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Malibu rum is transforming summer into more than just a season, but instead a way of thinking.
Singer Jax recently released a new version of Rupert Hines’ 1979 single ‘Escape (the Pina Colada Song)’ for a new Malibu campaign. As August is National Rum Month, it’s the perfect time for Malibu, a popular flavored rum brand, to make a splash. But what about the rest of the year? That’s the challenge VP of Marketing Matt Foley is facing. In a recent episode of the Marketer’s Brief podcast, Foley discussed how Malibu’s new campaign, “Do Whatever Tastes Good,” aims to shift the idea of summer from just a season to a mindset, ensuring that Malibu remains relevant year-round.
Foley explained, “‘Do Whatever Tastes Good’ was about understanding and defining what it meant for Malibu to be associated with summer. We wanted to go beyond just being a summer brand and become a brand that embodies the summer mindset, that feeling of taking a vacation, forgetting your worries, and embracing fun and playfulness. That’s where Malibu comes in.”
The “Do Whatever Tastes Good” campaign was part of a global brand reset in 2022, in collaboration with Wieden+Kennedy London. The strategy behind the campaign is to leverage Malibu’s association with sunshine and beaches to remind consumers that they can have those carefree moments at any time, not just during the summer.
Malibu’s rum sales saw a decline of 7.8% in the US in 2022, according to Impact Databank figures reported by Shanken News Daily. However, Malibu’s ready-to-drink cocktails experienced a significant increase of 260% after being introduced in 2021. Foley acknowledged the importance of summer associations for the brand but also emphasized the need to expand beyond being a brand solely associated with that season. He said, “We realized that summer associations are fantastic and important for us. But they can limit us to being a brand that only gets selected for a moment. So, we wanted to play to our strengths and not move away from being associated with summer but further define it and become a brand that can transport people into that moment at any time.”
Another crucial aspect of the Malibu brand is music. This year, they collaborated with singer Jax to record a new version of Rupert Holmes’ 1979 hit, “Escape (the Pina Colada Song).” The song and its accompanying video aim to keep Malibu in the cultural conversation, which is essential for an established brand like Malibu. Additionally, Malibu was involved in a video for another “Escape” remix this summer, by DJ Cassidy and Shaggy featuring Rayvon.
Foley emphasized the importance of staying fresh and buzzworthy as a brand. He stated, “We have a great product, and we’re relevant throughout the year. However, it’s always important to come up with activations like we did this summer to keep the brand fresh and something that people are talking about.”
In conclusion, Malibu’s “Do Whatever Tastes Good” campaign aims to redefine the brand’s association with summer and extend its relevance beyond a single season. By leveraging their equity in sunshine, beaches, and music, Malibu is reminding consumers that they can experience carefree moments at any time. With their new campaign and exciting collaborations with artists like Jax, Malibu continues to stay in the cultural conversation and ensure their brand remains fresh and relevant.
Super Bowl ads for beer, spirits, or sportsbooks won’t be aired on Nickelodeon.
Title: Nickelodeon’s Super Bowl Telecast: A Kid-Friendly Advertising Experience
Introduction:
Television’s largest advertising platform, the Super Bowl, is set to take on a new look with Nickelodeon’s alternate kids-focused telecast in February. While Nickelodeon’s vast audience presents an exciting opportunity for advertisers to expand their reach, the channel’s commitment to providing a safe environment for children means that certain adult-oriented ads will not be featured. In this blog post, we explore how Nickelodeon plans to maintain its family-friendly image during the Super Bowl telecast.
1. Nickelodeon’s Unique Advertising Approach:
Nickelodeon, a channel known for catering to kids, has made a conscious decision to refrain from running advertisements promoting adult products during its Super Bowl telecast. This means that instead of the traditional beer, alcohol, and sportsbook ads, viewers will be treated to something entirely different.
2. Advertisements Catered to Kids:
In place of adult-oriented ads, Nickelodeon will substitute them with either entirely new advertisements sold to kid-friendly companies, promos from Paramount’s business ventures, or a return to the game telecast itself. By doing so, Nickelodeon ensures that its young viewers are exposed to appropriate content that aligns with its brand values.
3. Impact on Advertisers:
While some advertisers may initially be disappointed by the absence of their ads during Nickelodeon’s telecast, they should acknowledge the potential of marketing their products to a large and engaged audience through CBS, which handles all ad sales for both broadcasts. The increased reach offered by Nickelodeon’s younger demographic provides a unique opportunity for advertisers to tap into a fresh market.
