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NEW YORK, NY – May 9, 2022 - SPIRIBAM (known for providing the finest rum the Caribbean has to offer) officially launched the most significant and ongoing projects of one of their iconic brands to date - Rhum J.M: The EDDEN Project (Engagés pour le Développement Durable de nos Écosystèmes et de notre Nature), marking the revered rum distillery’s monumental progress as a global spirits producer and leader in the sustainability movement.

Over the past decade, J.M has made a series of methodical developments to its sugarcane rhum distillery improving production quality in a measurable and effective effort to diminish its impact on the natural environment by utilizing key practices to hone their craft within a full circular economy. Nestled at the foot of Mount Pelée, the largest distillery of the area has been a longtime advocate of the sustainability movement in Martinique, working to address the challenges to cultivate within the area’s terroir-driven tropical climate in the most environmentally and socially responsible manner possible.

The summation of their dedication to these core principles included thorough review of their environmental impact on the island of Martinique; key investments towards strict ethical green practices and eco-responsibility within a variety of initiatives such as the preservation of the region's biodiversity; sugarcane harvesting and volcanic soil cultivation; unique water waste treatment techniques; reduction of emissions by more than 90%; strict waste management protocols, shipping and supply chain efficiency; thorough audits of business practices of its closest suppliers, and investment in its team through technical training and career advancement initiatives. 100% of the management team drives electric vehicles. To the individual members of the team and community of Martinique as a whole, these endeavors have all been enforced to protect the paradise that is Martinique. The project is a tremendous accomplishment, ensuring that J.M will continue to create rhum that is even more exceptional and ecologically responsible 100 years from now. EDDEN is the culmination of these efforts.

"We produce rum which demands excellence, yet our idea of excellence vastly simply surpasses that of taste alone. The lovers of our rhum can be certain that behind each bottle there are passionate women and men committed to excellence, crafting our spirits within this circular economy: EDDEN. It is for our fans that we wish to share what we are learning, our dedication to the planet, and the value we hold for our environment and social responsibility." - Emmanuel Becheau, Managing Director, Rhum J.M

Rhum production and banana cultivation are the most substantial industries on the island, ahead of tourism. J.M began their initiatives years before other distilleries on the island and continue to lead by example in finding creative solutions to sustainability and corporate responsibility initiatives. J.M is a prime example of how a distillery can utilize renewable energy in multiple ways, especially around the reuse of agricultural byproducts: 100% of plant fiber is repurposed for fuel, electricity, and fertilizer, and 100% of residual liquid is treated and used. Through this process J.M can conserve more than 5M gallons of water annually. J.M is scrutinizing its choices of sugarcane varieties that are planted and cultivated for their rhum production. The distillery produces its own cane plants, grafted from nodes in their nursery and then planted near the distillery. They currently use three main varieties of cane: Canne Roseau (B59.92), Canne Bleue (B 69.566) and Canne Rouge (B64.277), which are particularly suited for the microclimate of the property.

"When you discover Rhum J.M, you cannot help but be moved. We knew it was our responsibility to protect it. How? Continuous innovation, tireless motivation, and limitless passion - because only this will enable us to protect our traditions while also paving the path towards our future. This is both the secret and battle of our centuries-old distillery. In this rich land, swept by trade winds and tropical rains, we grow some of the best sugarcane in the world. We prioritize soil health using crop rotation and fallow. We operate our distillery according to the principles of this circular economy so that the waste products from sugarcane fuel our eco-efficient furnace. Some of our surplus bagasse is delivered to the local biomass plant to produce electricity for the island. With EDDEN, we're sharing these advancements because this is the way. Exceptional because it is authentic. Exceptional because we care. Rhum J.M is at the crossroads of modernity and tradition, and there is much more on the horizon." - Grégoire Guéden, CEO, Spiribam

EDDEN has officially come to life launching J.M as the leader in the beverage industry with the intent to advocate for improved sustainability at distilleries around the world. Most importantly, there is clear transparency throughout the entire

process from both B2B and B2C. J.M is a leader of the sustainability movement for all of Martinique, as it is one of the most recognized distilleries undertaking these goals around environmental and social responsibility. To codify their methodology, J.M engaged the sustainability consultants at Linkup Factory. Together, they built a manifesto to serve as a new standard for themselves, their partners, and their community.

