Who & What —

NEW AGENCY: Magrino, New York, is named the agency of record for Horse Soldier Bourbon,  an all American, ultra-premium whiskey crafted by U.S. Army Green Berets who answered the country’s call days after 9/11 with a daring insertion, on horseback, into northern Afghanistan.

ELECTED: Suzanne Groth of Groth Vineyards & Winery to be Wine Institute Chairman 2021-2022. Other officers elected were Rick Tigner of Jackson Family Wines, First Vice Chairman; Randall Lange of LangeTwins Family Vineyards & Winery, Second Vice Chairman; Matt Gallo of E. & J. Gallo Winery, Treasurer; and Robin Baggett of Alpha Omega Winery and Tolosa Winery, Secretary.

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Bev Canned Wine Sponsors Rose Bowl Stadium

Los Angeles-based canned wine brand Bev has become the Official Canned Wine partner of the Rose Bowl Stadium, announcing  the start of a three-year partnership with America’s Stadium. Bev’s zero sugar canned wines will be served at all Rose Bowl Stadium events, including concerts, sporting events, and the monthly Rose Bowl Flea Market – as well as the neighboring Brookside Golf Club. Rose Bowl Stadium visitors can find Bev at various kiosks throughout the stadium for these events.

“Bev was born right here in Southern California and it’s always been a dream to one day be a part of this historic landmark,” said Alix Peabody, Founder and CEO of Bev. “We’re so thrilled to partner with the Rose Bowl Stadium and join in on the incredible shows & events that delight so many from all over the country. With events starting to come back, people are really getting excited to attend concerts and games once again — and we plan to be right there with them!”

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Arctic Chill Hard Seltzer Partners with Figure Skating Champion to Help Promote Body Positivity

According to a new national survey from Arctic Chill Hard Seltzer, 41% of Americans are more focused on taking care of their body as a result of the pandemic. To promote the power of body positivity and life-balance and help others on a path to self-empowerment, Arctic Chill has announced a new summer-long partnership with figure skating champion and Olympian Ashley Wagner.

Wagner understands how outside voices, and our own internal monologue, can impact the way we feel about ourselves and our body.

According to the national survey from Arctic Chill, nearly a quarter (23%) of Americans have negative feelings towards their body image, with 50% of the population comparing themselves to others at least once a month.

When looking at their definition of ‘happiness’ in life, more than half (53%) of Americans say that happiness is directly correlated to feeling comfortable in their body. What would help people feel more comfortable in their skin? The survey reveals that 47% of Americans say it would be a more balanced approach to health and wellness.

“Arctic Chill was made to be a beverage you could feel good about drinking. We want to help our fans maintain a sense of balance when they are drinking that doesn’t sacrifice fun or flavor,” said Jon London, Chief Marketing Officer at Mass. Bay Brewing Company, maker of Arctic Chill. “Partnering with Ashley to support the Movemeant Foundation allows us to make a real impact, and Arctic Chill is proud to be supporting their mission of promoting body positivity and inclusion through wellness.”

The donation will go to the Movemeant Foundation’s Wellness for All grant program. With the goal of making fitness more accessible for everyone, the grants from this program are offered to females, women of color entrepreneurs, and organizations committed to making health and wellness inclusive to female BIPOC (Black, Indigenous, People of Color) communities.

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Crown Royal to Donate Up to $100,000 to NYC Neighborhood

Built on the unwavering belief that ‘it’s not about what you have, but about what you give,’ Crown Royal (Diageo) is celebrating hospitality and small business workers who have always served the Washington Heights community, kicking off at this summer’s Tribeca Festival.

Together with long-standing partner and “In the Heights” star Anthony Ramos, Crown Royal is launching the brand’s Live Generosity Hour campaign at the Official “In the Heights” after party after the film’s world premiere at the Tribeca Festival.

Last fall, Crown Royal teamed up with Ramos and Ari Lennox to recreate the famed Sly and the Family Stone song, “If You Want Me to Stay.” For every stream of the track, Crown Royal donated funds to Main Street Alliance, helping small businesses including venues across America. Streams from the song and video raised $1.5 million in relief funds.

In celebration of the “In the Heights” film premiere and after party, Crown Royal will be showing up at local Washington Heights bars and restaurants with up to ten additional Generosity Hours, two of which will feature live performances by Ari Lennox and Masego. Attendees can eat, drink and enjoy live music all in the name of generosity.

