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Introducing the New Wine, Watches & Whiskey Channel on STIRR!
July 30, 2025 (Los Angeles, CA) — Cannella Media DTC has launched Wine, Watches & Whiskey, a new ad-supported streaming channel available on STIRR. This channel offers viewers a curated exploration of wine, spirits, and luxury watches, allowing audiences to enjoy high-quality lifestyle content without a subscription.
Steve Schachter, SVP of Distribution & Business Development at Cannella Media DTC, stated, “Wine, Watches & Whiskey creates a destination for viewers who appreciate craftsmanship, heritage, and elevated experiences. Partnering with STIRR helps us deliver this vision to a larger audience while ensuring a premium, brand-friendly environment.”
The content on Wine, Watches & Whiskey is designed to cater to the interests of a passionate audience. It features documentaries, tasting sessions, and behind-the-scenes access to vineyards and distilleries, all focused on the artistry and skill involved in creating exceptional products. This aligns perfectly with STIRR’s strategy to provide programming that reflects viewers’ interests.
“At STIRR, we recognize that today’s audiences desire more than simple entertainment; they seek engaging content that resonates with their passions,” Schachter added. The STIRR platform is dedicated to fostering engaged communities and offers viewers unique ways to connect with content creators and fellow enthusiasts.
Cannella Media DTC has a proven track record of launching niche channels. In 2024, it introduced RVTV on STIRR, which catered to outdoor recreation enthusiasts. The success of RVTV highlighted the demand for carefully curated content in specific categories. Wine, Watches & Whiskey builds on this momentum by focusing on the thriving markets for premium wine, craft spirits, and luxury watches.
The channel provides brands in these sectors with an innovative platform for storytelling and long-form content that goes beyond conventional media constraints. It offers marketers an opportunity to reach a dedicated, high-intent audience without the compliance challenges typically found in traditional television.
About STIRR
STIRR is a free streaming service that offers a variety of live, on-demand, and linear channels across connected devices. It aims to foster engaged communities and redefines streaming by inviting audiences to participate in shaping their viewing experiences.
About Cannella Media DTC
Cannella Media DTC is a performance-driven media agency experienced in scaling direct-to-consumer brands across television, streaming, digital, and audio platforms. The company operates several content channels, including Wine, Watches & Whiskey and RVTV, and manages significant performance media investments.
Explore more about STIRR: www.stirr.com
Learn about Cannella Media DTC: Cannella Media DTC
Unveiling the World’s Best Whiskey: Highlights from the 2025 New Orleans Spirits Competition
The New Orleans Spirits Competition, part of the annual Tales of the Cocktail event, made headlines this year with its unique judging format, culminating in a compelling outcome for the whiskey community. Balcones Lineage, an American Single Malt distilled in Waco, Texas, was awarded the title of "Best Whiskey of the Year" for 2025. This recognition emphasizes the rising significance of the American Single Malt category, especially amidst the backdrop of record U.S. spirits exports and potential tariff-free trade with the European Union.
The New Orleans Spirits Competition stands out due to its public judging process, where industry professionals taste alongside an engaged audience. This model fosters a more inclusive atmosphere for discussions surrounding the spirits being evaluated. Although the audience does not cast votes, their participation adds a layer of transparency to the competition.
In total, the competition offers hundreds of awards across various categories, culminating in 11 standout "Spirits of the Year." Among these, Balcones Lineage emerged victorious, impressing judges with its complex flavor profile. This whiskey masterfully blends Scotch and American whiskey-making traditions, produced from both Scottish and Texas-grown barley. Maturing in both refill and brand-new oak barrels, Lineage boasts a sweeter, fruitier aroma highlighted by notes of raspberry, banana, and apricot. Sippers can expect a balanced journey from the initial sip—characterized by cedar and sarsaparilla—to a warm finish with hints of cinnamon.
Balcones has built a reputation for its approachable yet high-proof offerings, and Lineage successfully strikes a balance that will appeal to both novice whiskey drinkers and seasoned aficionados. Priced at a reasonable $40 per bottle, it presents a compelling option for those eager to explore the burgeoning category of American Single Malt.
The timing of the award is particularly significant as American spirits are witnessing unprecedented export growth. Recent reports indicate that U.S. spirits exports have reached $2.4 billion, and there is optimism surrounding a new trade agreement with the EU that could eliminate tariffs on these products. This situation could pave the way for more European consumers to experience American Single Malt whiskeys, with Balcones Lineage positioned as a prime introduction to the style.
For more information on Balcones Lineage, visit Balcones Distilling.