4. Historical Context:
CBS has previously encountered similar challenges during its Nickelodeon productions. In the past, when the network aired games like the Broncos-Rams on Christmas, or the Cowboys-49ers and Bears-Saints wild-card playoff games, it either modified the existing ads to feature more kid-friendly brands from the same company or ran promos in their place. However, these games were not advertising showcases like the Super Bowl, suggesting that CBS may seek exclusive ads to fill the spots on its Nickelodeon telecast.
Conclusion:
The integration of Nickelodeon’s alternate kids-focused telecast into the Super Bowl advertising landscape presents a unique opportunity for advertisers to expand their reach to a broader audience. While adult-oriented ads will not be featured on Nickelodeon, the channel’s commitment to providing a safe and suitable environment for children aligns with its brand values. Through innovative approaches such as introducing new advertisements or utilizing promos, Nickelodeon ensures that its young viewers can enjoy the Super Bowl experience without being exposed to inappropriate content.
Disclaimer: This blog post was adapted from an article by John Ourand in Sports Business Journal. Please note that some published links may entitle us to compensation. By using this site, you agree to our Privacy Policy, which includes sharing information with our social media partners.
As part of its expansion into the spirits industry, Molson Coors acquires a Kentucky whiskey-maker.
Chicago-based Molson Coors made a surprising announcement yesterday, revealing its first-ever spirits acquisition. The beer giant has acquired Blue Run Spirits, a bourbon and rye whiskey-maker based in Kentucky. The move is part of Molson Coors’ efforts to expand its product offerings beyond beer and tap into the growing spirits market.
By acquiring Blue Run Spirits, Molson Coors will more than double its spirits team, according to a news release. Mike Montgomery, co-founder and CEO of Blue Run, will become vice president of Molson Coors’ Coors Spirits Co., which will house Blue Run as well as the company’s previous ventures into whiskey, Five Trail Blended American Whiskey, and Barmen 1873 Bourbon.
In an interview with the Tribune, Michelle St. Jacques, Chief Commercial Officer of Molson Coors, described Blue Run as one of the hottest new entrants in the whiskey industry. She explained that Molson Coors shifted its focus to become a total beverage company three years ago, aiming to strengthen its core beer brands while also premiumizing and expanding beyond beer.
Blue Run will continue with its plans to build a distillery in Kentucky by 2025. The brand, which launched last year and has already garnered numerous bourbon awards, has announced its intention to release three new whiskeys later this year. Blue Run’s whiskey is often produced in small batches, creating an air of exclusivity that attracts avid bourbon enthusiasts.
The acquisition comes as Molson Coors looks to relocate its Chicago office from Wacker Drive to BMO Tower in the West Loop next summer. The company had previously announced plans to move its North American headquarters from Denver to Chicago in 2019, as it sought to expand beyond beer and tap into emerging beverage trends.
In recent years, Molson Coors has faced competition from craft and imported beer, as well as the rising popularity of hard seltzers. To keep up with evolving consumer preferences, the company expanded its product offerings, launching a hard coffee and a canned wine in 2019. Last year, Molson Coors partnered with Coca-Cola to create Topo Chico Hard Seltzer.
The beer giant’s efforts to diversify its portfolio have paid off, with net sales reaching nearly $3.3 billion in the second quarter of this year, up 11.8% from the same period last year. This marks the company’s strongest quarter since the merger of Molson and Coors in 2005, according to an earnings release.
When asked about the decision to venture into spirits, David Coors, executive chair of Coors Spirits Co., revealed that the company had recognized the growth of the whiskey category. He noted that the initial stages of whiskey production are similar to the beer-making process. The move into spirits marks a departure from the company’s beer-centric identity.
David Coors also shared an interesting anecdote from his college days. He had once told his father, former Molson Coors Chairman Peter Coors, that the company should make a whiskey. However, his father responded by saying, “We’re good at one thing, and that’s beer.” Despite this initial sentiment, the company has now made its foray into the spirits market with Blue Run Spirits.
While Molson Coors hasn’t ruled out introducing other spirits to its portfolio, its current focus remains on whiskey. The acquisition of Blue Run Spirits is a strategic move that reflects the company’s commitment to expanding its product offerings and remaining competitive in an ever-changing beverage market.
– Outstanding wine lists can be found at 7 restaurants in New York City.