"I met the team a few years ago, they told me two things: ‘We probably have the best aged rum in the world, and we may be ahead of the game in rum sustainability.' Working with companies such as Nestle, Heineken, and PepsiCo, we conducted a similar audit. The findings were illuminating, especially in comparison to other distilleries. The distillery has demanding and sophisticated farming practices, which are quite difficult in tropical regions. Strict prohibitions of pesticides and herbicides are in place and the labor force is French, part of the EU, therefore commanding fair wages and social benefits such as access to education, healthcare, and paid leave. Massive investments had already been made, especially in low emission furnaces and distillation apparatuses, which is unique. What's more is they have a strong willingness to continue to progress. What we witnessed was a kind of magic. Passion deeply rooted in the way the team does their daily job. They have a natural sincerity and dedication for sustainability as one coming from such a small island should have, which is probably, yes: a key trait for creating the best aged rum in the world." - Philippe Raffin, Executive Vice President, Linkup Factory

In 2021, J.M became part of the UN Global Compact, the United Nations-led commitment by global companies to focus on responsible business practices, sustainability, and innovation for the future; to align strategies and operations with universal principles on human rights, labor, environment, and anti-corruption, and take actions that advance societal goals. Today, it’s the world’s largest corporate sustainability initiative. They partnered with Péyi Vert Project, which aims to plant one million trees in Martinique in the next five years in an effort to increase local biodiversity, restore the fertility of degraded soils, fight against air pollution, and reconstitute a green belt for public enjoyment. The distillery has pledged to plant 120 trees per year, with one year already complete. In May, they will receive the Bonsucro Certification, the first member from Martinique, an international not-for-profit governance group established in 2008 to promote sustainable sugarcane and reduce the environmental and social impacts of sugarcane production while recognizing the need for economic viability. By the end of this year, the brand will obtain the Haute Valeur Environmental (HVE) Level 3 Certification, meaning “high environmental value,” awarded by the French Ministry of Agriculture to farmers focused on key areas of environmental conservation. J.M is currently working toward full Level 3 certification, the highest level, which includes achievement in biodiversity conservation, plant protection strategy, management of fertilizer use, and management of water. J.M is currently operating at 80% for Level 3 and 20% for Level 2, reaching 100% Level 3 by the end of 2022.

"Creating a remarkable rum, which honors the prestigious brand Rhum J.M, requires significant patience, as the process is quite lengthy. An aged rum for Martinique requires a minimum of three years to produce. Therefore, we need patience and passion because none of this would be possible without passion. And humility, too." - Karine Lassalle, Master Blender of Rhum J.M

AgTech for sugarcane farming, such as drones, smart tractors, and meteorological software systems also supports J. M’s goals by providing data points and guidance on precision farming to better create efficiencies in production, less waste, and, ultimately, more environmental viability. Ecotourism is on its way to Martinique, and they are currently building that into consumer offerings, taking visitors behind the “label” to see the full process by witnessing it firsthand on the property. Plans include educational touch points throughout the distillery to explain the Rhum Agricole production process and steps toward sustainability at each point in the cycle, as well as extended guided tours to the agricultural areas of the property to showcase sugarcane cultivation.

“I’m proud. After so many years of development, EDDEN has finally been shared with the world. This is not the end, but truly Day 1 of a lifelong commitment to be a leader of sustainable rum production practices. On Earth Day 2022, EDDEN was officially born from years of dedication, patience, and an ever-growing pursuit of knowledge. A huge milestone accomplishment from one of our own crown jewel rum distilleries!” - Ben Jones, Managing Director, Spiribam America

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A joint presence in the U.S. and Canada allowing to create new business opportunities for players of all supply chains, to do networking with trade associations and meet with potential exhibitors and visitors

• With more than 500 buyers and 115 exhibitors from North America in the last two editions, HostMilano and TUTTOFOOD are a fundamental trading hub with such an important market

• The overall exchange between Italy and North America deriving from the supply chains represented by these two exhibitions of Fiera Milano is worth over 6.5 billion euros and will reach more than 8.5 billion in 2025

Fiera Milano teamed up to land in North America with its two leading events to promote "world-to-world" exchange with one of the most important global markets for the industries of Food and professional hospitality: TUTTOFOOD, the B2B event for the agro-food ecosystem (from May 8 to 11, 2023 at fieramilano) and HostMilano, the main exhibition for the out-of-home sector (also at fieramilano, from October 13 to 17, 2023).

Both events have been present in these markets for several years and this spring will be involved in the region's two main B2B events dedicated to food equipment and out-of-home. The goal is to support the business of operators in this strategic market by creating a network with trade associations and meeting companies, both as exhibitors and visitors, during the most important moments of encounter on the territory.

The relevance of HostMilano and TUTTOFOOD for North American operators is confirmed by the last two editions, attended by more than 500 top buyers and 115 exhibiting companies from the USA and Canada.

Food & Food Service, stars of the exchange

The huge numbers highlighted by data from ExportPlanning support the centrality of an event like TUTTOFOOD for the exchange with North America: altogether these two markets are worth 5.9 billion, destined to become 7.7 billion in 2025 (CAGR 6.9%). (...)

TUTTOFOOD 2021 will take place at fieramilano from May 8 to 11, 2023.

HostMilano will be held at fieramilano from October 13 to 17, 2023.

