StateWays - July/August 2015

StateWays is the only magazine exclusively covering the control state system within the beverage alcohol industry, with annual updates from liquor control commissions and alcohol control boards and yearly fiscal reporting from control jurisdictions

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StateWays ■ ■ July/August 2015 12 B R A N D S P O T L I G H T Patrón Dives into Virtual Reality The "Art of Patrón" experience is designed to allow con- sumers to visit the company's distillery without leaving their home city. Using Oculus technology, the new vir- tual reality tour takes users on a journey through agave fi elds and through the distillery to witness production of Patrón's tequila. The images were fi lmed on location at the Haci- enda Patrón in Jalisco, Mexico, using a drone cus- tom-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 Brown-Forman Invests in Irish and Announces Brokers of the Year Brown-Forman has purchased Slane Castle Irish Whis- key Limited and announced it will invest $50 million to build a new distillery and consumer experience in County Meath, Ireland. The distillery will open in 2016 on the site, which is in Boyne Valley approximately 30 miles north of Dublin. Beginning in 2017, the company will introduce new Irish Whiskeys, initially fi nishing whiskey purchased from other distilleries while the new whiskey is allowed to mature. The company also hosted its 19th annual Broker of the Year Awards in May, crowing its Heavyweight and Middleweight winners for the 2015 fi scal year. Republic National Distributing company of Ohio was the Heavy- weight winner, while Horizon Beverage of Maine was awarded Middleweight winner. The award is based on measurable objectives, including volume goals, distribu- tion and other brand-building activities during the fi scal year. Each winner received a prize fi ghting bell plaque and a $5,000 check for a charity of its choice. 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 Five winners will travel to Las Vegas for the fi nal event, where they'll have a chance to win $1 million. The pro- motion 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. 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 and Mia Moscato Rosé. The September/October issue of StateWays will in- clude a Spotlight Q&A interview with Gloria, conducted during her visit to Minneapolis.

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