Indulge in the Adventure of Wine Selection at Seven Incredible NYC Restaurants###
There is something truly exhilarating about exploring a wine list and pondering which delectable treasures will perfectly complement your meal. While opting for the sommelier’s suggested pairings might save time and effort, there is nothing quite like the excitement of perusing a remarkable and alluring wine list. In recent years, as restaurant menus have become more focused, wine lists have expanded, offering a diverse selection of bottles and glasses from various countries and price ranges. In our quest to find the most exceptional dining experiences in New York City, we have discovered seven recently opened restaurants that not only offer outstanding food and service but also boast exciting and original wine programs.
Whether you find yourself enchanted by a tome-like wine list or intrigued by a concise yet curated selection, these establishments are bound to surprise and delight with their abundance of alternatives. From renowned appellations to hidden gems in remote wine zones, each restaurant we have found caters to a wide range of tastes and preferences. Even when stumbling upon a single-nation wine list, you will be amazed by the diversity of regions and styles represented, far exceeding the expectations of even the most discerning wine enthusiasts.
Whether you are a resident of the Big Apple or planning a visit in the near future, these exceptional restaurants with their remarkable beverage programs should undoubtedly be on your radar. Indulge in the adventure of selecting the perfect wine to elevate your dining experience and immerse yourself in the captivating world of vinous wonders. Cheers to discovering new flavors and celebrating the art of gastronomy!
To learn more about these extraordinary restaurants and their exceptional wine programs, click here to read the full article.
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The Old-Fashioned made with rum infused with banana.
Title: An Exotic Twist on the Classic Old-Fashioned: Banana-Infused Rum Recipe
Introduction:
When you think of an old-fashioned cocktail, whiskey is likely the first spirit that comes to mind. But have you ever considered using rum instead? In this blog post, we’ll explore the world of rum old-fashioneds and how you can infuse your own banana-flavored rum for a tropical twist on this timeless drink.
Unleashing the Creative Possibilities:
Bartending books, both classic and contemporary, reveal that there are no strict rules when it comes to an old-fashioned cocktail. The key lies in the method of preparation, where a base spirit is complemented by the addition of sweetener, bitters, and citrus. This allows for the creation of unique variations using different spirits such as bourbon, mezcal, tequila, and yes, even gin!
My Personal Favorite: Rum:
Out of all the options, rum is undoubtedly my personal favorite. It possesses the depth and complexity of a traditional rye old-fashioned, but with subtle floral and fruity notes. It’s the perfect spirit to experiment and put a fresh spin on the classic recipe.
Introducing Banana-Infused Rum:
To add a touch of tropical flair to my rum old-fashioned, I replace the traditional simple syrup or sugar cube with a dash of banana-infused rum. This infusion imparts a delightful banana flavor that pairs exceptionally well with the depth of aged rum. To create this infusion, soak dried banana chips in your favorite dark rum for at least a week. But for those who can’t wait, high-quality banana liqueurs are an excellent substitute.
The Versatility of Banana-Infused Rum:
Often associated with tiki cocktails and frozen drinks, banana-infused rum shines in spirit-forward recipes, like the old-fashioned. However, its applications aren’t limited to this classic cocktail alone. You can also use it as a replacement for sugar syrup in a daiquiri, adding a whole new dimension of flavor to a beloved Caribbean favorite. If you prefer a different sweetener, demerara syrup works wonders too.
The Perfect Harmony of Bitters and Orange Twist:
To elevate the flavor profile of our banana-infused rum old-fashioned, a combination of bitters is essential. Angostura aromatic bitters and orange bitters team up harmoniously, introducing subtle notes of allspice and cardamom. For the finishing touch, a twist of orange zest imparts its oils, enhancing the drink without adding any additional bitterness.
Infusion Process:
Combine 8 oz. unsweetened banana chips and 2 cups of aged dark rum in a jar. Seal the jar and let it sit at room temperature for at least a week, allowing the flavors to meld. Strain the mixture through a fine-mesh sieve or use cheesecloth for a clear infusion. Discard the solids and transfer the infused rum into a clean jar for long-term storage. This recipe yields approximately 2 cups of delicious banana-infused rum.
Conclusion:
In just a few simple steps, you can create a delightful and unique old-fashioned cocktail using banana-infused rum. Whether you choose to make your own infusion or opt for high-quality banana liqueur, this tropical twist will undoubtedly breathe new life into your home bar. So go ahead, experiment, and enjoy the flavors of paradise in the comfort of your own glass. Cheers!
His ‘Progress’ since the snowplow accident allowed Jeremy Renner to announce his vodka company.