For more info:, @TuttoFoodMilano;, @HostMilano

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TORONTO, May 10, 2022 /CNW/ - Today, Campari Canada announces its latest offering; the Campari Negroni Ready to Enjoy (RTE). The new RTE is now available in Ontario and will be available in Alberta and British Columbia starting in June. Canadians can expect to see the product on shelves across most provinces later this year.


The Campari Negroni Ready to Enjoy is the perfect way to enjoy an expertly crafted cocktail as an aperitivo, during dinner, or at parties. Negroni, invented in Florence in 1919 by Count Negroni, was created by chance when Count asked the barman to add a touch of gin rather than soda to his Americano. The new RTE is made using the same iconic ingredients as the original Negroni, with Campari as the key ingredient, and is designed to make four perfect serves.

"The Negroni has remained front and centre in cocktail history and is now ranking first as the world's best-selling classic cocktail according to Drinks International," said David Allard, VP of Marketing, Campari Canada. "We're thrilled to give Campari enthusiasts access to the unique and distinctive taste of Negroni through this new Ready to Enjoy cocktail, which can be easily served and enjoyed."

Simple yet balanced, the new Campari Negroni offers a crafted blend of juniper and sweet citrus notes, mixed with herbs and spices to develop into a long-lasting smooth bittersweet finish. The RTE is 26% ABV and is true to the century-old recipe that remains unchanged to this day. The recipe combines Campari – the defining ingredient, with London Dry Gin and Cinzano Sweet Red Vermouth. To create, simply pour over ice in a rock tumbler glass, stir and garnish with a slice of orange. Effortlessly enjoyed, the beloved cocktail also pairs perfectly with dinner or during aperitivo hour at home, bringing to life your favourite cocktail bar experience. 

Offered in a 375ml bottle format, the Campari Negroni Ready to Enjoy is available to purchase in Ontario at the LCBO for the RRP of $22.95. For more information, visit and @camparicanada.

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TORONTO, May 2, 2022 /CNW/ - Countless brands launch to fanfare in the United States, never to cross the Canadian border. But, Canadians can finally celebrate the arrival of an American cultural phenomenon: Topo Chico Hard Seltzer. Today, the American fan favourite is hitting store shelves in Canada.

Since arriving in the United States in 2021, the Topo Chico Hard Seltzer brand skyrocketed to a #4 position in the category nationally, despite only being available in 15 markets for most of the year.

"As Canadians, we often ask why we don't get some of the products we see exploding in popularity around the world. Topo Chico Hard Seltzer is one of those products, but we're not letting this one get away," explains Leslie Malcolm, Brand Director, Seltzer, Flavour and Emerging Growth, Molson Coors Beverage Company. "We're bringing the crisp, clean taste of this cultural phenomenon to the masses, and we know Canadians are going to love it."

Chances are, anyone who has travelled to the United States or Mexico, has seen Topo Chico - the mineral water with a cult-following and more than a century of Mexican heritage. The legend of Topo Chico Mineral Water begins with a Mexican emperor in the 1400s, who searched far and wide to find waters to restore vigour, strength, refreshment and joy. Once found, he named the water after its mountainous source, and the story continues to intrigue fans around the world to this day. The mineral water was brought to the United States in 1987 only to reach cult status, thanks in part to its limited availability across Texas and California. The Coca-Cola Company acquired the brand in 2017 and has helped it become nationally available in the United States.

The immense fandom for Topo Chico Mineral Water was created because of its refreshing taste. It's been called stunningly thirst slaking and made with a confident, intense carbonation. The legend of the brand continues to evolve as a staple in culture, known as the drink of choice for some of the most famous names in entertainment.    

"The Topo Chico brand is beloved in the United States and people around the world have begun to celebrate and enjoy Topo Chico Hard Seltzer since its inception in 2020," said Janki Gambhir, Group Director, New Revenue Streams, The Coca-Cola Company North America. "It's the right time to introduce the Topo Chico brand to Canadians and for Molson Coors to bring the refreshing taste of Topo Chico Hard Seltzer to Canada, just in time for summer."

The Topo Chico brand has become known as a beloved, clean and crisp hard seltzer. In more than 22 countries around the world, Topo Chico Hard Seltzer has now arrived in Canada (with the exception of launching in Quebec). It is available in four distinct and unforgettable flavours: Strawberry Guava, Tropical Mango, Tangy Lemon Lime and Exotic Pineapple. Starting today, Canadians can refresh their summer drink menu by grabbing it at their local select liquor stores.

