Le Crema

Posted on April 28, 2021 by Joel Whitaker

La Crema Winery launched its Sonoma Coast Experiential Tour, which will kick off at the 147th Kentucky Derby, where La Crema is the Preferred Wine of Churchill Downs and the Kentucky Derby for the next four years.

Following the Kentucky Derby, it will then make an appearance at Preakness Stakes, where La Crema is the official wine sponsor, and then on to the Belmont Stakes, where La Crema is the preferred wine of the Belmont Stakes Racing Festival — the trio of events is often referred to as horse racing’s “Triple Crown.”

“The goal of the La Crema Sonoma Coast Experiential Tour is to bring the wine country experience directly to the consumer,” says Barbara Banke, chairman and proprietor of Jackson Family Wines, owners of La Crema. “After a challenging year for all, filled with cancelled events and travel, we’re delighted to have the opportunity to take La Crema on the road and reconnect with our fans.”

La Crema’s Sonoma Coast Experience offers an elevated, transportable pop-up tasting room where guests can sample expressive wines in a space that harkens back to the winery’s home in the Russian River Valley, which lies within the larger Sonoma Coast appellation. With proper social distancing guidelines in place, visitors will feel transported to wine country through a clever and stylish interpretation of the La Crema Estate at Saralee’s Vineyard that encapsulates a day-in-the-life at the estate.

From May through September 2021, the La Crema Sonoma Coast Experience will appear at the following events and locations:

  • The Kentucky Derby in Louisville, KY from April 27 – May 1, 2021
  • Preakness Stakes in Baltimore, MD from May 13 – May 16, 2021
  • Belmont Stakes Racing Festival in Elmont, NY from June 3 – June 5, 2021
  • Saratoga Race Course in Saratoga Springs, NY from July 15 – September 6, 2021
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Charles Jacquin et Cie, Inc. Introduces Bartenders Trading Co. Ready-to-Drink Cocktails

Posted on April 28, 2021 by Joel Whitaker

Bartenders Trading Co. is the first product line release from America’s Oldest Cordial Producer since John Cooper – the third generation of his family to lead Charles Jacquin’s – took the reins of the company in March 2020.

Bartenders Trading Co. is a rebranding and repackaging of Original Bartenders Cocktails, which Jacquin’s introduced as the first ready-to-drink cocktail on the market. The freshly crafted, flavorful cream-based and non-cream-based range has been reimagined with carefully curated ingredients and a modern, crisp, fun look and feel. Bartenders Trading Co. will be available in 1.75L, 750ML and 200ML bottles with 10 varieties, including Sarita’s Margarita, Nina’s Pina Colada, and I’m Bananas Over You.

John Cooper, owner of Charles Jacquin’s, said, “While we are coming off a year of 80% growth for the ready-to-drink category, we believe RTDs have really just scratched the surface and there is strong potential in the market, particularly for the larger SKUs targeted towards social group settings. Today’s consumer is looking for quality and convenience. With Bartender’s Trading Co., we’ve taken the time to craft the perfect cocktails, so all you have to do is twist the cap off and pour.”

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Who & What —

Posted on April 28, 2021 by Joel Whitaker

PROMOTED:  Elaine Hamilton to serve as D’usse Cognac ‘s Director of Talent Relations, Partner and Experiential, effective immediately.  She has been with D’usse for more than 10 years.

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ShotGun Spiked Seltzer to Support Lone Survivor Foundation

Posted on April 28, 2021 by Joel Whitaker

ShotGun Spiked Seltzer, the makers of Texas’ first craft spiked seltzer, said they will donate 50 cents for every ShotGun Spiked Seltzer 12-pack sold during the months of May and June to the Lone Survivor Foundation.

The Lone Survivor Foundation (LSF) is a nonprofit organization dedicated to leading veterans and their families on a path to healing from combat trauma by providing no-cost therapeutic services.

This will be the second time that ShotGun has run a two-month donation effort for LSF. Last fall the company donated over $8,000 to the Lone Survivor Foundation.

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Tanduay Sponsors Phoenix Suns

Posted on April 28, 2021 by Joel Whitaker

Tanduay entered into a partnership with the Phoenix Suns. This makes it the first Philippine company to simultaneously sponsor five NBA Teams.

Apart from the Phoenix Suns, Tanduay has inked partnerships with the Minnesota Timberwolves and Milwaukee Bucks early this year. It also has an existing partnership with the Golden State Warriors and the Brooklyn Nets.

In line with the partnership with the Suns, the two organizations will release co-branded bottle packaging during the NBA season.

“As we expand our business worldwide, we create partnerships with organizations that share our passion for excellence. We are confident that the NBA is a significant venue to grow our brand awareness in Arizona and beyond. It is definitely an honor to be a partner of the Phoenix Suns, and we are looking forward to bringing our Philippine-made products to more cities in the U.S. which has a huge potential as a market for rum and other spirits,” Tanduay President and COO Lucio Tan III said.

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58.8% of Consumers Drank Less Alcohol During Pandemic: Survey

Posted on April 28, 2021 by Joel Whitaker

More than half of consumers reported consuming less alcohol throughout the pandemic, What If Media Group, a performance marketing company found when it surveyed consumers.

“Faced with the greatest health crisis in over a century, most Americans took their time at home as an opportunity not just to “mask up” — but to adopt healthier habits as a whole,” says Jordan Cohen, Chief Marketing Officer at What If Media Group.

“Despite the widely reported spike in alcohol sales at the start of the pandemic, most consumers — including those young party animals — actually reported drinking less or looking at new lower alcohol alternatives; and people across generations say they’ve been eating healthier and making better decisions at the supermarket,” he said, adding:

“With restrictions loosening, and people beginning to return to bars and restaurants, whether these health-conscious trends continue into the “post-pandemic world” will be something for brands to pay close attention to.”

While that trend may have been driven by the lack of social gatherings, the  survey results indicate that shifting consumer tastes for healthier options may also be at play, particularly among younger consumers — 62.9% ages 20-29 who were asked the following questions said they consumed less alcohol during the pandemic than before.  The questions they were asked are:

  • How Has The Pandemic Changed Your Alcohol Consumption?
  • Are You Interested in Healthier Alcoholic-Beverage Alternatives?
  • Are You Embracing Pandemic-Related Healthier Eating?

Whether or not these trends will hold as Gen Z ages and grows in spending power, there is a clear opportunity for marketers and advertisers to tap into health-related concerns within this group. Despite this, 53.8% of those aged between 20 and 29 report never or rarely having seen either online or TV ads for new low or non-alcoholic adult beverages–a clear gap in the market when it comes to matching buyer intent.

Additionally, age seems to be the best predictor of these preferences: while men are significantly more likely than women to make a new year’s resolution to drink less alcohol (45.3% compared to 37.9%), approximately 60% of both men and women have no interest in trying healthier alternatives.

This pattern also holds true when it comes to eating throughout the pandemic: while 28.1% of all consumers reported that staying at home had led to them eating more healthily, younger consumers were by far the largest cohort to do so: Some 35.7% of those 19 and under-reported dietary improvements, along with 28.5% of 20-29-year-olds. That compares favorably to the next three age decades, with only those over 60 improving their diet at a higher rate than the youngest respondents.

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