Title: Embracing Gratitude and New Opportunities: Jeremy Renner’s Inspiring Journey
Introduction:
Life has a funny way of both knocking us down and propelling us forward. This sentiment rings true for the talented actor Jeremy Renner, best known for his role as Hawkeye in the Marvel Cinematic Universe. In a recent Instagram post, Renner expressed his deep gratitude for the progress he has made since the start of this year. The journey that led him to this point is nothing short of remarkable and inspiring.
A Near-Tragic Snowplow Accident:
Eight months ago, Renner’s life took an unexpected turn when his snowplow ran him over, resulting in the breaking of more than 30 bones. It was a near-tragic incident that left him facing a long and challenging road to recovery. However, Renner’s resilience and determination have been nothing short of awe-inspiring.
Perseverance and Progress:
Despite the immense physical and emotional pain, Renner refused to let this setback define him. He acknowledged the progress he has made since the beginning of the year, which allowed him to embrace new opportunities. One such endeavor is his recent involvement with Sweet Grass Vodka.
A Shared Mission:
Renner’s decision to join forces with Sweet Grass Vodka stems from the brand’s commitment to community and shared experiences. The actor was drawn to their mission, and upon trying the vodka, he knew he wanted to be a part of it. This partnership represents a new chapter in Renner’s life, filled with exciting ventures and boundless possibilities.
The Road to Recovery:
Renner’s recovery has been a testament to his unwavering spirit. Through countless surgeries and rehabilitation sessions, he has shown immense strength and determination. The actor broke over 30 bones in the accident but has refused to let pain deter him from his goals. His story serves as a reminder that progress often comes hand in hand with pain.
Celebrating Life and New Friendships:
In recent weeks, Renner has been taking the time to savor life’s little joys. He made an appearance at his friend Katie Cazorla’s comedy show, radiating happiness and surrounded by a supportive group of friends. According to witnesses, Renner looks healthy, happy, and incredible—a reflection of his remarkable recovery journey.
Looking Ahead:
Renner’s positive attitude and readiness to embrace new opportunities is truly inspiring. As he continues to heal and grow stronger, he plans to make cross-country appearances during a bottle signing tour for Sweet Grass Vodka. His engagement with this project is a testament to his desire to connect with the audience he cherishes.
Conclusion:
Jeremy Renner’s incredible journey from a near-fatal accident to embracing new opportunities is a reminder that life’s challenges can lead to remarkable personal growth. His resilience, gratitude, and perseverance inspire us all to embrace the obstacles we face and turn them into opportunities for progress. Renner’s story is a testament to the power of the human spirit and serves as a reminder to never give up, no matter how tough the road may seem.
Wölffer Estate, the winery located on Long Island, keeps up with the latest trends in the world of wine.
Families Flock to Wölffer Estate in Long Island for Wine Tasting & Picnics
When Wölffer Estate in Long Island, New York, first started producing rosé wine in the early 1990s, little did they know that they were at the forefront of a trend that would explode in popularity years later. Back then, rosé was far from cool, but Wölffer Estate had the foresight to embrace it, and it has paid off handsomely. Their ‘Summer in a Bottle’ rosé is now one of the top-selling premium rosés in the U.S.
Not content with just one success story, Wölffer Estate also saw the potential in the rising hard cider trend. By supporting NY apple farmers and capitalizing on the craze, they have managed to create a highly profitable cider business. Their latest venture? The release of ‘Spring in a Bottle,’ the first U.S. ultra-premium, non-alcoholic, sparkling rosé wine, priced at $20. And it’s already flying off the shelves.
So, how does a winery established in 1988 manage to stay ahead of the curve in an industry known for its slow pace of change? According to Joey Wölffer, Co-Owner and Chief Brand Officer, it all comes down to listening to their customers. The weekend visitors to their tasting room, many of whom are young people, provide valuable feedback on what they enjoy. This customer-centric approach has proven to be a winning formula.
But it’s not just the customers who have a voice at Wölffer Estate. The winery has fostered a culture of innovation and collaboration, giving them a competitive edge. Recently, they joined forces with iconic Australian fashion brand, ZIMMERMAN, to create a limited-edition rosé with bold patterns and textures. The unique bottle design quickly sold out. Being a family-run business allows them to be agile and take risks, says Marc Wölffer, Joey’s brother and Co-Owner and Chief Strategy Officer.
Winemaker and Partner, Roman Roth, a 30-year veteran at Wölffer Estate, agrees that their family-run status sets them apart. While others in the wine industry may be shackled by tradition, Roth and his colleagues at Wölffer Estate are free to experiment with new concepts. This mindset has enabled them to collaborate with a German wine producer to create their non-alcoholic sparkling rosé, made with organic grapes and produced by another family-run business.
