Beverage Dynamics

Beverage Dynamics Nov-Dec 2014

Beverage Dynamics is the largest national business magazine devoted exclusively to the needs of off-premise beverage alcohol retailers, from single liquor stores to big box chains, through coverage of the latest trends in wine, beer and spirits.

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Brand SPOTLIGHT www.beveragedynamics.com November/December 2014 • Beverage Dynamics 13 GUINNESS GOES BLONDE Guinness Blonde American Lager, from the makers of iconic Guinness Stout, is made in the famed American brewing city of Latrobe, Pa. Guinness Blonde Ameri- can Lager uses American hops and Guinness' world famous 125-year-old Guinness yeast. Guinness Blonde American Lager is the fi rst release in the Guinness Discovery Series, an inno- vative concept showcasing a range of new 'fusion brew' beer options, all to be released under the Guinness trademark. The Guinness Discovery Series will feature an array of beers that combine the Guinness brand's European brewing expertise with different brewing styles and techniques. The series will release these fusion brews bi-annually, beginning with Guin- ness Blonde American Lager, providing new ways for fans of the brand and beer drinkers to experience Guinness. RUSSIAN DIAMOND PARTNERSHIP RSG Trading, LLP has formed a sales and marketing alliance with DUN Beverage Partners, LLC, bringing the Russian Diamond Vodka brand to the U.S. marketplace. Russian diamond marries the 57 facets in a diamond to the 57 steps of fi ltration, showcasing a diamond-cut package with an Italian fabric label. The vodka is crafted from a wheat and rye blend in the Rodnik distillery in Mos- cow and is positioned as a premium vodka designed for young professionals. HEINEKEN TO BECOME OFFICIAL BEER OF MLS Heineken announced a long-term partnership agreement with Major League Soccer (MLS) to become the Offi cial Beer of MLS. The partnership, which commences in January 2015, gives the brand an additional springboard to challenge Americans to chase new experiences and open their world. Heineken's relationship with MLS corresponds with the next phase of the League's evolution. In 2015, MLS' 20th season will include a new-look crest, two new expansion clubs, new media partners and a new premium beer brand. The agreement between the two brands will see Heineken owning exclusive rights to MLS content. Starting in 2015, The Offi cial Beer of MLS will present MLS Rivalry Week. In addition, Heineken will feature strong visibility during nationally broadcast matches, on-site and digital activations, and point-of-sale materials. DIAGEO ANNOUNCES GOLDEN BAR AWARD WINNERS Diageo honored spirits, wine and beer distributors at the Eleventh Annual Golden Bar Awards, which took place at a number of awards events and presentation ceremonies across the country. The Golden Bar Awards are pre- sented for excellence in sales, marketing and promoting responsible drinking. The Golden Bar Awards celebrate distributors and brokers for their excel- lence in the marketplace and the important role they play in their communities. The gold awards recognize distributors and brokers for performance across, Diageo's brands. Gold awards are also given for innovation, consistency and quality. The two platinum awards are given for advancing responsible drinking. The grand prizes go to the distributors of the year. In total 32 statuettes, 30 made of 24 carat gold, and two made of platinum, were awarded to distributors. Each Golden Bar statuette weighs eight pounds, stands more than a foot tall, and is produced by R.S. Owens, the company that created the Oscar, presented by the Academy of Motion Picture Arts and Sciences. For a complete list of winners, please visit www.beveragedynamics.com. Budweiser released an exclusive digital video to raise awareness for drunk-driving prevention. Unlike previous spots from Anheuser-Busch's fl agship beer brand, the online-only content carries a more emotional tone and portrays how having a plan to get home safe can result in a positive ending. Anheuser-Busch and Budweiser believe drunk driving is 100 percent preventable when adults make a plan to get home safe. However, lives are still lost in drunk driving-related crashes every year. The "Friends are Waiting" video opens with the deep bond between two best friends—Luke and his dog Cooper—and culminates with Cooper's reaction when Luke doesn't come home after a night out. The launch of the 60-second video is being timed with Anheuser-Busch's 5th annual Global Be(er) Responsible Day, a day Anheuser-Busch InBev and 155,000 colleagues worldwide dedicate to promoting responsible drinking worldwide. ANHEUSER-BUSCH CELEBRATES 5TH ANNUAL BE(ER) RESPONSIBLE DAY

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