KBRA Upgrades Outlook on U.S. Virgin Islands Rum Tax Bonds: What It Means for Investors
KBRA has improved the outlook on U.S. Virgin Islands rum tax bonds from negative to stable, following a recent permanent raise in the rum cover over rate announced by the federal government. This adjustment, which increases the cover to $13.25 per proof gallon from $10.50, aims to alleviate credit pressures that stemmed from several years of declining pledged Matching Fund receipts.
The rating agency noted that the increased rate should help stabilize debt service coverage after the fiscal 2025 receipts fell below the key threshold of 2.0 times, landing at 1.83 times maximum annual debt service for the first time. KBRA expects the new cover rate will lead to MADS coverage returning to around 2.0 times shortly.
The bonds, originally issued by the Matching Fund Special Purpose Securitization Corp., have a par value of $955 million and were established to act as a bankruptcy-remote entity in 2022. The outlook for these bonds can also be influenced by trends in alcohol consumption, particularly among rum products, as there was a 9.1% drop in Virgin Islands rum sales in the U.S. during the last fiscal year compared to the previous year.
In April, KBRA had previously downgraded the outlook for these bonds due to declining coverage metrics. However, the recent increase in the excise tax on rum is seen as a positive step in providing enhanced financial support for bondholders, who enjoy a first lien on the rum tax revenues generated from sales in the United States.
‘Captain, I’ve Had Enough!’: Passenger Strapped to Seat After Drinking Half a Bottle of Rum
A 28-year-old passenger, Mohammed Ridwan Ali, was arrested after causing a disturbance on a flight from Bangladesh to Manchester Airport. On March 6, Ali consumed half a bottle of Captain Morgan’s rum and started shouting at fellow passengers, escalating an argument with his sister into a larger altercation.
As he became increasingly disruptive, staggering around the plane, the crew restrained him in his seat until law enforcement could intervene. Upon arriving at Manchester Airport, Greater Manchester Police officers noted that Ali appeared agitated, smelled of alcohol, and exhibited slurred speech and glazed eyes.
During the flight, crew members reported that Ali was drinking and had a confrontation with his sister, leading to his volatile behavior. Following the incident, his baggage was searched, revealing a 1.5-litre bottle of rum that was half-empty. Although the crew did not initially provide statements, they communicated their desire for Ali to be removed from the aircraft.
Ali’s defense attorney stated that he felt "embarrassed and ashamed" of his actions. Ali had previously endured a traumatic experience, having been stabbed in July of the prior year, leading to a coma and extensive rehabilitation. He had since relied on alcohol as a coping mechanism, with the incident acting as a wake-up call for him.
In court, Recorder David Wood emphasized the seriousness of being drunk on an aircraft, given the potential risks posed by uncontrollable passengers. Consequently, Ali received a 12-week prison sentence, which was suspended for one year. He was also mandated to complete ten rehabilitation activities, participate in an alcohol treatment program, and pay a £250 fine. He previously admitted guilt for flying while intoxicated.
Merced Brothers to Launch Family-Friendly Downtown Taproom: ‘Beer is Like Music’
Downtown Merced is set to welcome a new family-friendly taproom, Una Más Taproom, opened by local brothers Abraham and Isaac Santana. Located at the intersection of Main and K streets, the taproom will pay homage to the brothers’ Latino heritage and their community.
Abraham, 25, and Isaac, 28, are following in the entrepreneurial footsteps of their parents, who co-own a graphic design and embroidery business, Imagine Graphics. They recently received approval from the Merced City Council for a Type 40 alcohol license, enabling them to serve beer and snacks.
The name "Una Más" translates to "one more" in Spanish, reflecting the brothers’ desire to create a welcoming atmosphere for gathering with family and friends. Abraham stated, “We love great beer and good conversations. So one more drink, one more laugh, one more moment together—that’s the spirit we want to embody.”
The brothers aim to carve a niche in the local beer market while supporting existing businesses like the 17th Street Public House and Hola Cafecito. They plan to offer complimentary drink samples to introduce visitors to various beers, acknowledging that beer can be an acquired taste.
The inspiration for the taproom arose from Abraham’s involvement with The Man Up Opportunity Foundation and its fundraising event, "Pizza and Pints," which connects local brewers with the community. Driven by a desire to create a family-friendly bar, Abraham aims to accommodate minors, offering non-alcoholic beverages as well.
The Santana brothers plan to begin renovations shortly and have a vision for Una Más Taproom to be a long-term fixture in the Merced community. “Our goal is to become a staple in the community—a place people can count on for years to come,” said Abraham.