Collaboration is not limited to international partnerships. Wölffer Estate actively works with family wineries around the world to produce their wines. They make rosé in Provence and produce various wines in Argentina and Majorca, all in collaboration with local vintners. The strategy seems to be working, with Wölffer now producing over 175,000 cases of wine, 100 cases of cider, and spirits that are distributed nationwide.
Not only is Wölffer Estate a leader in the wine industry, but they also make a significant contribution to the local economy. With 170 employees, they are one of the largest employers on Long Island. They farm 55 acres of sustainably certified vineyards, overseen by Vineyard Manager Richie Pisacano. To support the local community, Wölffer Estate hires extra staff during harvest season, providing employment opportunities when other businesses are downsizing.
While they may be best known for their rosé wines, which make up 72% of their production, Wölffer Estate also offers a range of traditional still wine varieties, including chardonnay and cabernet sauvignon. With an average price point of $25 per bottle, their wines offer exceptional quality and value.
Visiting Wölffer Estate is not just about the wine; it’s an experience. Families flock to the winery for wine tastings and picnics, enjoying the beautiful surroundings and the warm hospitality of the Wölffer family. Whether it’s embracing new trends, fostering collaboration, or supporting local businesses, Wölffer Estate has shown time and time again that innovation and passion are the keys to success in the ever-evolving wine industry.
The Beauty of Diversity in Wölffer Estate’s Wine Portfolio
Wine enthusiasts, gather around! Today, we’re going to explore the enchanting world of Wölffer Estate wines – a winery that prides itself on producing a wide variety of exceptional wines that truly capture the essence of their respective regions.
Let’s start with their collection of rosé wines, each showcasing the unique characteristics of the regions they hail from. First up, we have the Wölffer Summer in a Bottle Rosé from Provence, which embodies the delicate floral, peach, and tangerine notes of Southern France. Close your eyes and let the aromas transport you to the picturesque vineyards of Provence.
Next on our rosé journey, we have the Wölffer Summer in a Bottle Rosé from Long Island. This particular wine boasts a lighter and more elegant style, with refreshing notes of fresh pear, melon, and a hint of salinity. Sip on this enchanting rosé and allow yourself to be captivated by the magic of Long Island.
Now, let’s venture all the way to Argentina, where we discover the Finca Wölffer Rosé. This fruit-forward wine is bursting with flavors of baked apple, pear, and a hint of berries and hay. It’s a delightful choice for those who prefer a more luscious and vibrant rosé.
Last but certainly not least, we have the Wölffer Spring in a Bottle from Germany. Despite being a non-alcohol sparkling rosé, it doesn’t compromise on flavor. Brimming with floral, raspberry, and peach notes, this delightful creation will leave you utterly amazed at its complex and refreshing profile.
Beyond their stunning rosé selection, Wölffer Estate has more to offer. Their wine portfolio is organized into three distinct levels – the Gold Label series, Cellar series, and White Horse series. The Gold Label series features elegant food-friendly wines at a mid $20’s price point, perfect for any occasion.
For those seeking something a little more exclusive, the Cellar series offers limited-release wines ranging from $24 to $32. These hidden gems are reserved for those who appreciate the finer things in life and are willing to embark on a truly unique wine tasting experience.
And finally, the White Horse series encompasses ultra-premium complex wines with prices ranging from $32 to $125. This collection includes the esteemed Christian’s Cuvee, a luxury offering only produced during the best vintages, with a price tag of over $100. These wines are a testament to Wölffer Estate’s dedication to creating unforgettable, unparalleled wine experiences.
But Wölffer Estate isn’t just about producing exceptional wines. They also place a strong emphasis on sustainability and ethical practices. As one of the first wineries on Long Island to be certified sustainable by Long Island Sustainable Winegrowing, Wölffer Estate adheres to 200 farming best practices, ensuring environmental preservation and fair treatment of employees.
However, the climate change phenomenon has also presented challenges for grape farming on Long Island, as it has in other parts of the world. Despite this, Wölffer Estate has managed to adapt and thrive, harvesting grapes two weeks earlier than before due to the warmer weather. The unique sea breeze on Long Island not only protects the grapes from excess humidity but also imparts a delightful touch of salinity to some of their wines, adding another layer of complexity.