Molson Coors entered an exclusive agreement with The Coca-Cola Company to manufacture, market, and distribute Topo Chico Hard Seltzer in Canada in October 2021. To learn more, please visit:

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Bulleit Frontier Whiskey met its goal of planting one million trees in partnership with forestry innovation leader, American Forests, three years ahead of schedule. Together, Bulleit and American Forests have successfully restored more than 2,000 acres of forest landscapes in several states preserving the forests' ability to mitigate climate change, clean water and provide home for wildlife. As reforestation efforts continue to push forward, Bulleit is embarking on a new mission to improve Tree Equity within economically disadvantaged communities and help ensure that all people have access to the benefits of trees.

Simply put, Tree Equity is about making sure everyone can experience the benefits of trees, no matter their income or where they live. Trees help fulfill our basic needs – breathing fresh air, drinking clean water and finding relief from the heat. Much like streets and sewer lines, trees are critical infrastructure for improving overall quality of life and play an integral role in mitigating climate change. Bulleit is committed to its shared mission with American Forests to advance Tree Equity and ensure tree cover in cities is equitably distributed.  

A map of the tree cover in the U.S. is all too often a reflection of income disparities in socioeconomically disadvantaged neighborhoods where trees are often more sparse, while tree cover is much more prominent in wealthier, suburban communities. To invoke actionable change, Bulleit will plant and maintain trees in five cities utilizing American Forests' Tree Equity Score technology that helps measure the tree canopy needs in urban areas to determine which neighborhoods need trees the most.

For Bulleit, recognizing the value of trees, healthy forests and sustainability are issues that hit close to home. To produce Bulleit Frontier Whiskey, barrels are integral to aging the award-winning liquid. And to make barrels, white oak trees are a necessity. Through their reforestation efforts, Bulleit continues to advance the long-term health and resilience of white oak forests for years to come.

"Our commitment to a greener future does not stop with how we make our whiskey or our recent reforestation efforts. There is much more we can do especially with our invaluable friends at American Forests," said Ricky Collett, global brand director, Bulleit Frontier Whiskey. "While trees are a necessity for our award-winning bourbon, the benefits trees provide our communities are undeniable. Bulleit was built on the foundation of community and advancing Tree Equity is a way for us to give back to those who have given us so much."

To raise awareness of its Tree Equity mission, Bulleit Frontier Whiskey will work with  Street Art for Mankind, a nonprofit organization that sparks social change through the power of art, to support the UN Decade on Ecosystem Restoration with a multi-city mural project to raise awareness of its collective vision – a world where all people have access to the benefits trees provide, no exceptions. In collaboration with prominent artists, Bulleit will bring to life the importance of Tree Equity through large scale, visually impactful murals, in five American cities in the next three years. The first sponsored mural will be unveiled this fall, alongside a tree planting celebration to further amplify the #GenerationRestoration movement to provoke action around ecosystem restoration and climate change reversal by 2030.

"We are thrilled to collaborate with Bulleit Frontier Whiskey in its mission to raise awareness for Tree Equity. Together, through the power of art, we are aiming to inspire the public to reflect on challenges our current ecosystem faces and take action," said Audrey and Thibault Decker, co-founders of Street Art for Mankind.

Since its inception in 2020, our partnership with American Forests has resulted in the planting or protecting of one million trees with projected environmental benefits that include:

Carbon Sequestration: 645,400 metric tons of carbon dioxide stored over the next 100 years*, equal to the removal of emissions from driving 140,000 cars in one year.**

Air Purification: An average of 74,000 pounds of air pollutants eliminated per year.*** For fine particles like dust, this is equal to removing 1,000 cars from the road.**

Water Conservation: An average of 75 million gallons of runoff conserved per year, *** equal to the volume of water stored by 114 Olympic-sized swimming pools.

Vital Wildlife Habitat: Roughly 2,000 acres of critical forest restored across multiple states in the Eastern U.S.****

"We are proud to have met our goal of planting or protecting one million trees to advance the growth and restoration of oak forests alongside our Bulleit partners," says Jad Daley, president and chief executive officer at American Forests. "As our partnership continues to thrive, we look forward to joining forces again to extend a shared commitment to Tree Equity and urban forestry across the country in years to come."

Bulleit recognizes the importance of sustainability at home and, to usher in the next phase of efforts, the award-winning Kentucky whiskey is hosting an Earth Day celebration on April 22 at the Bulleit Distilling Co. in Shelbyville, KY. The event will include a planting of native oak trees and the unveiling of artwork by local Kentucky artist, Braylyn Stewart, using only eco-friendly materials, from paintbrush to paint.

Sustainability continues to be an important mission for both Bulleit and its parent company, Diageo, which announced 25 purposeful and ambitious goals in its 'Society 30: Spirit of Progress' sustainability action plan. The ten year plan includes a commitment to  achieve net-zero carbon emissions across the company's direct operations, which is supported by the recent opening of its first carbon neutral distillery in Lebanon, KY where Bulleit Bourbon is being produced.

As it continues to work towards a more sustainable future, Bulleit reminds consumers to drink and live responsibly.


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