The Ultimate Rye for Whiskey Cocktails: My Top Pick Under $30 After Reviewing Hundreds of Spirits
Three hours into a whiskey tasting at the Sazerac House in New Orleans, I began to feel the effects of palate fatigue. The event featured rare bottles from Buffalo Trace’s collection, including the newly released Eagle Rare 12 and the E.H. Taylor Distiller’s Council Bourbon. While these spirits were impressive, the most exciting moment came when I sampled the new 100-proof version of Sazerac Rye.
I have always enjoyed the standard Sazerac Rye at 90 proof, but this higher proof version was a revelation. The increased proof means less dilution, resulting in a bolder flavor with enhanced spice, vanilla, and stone fruit notes. This whiskey is optimized for cocktails, aligning with the brand’s intention behind its creation.
The introduction of this higher proof rye is significant given the recent resurgence of rye whiskey in the market. Previously, only a few brands produced it, with Rittenhouse Rye being a favorite among bartenders, also bottled at 100 proof. Now, many brands offer high-proof rye options, including Old Overholt, Knob Creek, and WhistlePig.
What makes 100 proof notable is its cocktail compatibility. According to Jonathan Goldstein, vice president of Park Avenue Liquor Shop, 100 proof whiskey balances well with mixers without overwhelming the drinker, making it a preferred choice among many.
Historically, rye whiskey was typically bottled at 90 to 100 proof, dating back to the 1800s. The Bottled-in-Bond Act of 1897 solidified this norm by establishing production standards, thus enhancing the reputation of 100-proof whiskey among bartenders and consumers alike. Distillers in eastern states embraced this act, leading to a thriving market for high-quality ryes, often aged for six years or more.
This trend endures today, particularly among bartenders who favor 100-proof rye for classic cocktails. David Wondrich, editor-in-chief of The Oxford Companion to Spirits & Cocktails, notes that the complexity and flavor profiles achieved at this proof level add considerable depth to drinks. Additionally, being at a higher proof allows for better stirring without excessive dilution, as highlighted by beverage experts who appreciate the balanced nature of 100-proof ryes.
Ultimately, whether you’re a seasoned bartender or a whiskey enthusiast, the broad availability of budget-friendly, high-proof options means that there’s plenty of quality whiskey to enjoy without breaking the bank.
Rediscovering Large Format Cocktails: The Rise of Shareable Sips and Community Spirits
Recently, large format cocktails have made a significant comeback in bars across the country, drawing attention not just for their taste but for the unique experiences they offer. Once associated with overly sweet fish bowls and pool parties, today’s large format options are being embraced as a means of bringing people together in a memorable way.
Brian Galati of Machine Hospitality Group noted that these communal cocktails began appearing on their menus in 2019 and have become increasingly popular. At their newest establishment, Machine Cocktail Bar, they feature signature drinks like the "Breakfast at Tiffany’s," a mix of rose gin and fresh berries meant for sharing among four to six guests. Galati points out that such cocktails transform a simple night out into a more indulgent experience.
Similarly, L.A. Jackson in Nashville has noticed a rising interest in large cocktails, catering to groups of friends looking to enjoy shared experiences rather than just individual drinks. Danielle Filoramo and lead bartender Paul Morrison explain that despite individual cocktails remaining popular, their establishment serves an average of twelve large format cocktails per shift. The communal nature of these drinks enhances the social atmosphere, prompting others in the bar to also order them out of curiosity.
The trend also taps into the impact of social media, where eye-catching presentations can attract attention. For instance, at The National in Telluride, unique offerings are presented in traditional Spanish porrón pitchers, inviting guests to engage playfully while enjoying their drinks.
Economic factors also contribute to the resurgence of large format cocktails. With rising inflation, many customers feel that sharing one large drink is a more budget-friendly option compared to ordering multiple individual drinks. Galati suggests this shift reflects a desire for value and a premium experience without overspending.
While there are benefits from an operational standpoint—large formats streamline service during busy times—they also enhance the dining experience by fostering an energetic atmosphere. This focus on shared moments and conversation is becoming more prevalent in today’s drinking culture, as people seek meaningful interactions over mere indulgence.
In this evolving landscape, bars are adapting to meet the demand for not just bigger drinks, but for experiences that emphasize connection, storytelling, and enjoyment of the moment.
5 Sonoma County Wineries Where the Experience is Just as Amazing as the Wine
Sonoma County wineries are revolutionizing the wine-tasting experience by prioritizing unique, immersive activities that engage visitors beyond traditional tastings. As Millennials and Gen Z increasingly seek distinct experiences over cost, these wineries are stepping up their game, blending exceptional wines with unforgettable moments.
