Beverage Dynamics

Beverage Dynamics July-August 2015

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 22 Beverage Dynamics • July/August 2015 www.beveragedynamics.com PATRÓN DIVES INTO VIRTUAL REALITY The "Art of Patrón" experience is designed to allow consumers to visit the company's distillery without leaving their home city. Using Oculus technology, the new virtual reality tour takes users on a journey through agave fields and through the distillery to witness production of Patrón's tequila. "While many brands are utilizing virtual reality largely for entertainment, Patrón is lever- aging this incredible interactive technology as a unique educa- tional tool, to give an immersive, behind-the-scenes look into the artisanal process of making our handcrafted tequila," said Lee Applbaum, Global CMO at Patrón Spirits. The images were filmed on location at the Hacienda Patrón in Jalisco, Mexico, using a drone custom-built for the project. The experience will be offered globally at events, educational seminars, and at select retailers. A web version is also available at www.artofpatron.com. SPANISH WINEMAKER VISITS U.S. Gloria Collell, the winemaker behind Freixenet's Mia Wines, visited the U.S. in June for a tour to launch the company's wines in new markets. The visits to Cincinnati, Chicago, Minneapolis and Denver included dinners and tastings to introduce industry members to what she calls, "Barcelona in a bottle." The brand's lineup includes Mia Red 2012, Mia White 2013, Mia Rosé 2013, Mia Moscato andMia Mos- cato Rosé. The September/October issue of Beverage Dynamics will include a Spotlight Q&A interview with Gloria, conducted during her visit to Minneapolis. El Jimador Fans to Face Off Against Tim Howard El Jimador Tequila and the U.S. National team's goal- keeper have launched a program called, "Your Shot at $1 Million." The promotion offers LDA consumers a sweepstakes with the chance to kick a penalty shot against Howard in Las Vegas. The contest runs through August 20 via www.eljimador.com/yourshot. Five winners will travel to Las Vegas for the fi nal event, where they'll have a chance to win $1 million. The promotion also benefi ts the New Jersey Center for Tourette Syndrome, which will receive up to $25,000, $1 from el Jimador for every consumer who uses the hashtag #KICKTS. BROWN-FORMAN INVESTS $50 MILLION IN IRISH DISTILLERY Brown-Forman has pur- chased Slane Castle Irish Whiskey Limited and announced it will invest $50 million to build a new distillery and consumer ex- perience in County Meath, Ireland. The distillery will open in 2016 on the site, which is in Boyne Valley ap- proximately 30 miles north of Dublin. Beginning in 2017, the company will in- troduce new Irish Whiskeys, initially fi nishing whiskey purchased from other distill- eries while the new whiskey is allowed to mature Budweiser Kicks Off Monument Series Budweiser began its Monument Series with music experiences on Liberty Island and Governor's Island in New York Harbor. Grammy Award winner Mary J. Blige performed for a select group of sweepstakes winners on Liberty Island while her image was projected over the Hudson River via a 4D hologram. Additional performances included Mistewives, Big Gigantic, T-Pain and The Black Bettys.

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