At the after party, there will be different ways to unlock a donation to the Washington Heights Business Improvement District, which provides donations to associations and nonprofits that give back to hospitality workers in the Washington Heights area. For every person in attendance at the after party, Crown Royal will donate $20. Once inside, guests will be giving back all night long to those in the hospitality industry whether it’s by taking a picture in the photo booth or ordering from the food truck at the event – with each additional act unlocking another $1 donation.

Additionally, throughout the two weeks of the Tribeca Festival (June 9 -20), for every qualifying photo of a cocktail uploaded from a Crown Royal Generosity Hour event using #GenerosityHourDonation and every qualifying comment during the live stream of the musical performances from Crown Royal Generosity Hour events using #GenerosityHourDonation, Crown Royal will donate an additional $1 to the organization.

Collectively, Crown Royal will donate up to $100,000 to the Washington Heights Business Improvement District with the donation being used to provide direct financial relief to hospitality and small business workers adversely affected by COVID-19/Coronavirus.

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Aberfeldy Offers Gold-Dipped Bottles for Father’s Day

The personalized hand-dipped gold wax bottles to consumers via local retail promotions as well as via ReserveBar.com. Available across the 12 Year Old, 16 Year Old and 21 Year Old bottlings from the House of Aberfeldy portfolio, these gold wax dipped bottles will be stamped by hand with initials at the purchaser’s request. Additionally, Aberfeldy 16 Year Old and 21 Year Old gift sets come with two gold-dipped Glencairn glasses to accompany these higher price point offerings. Consumers can purchase their own gold-dipped bottles at limited local retailers in New York City, Chicago, Dallas, Miami and San Francisco as well as on the Aberfeldy ReserveBar page from now until June 19.

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Brown-Forman Profit Surges 9% in Year as Net Sales Grew 3%

Brown-Forman Corp. reports net profit of $903 million, or $1.89 a share, up 9% on net sales of $3.5 billion, which grew 3% (+6% on an underlying basis) compared to fiscal 2020. Reported operating income increased 7% to $1.2 billion (+4% on an underlying basis) and diluted earnings per share grew 9% to $1.88.

The growth in fiscal 2021 was across all three International Money Fund clusters.  Jack Daniel’s family of brands grew 4% (1%, reported), Brown Forman’s premium bourbons maintained double-digit underlying sales growth, and the tequila portfolio’s net sales grew 14% (9% reported).

Jack Daniel’s family of brands underlying net sales growth was driven primarily by Jack Daniel’s RTDs, the international launch of Jack Daniel’s Tennessee Apple, and volume-driven growth from Jack Daniel’s Tennessee Honey and Gentleman Jack. These gains were partially offset by a reduction in Jack
Daniel’s Tennessee Whiskey’s underlying net sales.

The Jack Daniel’s family achieved several milestones in fiscal 2021 including:
◦ Jack Daniel’s RTDs depleted over 12 million 9L cases
◦ Jack Daniel’s flavors depleted over 3 million 9L cases
◦ Gentleman Jack depleted over 800 thousand 9L cases

Premium bourbons grew underlying net sales with both Woodford Reserve and Old Forester maintaining strong double-digit growth.

The tequila portfolio’s underlying net sales growth was led by double-digit underlying net sales growth for el Jimador and Herradura in the U.S. coupled with strong volume-driven increases from New Mix in Mexico. These gains were partially offset by declines for Herradura and el Jimador in Mexico.

Brown-Forman’s President and Chief Executive Officer Lawson Whiting stated, “Brown-Forman’s performance in fiscal 2021 demonstrates the resilience of our strategy and our people, and the strength of our portfolio and our brands. In an unprecedented and complex environment, we delivered underlying net sales
growth consistent with our long-term expectations. I am proud of this performance, and the work we did throughout the year to advance our commitments to environmental sustainability, diversity and inclusion, and community outreach. We place great care and focus on being strong stewards of our culture, our brands, and
our communities, and it is evident in this fiscal year’s results.”

Looking to the future, “We are optimistic as we look ahead, as we expect the operating environment to continue to improve” noted Jane Morreau, EVP/CFO said. “We remain confident in the collective strength of our markets and should benefit from the re-opening of the on-premise channel and increase in tourism. Additionally, our portfolio remains well-positioned to capitalize on the
continuing spirits premiumization trend. For fiscal 2022, we anticipate mid-single-digit growth in underlying net sales and operating income.”

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