Looking to the future, Wölffer Estate has exciting plans in the pipeline. They are considering expanding into new markets, including parts of Asia and Australia. Furthermore, they have already delved into other ventures beyond wine, such as producing cider, gin, and brandy. However, amidst all their growth and exploration, the Wölffer family remains steadfast in their commitment to quality and customer satisfaction. Family is at the heart of everything they do, and they understand the importance of leaving behind a lasting legacy.
So, whether you’re a devout rosé lover, a wine connoisseur yearning for new experiences, or simply someone seeking the finest wines crafted with love and passion, Wölffer Estate has something to offer. Take a sip, immerse yourself in the journey, and allow these remarkable wines to transport you to the beautiful regions they call home. Cheers to diversity and the exquisite world of Wölffer Estate wines!
A hot Kentucky whiskey brand is being acquired by the second-largest beer maker in the U.S.
**Breaking Tradition: Major Beer Company Acquires Kentucky Distillery**
In an unexpected turn of events, Molson Coors, the renowned beer maker, has made a surprising move by purchasing Blue Run Spirits, a Kentucky-based distillery. The announcement, made on Tuesday, took the industry by storm, signaling a significant shift for both the beer and spirits markets.
Blue Run Spirits had previously unveiled plans to construct a groundbreaking $51 million distillery in Georgetown’s Lanes Run Business Park. The design of this innovative facility was to be led by the same firm responsible for Google’s headquarters. Despite the acquisition, these plans will remain intact, and the distillery is still expected to open its doors in 2025.
Jim Rutledge, a Bourbon Hall of Famer and the brand’s distillery consultant, will continue his association with Blue Run. This retention of key personnel reinforces Molson Coors’ commitment to maintaining the brand’s values and heritage.
The exact purchase price for Blue Run Spirits has not been disclosed. Nevertheless, the acquisition represents a significant move by Chicago-based Molson Coors, the second-largest brewer in the U.S. with over $10 billion in annual sales. Known for Coors Light, Miller Lite, and many other popular alcohol brands, Molson Coors has been actively expanding beyond its beer roots.
Michelle St. Jacques, Molson Coors’ Chief Commercial Officer, stated, “Molson Coors has been on a journey to broaden beyond our beer roots and build powerful brands in growing categories, and Blue Run joining us is an exciting next step as we establish Coors Spirits Co.”
Launched in October 2020, Blue Run Spirits quickly gained traction as a hot whiskey brand. Each individual release achieved remarkable sales, with bottles selling out within minutes. Notably, their releases have consistently garnered awards in spirits competitions, solidifying their reputation as a quality whiskey producer.
Blue Run Spirits is famous for its butterfly medallion-adorned bottles, which have become a symbol of their brand. Currently available in 31 states and online, Blue Run Spirits plans to expand its reach and augment its whiskey portfolio with three new releases scheduled for the late summer/fall season.
This acquisition positions Blue Run Spirits as an integral component of the newly established Coors Spirits Co., an expansion of Molson Coors’ existing spirits business. Shaylyn Gammon, an up-and-coming talent in the spirits industry, will serve as whiskey curator for Coors Spirits Co., while Blue Run’s co-founder and CEO, Mike Montgomery, assumes the role of Vice President.
David Coors, executive chair of Coors Spirits Co., will continue to lead Molson Coors’ full-strength spirits strategy and business development. Notably, Molson Coors ventured into the spirits market just last year with the introduction of Five Trail Blended American Whiskey, followed by the launch of Barmen 1873 Bourbon in 2022.
Mike Montgomery, expressing his gratitude, stated, “Since launching Blue Run, we have always strived to do things a little differently to truly embrace today’s younger, more diverse generation of whiskey drinkers. We are humbled by how the whiskey community has embraced our vision and that Molson Coors wants to join and support us in this journey.”
The acquisition of Blue Run Spirits marks the fourth major sale within the distillery industry in recent years. In March 2022, Bardstown Bourbon Co. was sold to Pritzker Private Capital, followed by their acquisition of Green River distilling in Owensboro just three months later. In October 2022, Wilderness Trail Distillery in Danville, the 14th largest in the world, was sold to Campari Group for a staggering $600 million.
Molson Coors’ bold move to acquire Blue Run Spirits underscores the rapidly evolving landscape of the alcoholic beverage industry. This unexpected partnership between a major beer company and a distinguished distillery symbolizes the drive to adapt and diversify in an ever-changing market. As Blue Run Spirits prepares to take its place within Coors Spirits Co., we can anticipate further innovation and growth from this groundbreaking collaboration.
A hot Kentucky whiskey brand is being acquired by the second-largest beer maker in the U.S.
