Diageo Becomes First Official Spirits Sponsor of NFL

Posted on June 16, 2021 by Joel Whitaker

The multiyear sponsorship is uniquely structured with the NFL fan in mind and will include opportunities for on-site activation and engagement with adult fans, as well as broadcast, digital, and social content from NFL Kickoff through the Super Bowl.

For years, Crown Royal Canadian Whisky has had a significant footprint with the NFL, and this sponsorship takes it to the next level for Diageo, the NFL said. Featuring some of the biggest spirits brands in the world including Smirnoff Vodka, Captain Morgan Original Spiced Rum, and Crown Royal Whisky, this collaboration will include Responsible Drinking programs, integration into marquee events (such as NFL Honors) and, starting with the 2022 season, involvement in the NFL International Series games in London.

“NFL games have the powerful ability to bring people together, and that very much ties into what our brands at Diageo are all about: bringing people together to celebrate life,” said Ed Pilkington, Chief Marketing & Innovation Officer, Diageo North America. “This is a perfect match. We are energized about bringing new and exciting programs and experiences to the NFL’s passionate adult fan base, while continuing to use our platform to champion social responsibility in every way.”

“We’re thrilled to welcome Diageo, a global leader in the spirits industry, to the NFL family as our first ever spirits sponsor,” said Renie Anderson, Chief Revenue Officer and Executive Vice President of NFL Partnerships. “We look forward to working with Diageo on innovative programs to elevate their business, as well as furthering the important message around responsible drinking.”

It’s Diageo’s latest involvement in sports sponsorships.

In 2017, Crown Royal became the first spirits brand to advertise during a televised NFL game with its “Water Break” Responsible Drinking campaign encouraging moderation. Back in 2004, Diageo became the first company in the industry to partner with NASCAR after the auto racing company lifted its longstanding ban on distilled spirits sponsors.

Currently, Diageo has 12 NFL team and stadium deals, making today’s announcement a natural progression in further unifying the two organizations.

As part of this new sponsorship, Captain Morgan Original Spiced Rum will be a presenting sponsor of the NFL’s Fan of the Year contest. Through this League-wide contest, each of the 32 clubs will select a fan of legal drinking age to be that particular club’s Fan of the Year and receive a once in a lifetime Super Bowl experience, with the ultimate winner revealed during NFL Honors at Super Bowl LVI in Los Angeles. Fans can nominate themselves, or others, at nfl.com/fanoftheyear.

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El Bandido Yankee Tequila Launches

Posted on June 16, 2021 by Joel Whitaker

El Bandido Yankee Tequila Co., a new ultra-premium spirits brand, launched its first two expressions, a Tequila Blanco and a Tequila Reposado.

The rollout kicked off in Illinois, with distribution partner Breakthru Beverage Group, and in Texas and Michigan through Republic National Distributing Co. El Bandido Yankee Tequila Co. will continue nationwide distribution throughout the remainder of 2021.

The company, founded by former NFL player James Robert Morris, who operates 15+ certified Minority Business Enterprise companies and was the lead donor for Kansas State University’s new Morris Multicultural Center, and by restaurateur and NHL Hall of Fame Hockey Player Chris Chelios, was launched after years of discussion. The ultra-premium tequila is crafted in the Highlands of Jalisco, using traditional methods – hand-harvested agave, stone ovens and copper stills.

SRP for each 750 ml bottle is $39.99 for Blanco and $44.99 for Reposado. El Bandido Yankee launches with support from established spirits importer PKGD Group, which has secured national reach with leading distributors.

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Global Irish Whiskey Market Seen Growing 9.2% to 2027

Posted on June 16, 2021 by Joel Whitaker

The global Irish whiskey industry generated $4.26 billion in 2019, and is expected to reach $7.67 billion by 2027, witnessing a CAGR of 9.2% from 2021 to 2027, according to a new report from Allied Market Research.

Prime Determinants of Growth

Experimentation and innovation in manufacturing, taste and preference, and innovative packaging of the bottles drive the growth of the global Irish whiskey market. However, huge taxation on alcoholic beverages and impact of Brexit on Irish whiskey market hinder the market growth. On the other hand, advent of e-commerce and growth in demand for premium drinks in developing countries present new opportunities in the coming years AMR said..

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Empire Merchants, Manhattan Beer Pick Provi for Online Orders

Posted on June 16, 2021 by Joel Whitaker

Provi (www.provi.com), the fastest-growing B2B eCommerce marketplace for the beverage alcohol industry, announced its official New York launch in partnership with distributors Empire Merchants, Empire Merchants North, and Manhattan Beer to better serve their customers through Provi’s free, online ordering solution.

“With New York having the highest density of bars and restaurants, we are excited and eager to enter a market with so much potential for growth and success. Our top priority is to help bars, restaurants, and their distributor sales reps recover from the hardships from last year and flourish in this new chapter. The launch of Provi into the New York market means bars and restaurants can now spend their time on what matters most – better serving their customers,” said Taylor Katzman, Provi CEO.

On average, distributors add 50 to 100 new products to their portfolio each year, making it nearly impossible for retailers to stay ahead of trends and in-tune with what their customers want most. Moreover, losing hours a week managing orders over text messages hinders growth.

Provi’s expansion into the New York market helps alleviate these concerns by streamlining product discovery, inventory management, rep communication, and ordering from every distributor available in the state, all on a single platform – as a distributor sales rep, you have the chance to increase your volume up to 10% with the company’s proprietary technology. Through an integration with Empire Merchants and Manhattan Beer, customers will have access to accurate pricing and the latest discounts, providing full transparency to better plan their budgets. With Provi, retailers can spend less time on the ordering process itself and instead, shift their attention to helping customers make informed decisions that meet their business needs.

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Barking Irons Intros an Apple-Based Gin

Posted on June 16, 2021 by Joel Whitaker

Launch of Barking Irons Gin extends Barking Irons line from applejack and has apples and oranges as key ingredients.  Advertising will continue with the brand’s New York to the Core campaign rooted in the brand’s provenance – Made in New York, from New York State apples – and established for the brand’s Applejack portfolio.  But the gin version adds, “with a twist” as a nod to the new spirit’s citrus flavor profile.

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Designer Vera Wang Intros Party Prosecco

Posted on June 16, 2021 by Joel Whitaker

“Party (SRP: $25) is a natural extension of what I already do,” says Vera Wang. “Why prosecco? Celebration! When I think of romance, fun, laughter, joy, friendship, I think of prosecco, it is the wine that personifies emotion and sheer happiness.”

Vera Wang’s attention to detail has shaped every step of Party from grape to bottle. The bottle is a sleek matte silver with “Party” in bold neon yellow letters exuding a modern, easy sensibility. The back of the bottle features an invitation to Party from Vera.

To craft the prosecco Vera Wang looked to find a winemaker with both heritage and pedigree. She turned to the top winemaking region Piemonte, known for its sparkling wines, and to Araldica, producer of the best-selling Moscato in America. Led by second-generation winemaker Claudio Manera, it is one of Italy’s fastest-growing producers and most forward-thinking winemaking co-operative. Manera continues his father’s commitment to Italy’s winemaking traditions, preserving local varieties, protecting the environment and valuing the characteristics of each wine.

“At Araldica we celebrate our roots, land and people, balancing our drive for innovation with respect to tradition,” explains Manera. “Vera Wang has our same philosophy, making this collaboration organic for us. This wine speaks to her fresh perspective, taste, passion and dedication to crafting a premium prosecco.”

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