Contrary to the myth that younger people lack the financial means or desire for premium experiences, Millennials and Gen Z are investing in memorable events, as illustrated by their attendance at high-profile festivals and concerts. According to American Express Travel’s 2024 Global Travel Trends Report, a significant 79% of Millennials value experience over price, demonstrating a shift in consumer priorities.
In light of this trend, Sonoma County wineries have crafted experiences that cater specifically to this demographic’s desire for the extraordinary. Here are five standout wineries making a mark with their innovative offerings:
Gloria Ferrer
Known for its sparkling wines and breathtaking views, Gloria Ferrer provides visitors with cellar tours, workshops, and even a three-course culinary experience. Their Champagne Brunch on the Vista Terrace is particularly popular, offering an idyllic way to enjoy exquisite bubbles and views.
Gary Farrell Winery
Situated in the picturesque Russian River Valley, Gary Farrell Winery combines sophistication with a laid-back atmosphere. The winery encourages guests to take their time and savor the moment, with an emphasis on expertly paired tastings and stunning vistas.
Fulcrum Wines
Located in the charming Sonoma Square, Fulcrum Wines focuses on fostering connections with visitors through intimate tastings and engaging events. The winery offers unique experiences like mini-doughnut pairings, making it a fun destination to visit.
St. Francis Winery & Vineyards
This winery stands out by blending wine tasting with culinary artistry. Their wine and food pairing events feature seasonal, sustainable dishes crafted by Executive Chef Peter Janiak, elevating the experience to new heights.
Gracianna Winery
Gracianna is known for its warm and welcoming atmosphere where tastings often come with personal stories from the owners. The winery aims to create a heartfelt experience, offering casual tastings and the occasional homemade Basque-inspired dish.
Overall, these wineries in Sonoma County are embracing the evolving expectations of younger consumers by creating distinctive experiences. With an emphasis on engagement and unforgettable moments, they are setting a new standard in the wine industry, proving that wine is not just about what’s in the glass but also about the experiences that come with it. As Sonoma leads the charge, other wineries may find inspiration in their approach to creating memorable wine adventures.
New Mexico Wine Month Makes a Comeback After Pandemic Hiatus
After being on hold for several years due to the pandemic, New Mexico Wine Month is set to return in August, rekindling the festive spirit around the state’s vibrant wine industry. This celebration was initiated in 2017 but faced interruptions beginning in 2020, like many other events worldwide.
The festivities kick off on August 1 at Winrock Park, during the Winrock Fest – End of Summer Block Party, featuring wine-related activities throughout the month. From "Wine Wednesdays" at the Oasis Event Center to various unique wine events, there’s a lot for enthusiasts to look forward to.
For more details on the events planned during New Mexico Wine Month, visit nmwine.com.
A Wine Expert’s Take on Meghan’s Rosé: Here’s What She Thought!
Meghan Markle recently launched her own brand of rosé wine from Napa Valley, known as "As Ever". This wine, an elegant blend of Cabernet Sauvignon, Mourvèdre, Grenache, and Syrah, is characterized by its 14.5% alcohol content and is priced at £22 ($30) per bottle.
The wine’s debut coincided with an expansion of Markle’s lifestyle brand, which also includes various food items like fruit "spreads", herbal teas, and shortbread mixes. The branding emphasizes simple elegance, designed for leisurely outdoor gatherings.
To assess the wine’s quality, The Telegraph enlisted Diane Gross, a seasoned sommelier and owner of a popular wine bar in Washington, DC. In a blind taste test alongside two other rosés, Gross described Meghan’s wine as millennial pink with a nose of cooked fruit, cherries, and candy. Although she noted that the wine lacked sweetness and tasted "a little hot" due to the pronounced presence of alcohol, she found it appealing.
Despite being the least favored in the tasting, Gross expressed that the wine’s darker fruit notes create an interesting flavor profile. While she stated that she wouldn’t take it to a dinner party due to her personal standards for wine, she acknowledged that others might find it enjoyable and that it wouldn’t be seen as embarrassing to serve.
Moreover, Gross praised the thoughtful effort behind the wine, suggesting that there was genuine intention and care put into its creation. She highlighted its representation of California’s vibrant terroir.
The article also included feedback from other tasters at Gross’s bar. One enjoyed the full-bodied flavor of the wine while noting its artificial scent. Conversely, another found it too aggressive for their palate.
In conclusion, while Meghan Markle’s rosé has received mixed reviews from critics, it has managed to create a buzz within the celebrity wine industry, with an appreciation for the effort and identity it aims to convey.