A surprising acquisition has taken place in the alcohol industry. Molson Coors, known for its popular beer brands, has announced its purchase of Blue Run Spirits, a Kentucky-based distillery. Blue Run had previously announced plans to build a cutting-edge distillery in Georgetown, with a design by the same firm that worked on Google’s headquarters. The distillery is set to open in 2025 and will proceed as planned under the new ownership.
One notable aspect of this acquisition is that Blue Run will maintain its association with Bourbon Hall of Famer Jim Rutledge, who will continue to serve as the brand’s distillery consultant. This ensures that the expertise and quality that Blue Run is known for will remain intact. The purchase price for Blue Run has not yet been disclosed.
Molson Coors, based in Chicago, is the second-largest brewer in the U.S., with a portfolio that includes famous brands like Coors Light, Miller Lite, and Blue Moon Belgian White. This acquisition signifies Molson Coors’ desire to expand beyond its beer roots and establish a presence in the spirits market. The company is launching Coors Spirits Co., with Blue Run joining as one of its brands.
Blue Run has quickly gained popularity since its launch in October 2020. Its limited releases have consistently sold out within minutes, and the brand has already garnered numerous awards in spirits competitions. Three new releases from Blue Run are slated to launch later this year.
The whiskey brand is best known for its distinctive bottles featuring a butterfly medallion. Currently available in 31 states and online, Blue Run has made a significant impact on whiskey enthusiasts across the country. The acquisition by Molson Coors will undoubtedly provide the resources and reach necessary to further grow the brand.
Coors Spirits Co.’s whiskey curator, Shaylyn Gammon, will oversee Blue Run’s whiskey production. Meanwhile, Blue Run co-founder and CEO Mike Montgomery will take on the role of VP within Coors Spirits Co. David Coors will continue to lead Molson Coors’ spirits strategy and business development as the executive chair of Coors Spirits Co.
Molson Coors made its foray into the spirits market in 2021 with the introduction of Five Trail Blended American Whiskey. In 2022, they launched Barmen 1873 Bourbon. The acquisition of Blue Run represents the company’s ongoing commitment to diversifying its product portfolio and appealing to a broader consumer base.
Mike Montgomery, Blue Run’s co-founder and CEO, expressed gratitude for the support and recognition the brand has received from the whiskey community. He sees Molson Coors’ involvement as an opportunity to continue Blue Run’s journey of innovation and appeal to a younger, more diverse generation of whiskey drinkers.
This acquisition marks the fourth major sale in the spirits industry within the past two years. Bardstown Bourbon Co. was sold to Pritzker Private Capital in March 2022, followed by Bardstown Bourbon Co.’s purchase of Green River distilling in June 2022. In October 2022, Wilderness Trail Distillery in Danville, one of the world’s largest distilleries, was acquired by Campari Group for $600 million.
The Blue Run acquisition showcases the ever-evolving nature of the alcohol industry. Established beer companies like Molson Coors are recognizing the potential for growth in the spirits market and are actively seeking opportunities to expand their offerings. As the consumer base continues to diversify, we can expect more unexpected acquisitions and collaborations in the alcohol industry.
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returns? AZ: Right now, Bordeaux wines are performing exceptionally well in the market. This is due to a combination of factors, including increasing global demand and limited supply. Bordeaux has always been regarded as the pinnacle of fine wine, and collectors and investors continue to seek out these prestigious bottles. Other regions that are showing strong returns include Burgundy, Champagne, and Napa Valley. These regions have their own unique characteristics and produce wines that consistently receive high scores from critics, making them highly sought after in the market. MK: How important is storage and provenance when it comes to investing in wine? AZ: Storage and provenance are two crucial factors to consider when investing in wine. Proper storage conditions are essential to maintaining the quality and value of the wines over time. Factors such as temperature, humidity, and light exposure can greatly impact the condition of the wine and ultimately its investment potential. Investing in a professional storage facility or cellar management service is highly recommended to ensure optimal conditions for your wine collection. Provenance refers to the wine’s origin and history. It’s important to ensure that the wine you are investing in has a reliable and documented chain of custody, from the winery to your possession. This helps establish the authenticity and quality of the wine, which can greatly impact its value in the market. MK: How does Vinovest make wine investing accessible to a wider audience? AZ: Vinovest is built on the belief that everyone should have the opportunity to invest in wine, regardless of their net worth or level of knowledge. We have simplified the process of wine investing by offering a seamless digital platform that handles all aspects of the investment journey. Our team of experts curates a portfolio of investment-grade wines from around the world, taking