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May 22, 2018

Molson Coors just launched Coors Edge - a delicious non-alcoholic beer that contains less than 0.5% ALC./VOL. Launched in Quebec in May, Coors Edge is rolling out across the rest of Canada in early June.

Coors Edge uses a double brewing process which ensures exceptional taste. It’s brewed for beer lovers who want a great-tasting non-alcoholic option. The new brew comes on the heels of new research which shows millennials in Canada are looking for more responsible drinking options.

A new survey of more than 1,200 Canadian beer drinkers found that:

  • The top reason millennials consume non-alcoholic beer is to avoid drinking and driving.
  • With secondary reasons being “fitting in/socializing.”

 Did you know that 82% of driving and legal-drinking-aged Canadian Millennials have served as designated drivers? These millennials take their designated driving responsibility seriously, but like many of us, also enjoy drinking beer. In the pursuit of no compromise, they’re looking for a great-tasting non-alcoholic beer option that allows them to enjoy, feel confident in their responsible and balanced decisions, all while still fitting in and socializing with their friends who are drinking alcohol.

The launch of Coors Edge is part of Molson Coors’ commitment to Raise the Bar on Beer and offer quality, low and no alcohol beers in 100% of markets by 2025. 

 
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May 22, 2018

Construction will soon begin on a nearly $10 million Visitor Center at the Bulleit Distilling Co. in Shelbyville, Kentucky. Today, Bulleit Distilling Co. and Diageo executives joined Shelby County elected and community leaders to celebrate the start of construction and enjoy a toast with founder Tom Bulleit. The Visitor Center is expected to open to the public in 2019.

“It’s a thrill to realize that people from around the globe will soon have the opportunity to visit the distillery and learn about Bulleit’s heritage,” said Tom Bulleit. “I speak for every distillery team member when I say how exciting it will be to open our doors and allow our consumers to be part of the Bulleit Frontier Whiskey experience.”

The 11,570-square-foot state-of-the-art Visitor Center will include interactive educational experiences, bourbon tastings, and retail space. It will be designed to be engaging, technologically advanced and environmentally conscious. Tours of the distillery will highlight Bulleit’s modern whiskey-making process and will include a visit to Tom Bulleit’s office. 

“Our vision with Bulleit Distilling Company and the new Visitor Center is to hero the community, culture and partners that have brought Bulleit to boundary-pushers all over the world and established it as a pillar of American whiskey,” said Ed Bello, U.S. & Global Brand Director for Bulleit Frontier Whiskey. 

The Visitor Center anticipates employing approximately 30 full- and part-time team members within two years of its opening.

“Since arriving in Shelby County, Bulleit has been an outstanding community partner,” said Dan Ison, Shelby County Judge-Executive. “In addition to the jobs that will be created at the new Visitor Center, the entire county will benefit from tourists who spend their time and entertainment dollars in the area. Many of them won’t just fall in love with the distillery, they’ll also fall in love with all that Shelby County has to offer.”

“It’s exciting to know that Bulleit Frontier Whiskey and bourbon enthusiasts everywhere will soon be able to experience first-hand the art and the craft of Bulleit,” said Sen. Paul Hornback (R), Shelbyville.  “I want to thank everyone affiliated with the Bulleit Distilling Co. who helped make this happen. And, I want to thank the many, many Shelby Countians who also play a role in Bulleit’s Shelby County success.”

Diageo’s Stitzel-Weller Distillery, located in Louisville, Kentucky will continue to offer tours and remain a stop on the Kentucky Bourbon Trail® tour. Tours will focus on other Diageo North American whiskey brands, including: Blade and Bow Kentucky Straight Bourbon Whiskey, I.W. Harper Kentucky Straight Bourbon Whiskey, Orphan Barrel Whiskey and other innovations to come. Stitzel-Weller is steeped in bourbon history and is a short drive from downtown Louisville to its Shively location.

 
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CANADA, May 17, 2018 – Moët Hennessy, the leading importer and marketer of luxury wines, spirits and champagnes, and Charton Hobbs Inc, are pleased to announce today that the two companies have renewed their long standing strategic agency and distribution agreement for the Canadian market.

The agreement covers the entire Moët Hennessy portfolio, which includes exceptional champagnes, wines and spirits from around the world.  The two companies have worked in close partnership since 2007 in nurturing, innovating, and growing a leading position in luxury spirits and wine in Canada.

"We are pleased to continue our association with Charton Hobbs Inc," said Jim Clerkin, President and CEO of Moët Hennessy North America. "Our two companies share in common long histories, common mission and a strategic vision for the future of Moët Hennessy brands in Canada. I am confident that we will continue to deliver on our commitment to building luxury brands with a strong consumer focus.”

“Our four-generation family-owned and operated company is honored to be continuing our association with Moët Hennessy. We are pleased that after a decade, this renewal will bring new opportunities to expand operations. This will also allow us to strengthen and expand the National CHMH sales and marketing team.” said Duncan R. Hobbs, President of Charton Hobbs Inc.

 
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(May 16, 2018 - Toronto, Canada) Today, Brown-Forman (B-F) announced they have established a new sales brokerage agreement with Peter Mielzynski Agencies (PMA) in Canada.  Under the new agreement, PMA will operate as the exclusive agent for the full Brown-Forman portfolio in all provinces and territories of Canada. The portfolio includes prominent brands such as Jack Daniel’s, Finlandia Vodka, el Jimador, and Woodford Reserve, among others.

“We’re excited to be working with PMA.  They have a long history of service excellence and will strengthen our national distribution system with full-market coverage,” said Johnny Manuel, Brown-Forman North American Region national sales director. “We believe that the strong enhancements PMA is making through their new structure and approach with Breakthru Beverage will position us for sustained success moving forward.”

The multi-year agreement, effective July 1, 2018, allows Brown-Forman to expand its route-to-consumer strategy and take advantage of PMA’s enhanced sales, marketing, and training practices.  The company is also initiating improved support services such as analytics, HR, IT, and finance programs.  Additional sales coverage in the on-premise will support the portfolio across Canada.

“Brown-Forman produces some of the world’s most iconic brands. Their reputation speaks for itself, evident by the growing demand in the Canadian market,” said Peter Mielzynski, vice chairman, PMA. “We’re excited to add this extensive collection to the PMA portfolio and, under our new structure, we believe we offer the best route-to-consumer approach to bring their brands to a larger audience.”

"We would like to recognize and thank The Hive Strategic Marketing for its more than 20 year relationship with Brown-Forman,” said Manual. “Our partnership with the Canada route-to-market model has taken our brand building to new heights over the last nine years. We look forward to continuing our partnership in the U.S. and Canada as both a promotional and marketing agency."

 

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