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.
Issue link: http://read.dmtmag.com/i/485350
Brand SPOTLIGHT 18 Beverage Dynamics • March/April 2015 www.beveragedynamics.com ANTHONY BOURDAIN PARTNERS WITH THE BALVENIE Celebrity chef Anthony Bourdain has teamed up with The Balvenie, makers of handcrafted single malt Scotch whisky. Bourdain, known for his television shows as well as his books, and The Balvenie have formed a "multifaceted collaboration," according to a press-release. The partnership will include Bourdain take a leading role in a series of short fi lms featuring makers from around the country titled Raw Craft; The selection of the next two Fellows for the American Craft Council Rare Craft Fellowship Awards in association with The Balvenie; and curating The Balvenie 2015 Rare Craft Collection. Bourdain will serve as the host for Raw Craft, which will give viewers a behind the scenes look inside the workshops of some of the most talented and creative craftspeople in America. Each fi lm will showcase artisans guiding him through the process, while providing unique insight into the dedication and sacrifi ce required to produce everyday items by hand. Moreover, Bourdain will serve as the lead juror for the American Craft Council Rare Craft Fellowship Awards in both 2015 and 2016. Presented annually for contributions to the maintenance and revival of traditional or rare crafts in America, the Fellows will receive a trip to Scotland and a $10,000 endowment to go towards materials to continue their crafts. PATRÓN LAUNCHES "THE ART OF PATRÓN" Patrón Tequila has launched a new integrated brand platform that showcases artisanal craftsmanship. According to a press release, "The Art of Patrón" brings together "fi ve pillars that celebrate the artistry of the brand": culinary arts, mixology and cocktails, music and culture, the Patrón bottle itself, and handmade Patrón tequilas. The program will recognize artists' commitment to his or her respective craft – from tequila makers to bartenders to musicians and chefs – with a 360-degree approach through marketing, public relations, digital and events. The program includes culinary arts event sponsorships, mixology partnerships, celebrating music and cultural stories, a consumer bottle art contest and two new extra-aged tequila introductions later this year. Already the fi rst premium brand to offer brews in 8.5oz cans, Heineken has upped its investment in the "slim" format. Marketing support will increase in 2015 to drive traffi c and sales at retail operations. This includes out-of-home advertising, a new slim can 24-pack and eye-catching, in-store point of sale initiatives. The marketing will empha- size the product's consumer benefi t of being "Cold to the last drop. Perfect for any occasion." The 8.5oz. cans will be available nationwide in 12 and 24-pack cases. HEINEKEN DOUBLES DOWN ON SLIM CAN TECATE AND CHIVAS TEAM UP Tecate and Tecate Light have become the offi cial beer sponsors of American activities for the Mexican soccer club Chivas del Guadalajara. The announcement was made as part of Tecate's "Taste of Triumph" campaign, which continues the brand's efforts to connect with bicultural Hispanic consumers. The target audience is 84 percent Mexican. "These are second, third generation people, born in the United States, but very aware of their Mexican roots," said Gustavo Guerra, Brand Director of Tecate and Tecate Light. "For them, soccer is a tradition passed down from generation to generation. They learn to love Chivas from their parents and grandparents. Chivas is defi nitely something that connects with this unique culture." Tecate has already sponsored Chivas in Mexico for several years. Language in this advertising campaign will be in both Spanish and English, about 20 and 80 percent, respectively. In America, Chivas will play matches against Major League Soccer teams, European teams and other Mexican teams. Chivas will also hold practices in Los Angeles.