrate what’s possible when there’s zero in the way.
  • Bud Light Seltzer Hard Soda: Bud Light Seltzer continues to innovate with bold flavor options that consumers love and the “Loudest Flavors Ever.” Bud Light Seltzer Hard Soda isthe brand’s newest seltzer innovation, blending classic soda flavors with seltzer’s easy refreshment, and its Super Bowl spot will take place in a magical land full of flavor.
  • Budweiser: America’s favorite beer has always been there for the occasions when the country comes together to celebrate the moments that matter. After sitting out of the Super Bowl in 2021 for the first time in 37 years to promote Covid-19 vaccine awareness, the brand will return to advertising’s biggest stage with a message that recognizes American resilience.
  • Cutwater Spirits: The most awarded canned cocktail brand in the U.S. offers consumers the ease and convenience of 20 bar-quality cocktails in a can. In its first national TV commercial, Cutwater Spirits celebrates the everyday ingenuity of those who work smarter, not harder – particularly when it comes to enjoying their favorite cocktail.
  • Michelob ULTRA: The brand that’s brewed for those who pursue fun and fitness in equal measure and that celebrates a balanced lifestyle reminds us that ‘it’s only worth it if you enjoy it.’This year the brand is doubling down on joy and bringing together legendary athletes for some friendly competition on a level playing field.
  • Michelob ULTRA Organic Seltzer: This USDA-certified organic hard seltzer is brewed with zero added sugar for a clean and refreshing taste, with zero carbs. The brand’s Super Bowl spot builds on Michelob ULTRA’s themes of active enjoyment.

In addition, Busch Light, one of the fastest-growing beer brands in the industry, will have a regional TV spot during the game, broadcasting in 41 local markets such as Nashville, St. Louis and Milwaukee. Also airing regionally is Michelob ULTRA Pure Gold, the first nationally distributed USDA-certified organic lager, whose spot will air in ten markets in Florida and Texas.

Stella Artois, the iconic premium full-flavored lager with 600 years of Belgian brewing tradition, will have a spot in the Super Bowl pre-game and the regional broadcast, airing in local markets such as New York, Los Angeles, and Miami. The brand’s Life Artois campaign will build on its support of restaurant and bar industry workers.

A future with more cheers means a more inclusive future. Building on Anheuser-Busch’s long-standing commitment to creating content that reflects the diversity of its consumers, each Super Bowl campaign will feature diverse representation, both in front of and behind the camera.

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Rapid Covid Tests to be Sold in NH Liquor Stores

New Hampshire Gov. Chris Sununu said the state has acquired 1 million rapid tests.  Within two weeks, he said, he expects the test to be available at liquor stores.

Federal pandemic relief will pay for the tests, which are being sold at cost.  Cost of the test can be reimbursed through health insurance, he said.  Using state stores to distribute the tests is one of the benefits of being a control state.

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Damn Right Cocktails Launches Tequila Sparkling Cocktail

Damn Right Cocktails launched its USDA certified organic, 100% de agave Tequila sparkling cocktail in Texas and California. The line has two SKUs: a lime margarita called Devil of a Lime and a Strawberry Basil cocktail called Son of a Basil. Republic National Distributing Co. (RNDC) is the distributor.

Damn Right is the only low alcohol, USDA certified organic Tequila cocktail on the market right now. At 5% ABV and with only 110-130 calories per serving, the brand is poised to capitalize not only on the RTD cocktail drinker who wants a more premium and better tasting alternative.

“Our consumer is getting exactly what they’ve been looking for: an affordable, but premium and organic, great tasting tequila cocktail in a can that’s also low in calories,” explains co-founder, Gabby Fitzpatrick. “These drinks are refreshing and taste as if they were just shaken up by an experienced bartender. We pride ourselves on quality and that is just what we’re serving!”

Up to 5% of the company’s profits will be donated to charities or programs focused on improving access to high-quality primary and secondary school education.  “There’s a $23 billion difference in the funding going to schools in wealthy districts vs those in lower income ones,” said co-founder Mark Lewis. “We both believe a great education is a way to eradicate poverty, but it shouldn’t be a zip code lottery. We both come from educational backgrounds with a strong community service focus, so we really wanted to raise awareness of this issue and use our drinks to make a difference.”

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360PR + Creates New Firm for Bev/Al Clients

Many public relations agencies create dedicated teams to serve a particular industry.  360PR+ has taken that a step further, creating a separate wholly owned, independently operated public relations agency to serve the adult beverage industry.

Three Cheers PR will be led by Rob Bratskeir, who helped build a portfolio of adult beverage clients at 360PR+, and whose experience spans some of alcohol’s most iconic brands. Bratskeir has led campaigns for newcomers and established brands alike, among them Knob Creek, Owl’s Brew, The Pogues Irish Whiskey, Blue Chair Bay Rum, Crabbie’s Ginger Beer and Vox Vodka.  Bratskeir helped open 360’s New York office a decade ago, serving as General Manager, and has also led clients in adjacent sectors to adult beverage while at 360, including premium food & beverage brands and travel clients.

“There has never been a better time to focus on adult beverage, which is innovative like never before,” said Bratskeir. “Our team brings not only deep knowledge of the category, but also a sharp focus on lifestyle, an understanding of modern retail and hospitality, plus something that is priceless, and that’s the passion and curiosity of true enthusiasts.”

Three Cheers PR will offer clients, among them Drizly, North America’s largest online alcohol e-commerce and on-demand delivery platform, and Sagamore Spirit, the fast-growing rye that is reestablishing Maryland’s reputation for whiskey craft, a full suite of services: integrated campaign development, media relations, influencer marketing, digital content production, social media activations, live and virtual events, C-suite profile development and other thought leadership activities.

 

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