into account factors such as provenance, storage conditions, and market performance. We handle all logistics, including storage, insurance, and selling the wine when the time is right. Through our innovative fractional ownership model, investors can own a diversified portfolio of rare wines and whiskeys with as little as $1,000. This allows for greater accessibility and flexibility in the wine investment market. MK: What advice do you have for someone who is new to wine investing? AZ: My first piece of advice would be to educate yourself about the basics of wine investing. Understand the different regions, varietals, and vintages that are highly regarded in the market. Familiarize yourself with key wine critics and their scoring systems, as this will help you gauge the quality and potential value of a wine. It’s also important to set clear investment goals and establish a budget that you are comfortable with. Consider working with a platform like Vinovest that can provide guidance and support throughout your wine investment journey. And finally, be patient. Wine is a long-term investment that requires time for the wines to mature and appreciate in value. Don’t expect immediate returns, but rather focus on building a diverse and well-curated portfolio that will yield rewards over time. MK: Thank you, Anthony, for sharing your insights on wine investing. It’s fascinating to see how wine can be a viable asset class and a way to combine passion with financial growth. AZ: My pleasure, thank you for having me. Wine truly is a unique and rewarding investment opportunity, and I’m excited to be a part of making it more accessible to wine lovers and investors alike. Cheers!
Title: Unveiling the Delicious World of Wine Investing: A Vinovest Perspective
Introduction:
Welcome to the captivating world of wine investment, where the perfect blend of passion and profit awaits. In this blog post, we will explore the unique returns and strategies that Vinovest clients have experienced. So grab a glass of your favorite vintage and embark on this exciting journey with us.
The Stars of the Show: Burgundy and Champagne
The answer to the question “Which wines offer the highest returns for Vinovest clients?” can be summed up in two words: Burgundy and Champagne. These iconic regions have delivered exceptional performance over the years, with top Burgundy wines witnessing an impressive growth of 704% since 2004, closely followed by top Champagnes at 539%. These figures are nothing short of remarkable.
Cycles of the Wine Industry:
Similar to any market, the wine industry operates in cycles. While Burgundy and Champagne have experienced skyrocketing growth in recent years, they are currently undergoing a phase of performance cooling, which can be seen as a natural price correction. As a result, other regions such as Tuscany and Bordeaux have emerged as top performers in the present year, providing opportunities for lucrative investments.
The Art of Patience: Maximizing Returns
One of the key principles that Vinovest imparts to its clients is the importance of patience. Fine wine investment is a long-term endeavor, not designed for those seeking short-term gains. The value of fine wine typically appreciates the most as it nears maturity. The moment a wine enters its peak maturity window, demand soars while supply diminishes, resulting in substantial returns for investors.
Let’s take the example of the 1997 Domaine Anne Gros Richebourg Grand Cru, an exceptional Burgundy wine. In 2017, its price had increased by a respectable 74.1%. However, by the beginning of this year, the price had skyrocketed by a staggering 595%, as the wine approached maturity. Those who held onto this wine were undoubtedly rewarded, while those who sold prematurely may be ruing their decision.
Understanding the Risks of Selling Early:
Selling wine before it matures invites a range of challenges. Young wines often have higher supply and lower liquidity, leading to increased competition among sellers. By exercising patience and waiting for the wine to mature, investors significantly enhance their chances of maximizing returns. Life circumstances may prompt individuals to consider selling prematurely, but it is essential to weigh the potential consequences and evaluate the best course of action.
The Delight of Wine Consumption:
At Vinovest, we understand that wine is not solely an investment asset but a passion to be savored. Many wine enthusiasts utilize Vinovest as a natural extension of their interests. We have encountered countless individuals who express the desire to earn sufficient returns to cover the cost of their wine consumption.
It is worth noting that our clients fully own the wines in their portfolios. While Vinovest is an investment platform, we gladly offer the option to have the wines delivered to their doorsteps, enabling them to experience the joy of tasting their own portfolio firsthand. Our commitment is to provide a holistic wine investment experience that combines the best of both worlds.
Conclusion:
As we conclude this enriching adventure through the world of wine investing, we hope you have gained valuable insights into the potential returns and strategies employed by Vinovest clients. Remember, investing in wine is a journey that rewards patience, expertise, and a genuine love for the art of winemaking. So, if you’re ready to raise a glass to the tantalizing possibilities of wine investment, navigate to vinovest.co and embark on your own vinous odyssey today. Cheers!