Patron Tequila Makes Its First Foray into the Metaverse

Posted on August 2, 2022 by Joel Whitaker

Patron Tequila said it is entering the metaverse this summer for the first time with “Summer Made Sensational: A Patron Pop-Up Series.” The experience will offer tequila enthusiasts a vibrant escape through a unique cocktail-themed journey in Decentraland, a 3D virtual world browser-based platform.

When entering the Patron experience, metaverse fans will automatically arrive at the first cocktail-inspired location and be greeted by a Patron host. A Patron bartender will then detail each journey that centers around sourcing different ingredients to make a refreshingly perfect cocktail at all three locations – Jazz Club, Flamingos and Metaverse Festival. Following the successful completion of each quest, participants will portal to the next bar to take on a whole new cocktail mission.

U.S. residents who successfully complete all three challenges will be entered for a chance to win the grand prize — a once in a lifetime trip to Punta Mita, Mexico and a rare mythic wearable within the metaverse.

The Patron grand prize will include:

  • Exclusive access to mythic Patron summer shades
  • Travel for two people from the United States to Punta Mita, Mexico
  • 4-night accommodation in a luxe three-bedroom condo for two people in Punta Mita
  • Three meals provided a day (alcohol is not included)
  • Unlimited golf and golf cart usage at Punta Mita Golf Courses during the stay
  • Use of Punta Mita Ocean Sports aquatic equipment ie. Surf boards, SUP boards, kayaks, etc.

Metaverse users can participate in this virtual vibrant escape hosted by Patron through www.patrontequilaverse.com during two weekends this month, August 12-14 and/or August 19-21 from Friday 5pm EST to Monday 4am EST.  A grand prize will be awarded each weekend of the PATRÓN events.

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Who & What —

Posted on August 2, 2022 by Joel Whitaker

Truett=Hurst Inc. names Emilie Eliason as CEO.  Most recently, she was general manager of Geodesy Wine.

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Heineken Organic Net Revenue Up 24.3%, Organic Net Profit Soars 49.2%

Posted on August 1, 2022 by Joel Whitaker

Heineken N.V. reports revenue in the first half grew 37% (24.3% organic), as reported beer volume increased 15.5% (7.6% organic).  Net profit in the first half grew 22.3% (40.2% organic), the company said.

“Premium beer volume grew 10.2%, driving close to half of our organic growth in beer volume.  That growth was led by Heineken, which continued its strong performance and grew volume by 14.6% in the second quarter to close the first half with a 13.8% increase, up 32.9% versus 2019.

“The brand grew double-digits in more than 50 markets, notably in Brazil, China, Vietnam, South Africa, the Netherlands, Spain, Italy, Laos and the United Arab Emirates. Heineken Silver, now present in 22 markets, has nearly doubled its volume, driven by strong growth in Vietnam and China and its rollout across Europe and Asia. As the next step of its global roll-out, we introduced Heineken Silver in Mexico this month.

“As per the Kantar BrandZ 2022 global survey, Heineken was the fastest growing in ‘Brand Value’ among top alcohol brands, driven by its strong growth momentum, innovations and creativity. The latter was further recognized at this year’s Cannes Lions, the prestigious Festival of Creativity, as the most awarded alcohol brand. The brand’s most recent campaign, “The Closer”, aims to spark conversation on work-life imbalance, with a smile. Heineken supports inclusion in the bar and on the football field and is a proud sponsor of the UEFA Women’s EURO football tournament,” van den Brink said.

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GlenDronach Announces $30.5 Million Expansion

Posted on August 1, 2022 by Joel Whitaker

Brown-Forman said it will invest more than $30.5 million in The GlenDronach Distillery to more than double production. Global demand for The GlenDronach has tripled since 2016 as whisky connoisseurs worldwide discover the distillery’s rich sherry cask matured Single Malts, Brown-Forman said.

This is the second phase of investment by Brown-Forman in the historic distillery after renovations of The GlenDronach Visitor Center in 2020 which created an enhanced visitor experience with a new tasting room, whisky bar, lounge and retail space.

As part of the development program, significant attention will be paid to preserving the historic site and craft of fine whisky-making on the grounds of the former Boynsmill Estate, including restoring the former maltings building as a working production area. All existing buildings and the iconic courtyard will remain, retaining the rich heritage and traditional craft of whisky making at The Glendronach for future generations.

Laura Tolmie, Distillery Manager, said: ”As a small, traditional Scottish distillery, we’re very proud to be custodians of such a revered Single Malt at The GlenDronach. I’m delighted that this significant investment in the long-term future of the distillery is secured, preserving our rich heritage while ensuring we can meet the increasing demand for The GlenDronach at home and around the world.”

(Photo Credit: The GlenDronach Distillery)

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Kentucky Flooding Strikes a Distillery

Posted on August 1, 2022 by Joel Whitaker

There was mud everywhere in the Kentucky Mist Distillery in Whitesburg, Ky., and Colin Fultz, the owner, said it was “pretty devastating” to walk in and see mud everywhere.  It will probably be another week before all the mud is out of the first floor, and then Fultz will turn to the basement.

Fultz says the basement looks pretty devastating.  “There’s probably two inches of mud in the top part of the distillery and eight inches in the basement,” he says.  Right now, residents of Whiteburg are drinking bottled water, but the distillery has a well that is providing water to help get the mud out.  There’s no internet access, he says.

What about government assistance?  “We haven’t seen FEMA at all,” he told NPR’s “All Things Considered.”  The Commonwealth of Kentucky, on the other hand, has sent a catastrophic response team.

Fultz hopes to be able to reopen the distillery within two weeks.

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How Kentucky Flooding Wrecked a Bev/Al Supplier’s Family

Posted on August 1, 2022 by Joel Whitaker

On July 28, flood waters near the Montgomery, Ky.,  home of Amber Smith and Riley Noble  rose so high that they and their four children took refuge on the roof of their home. Suddenly, the house gave way beneath them as the current rushed through.  The family stayed together, “managed to get to a tree and … held the children a few hours before a big tide came and washed them all away at the same time,” Brittany Trejo, the children’s aunt, told the Lexington (Ky.) Herald-Leader.  All four children, ages 8, 6, 4 and 1-1/2 perished.

The children are the great nieces and nephews of Juli Vires, a manager with Robinson Stave & Cumberland Cooperage, a supplier to Buffalo Trace Distillery.  A GoFundMe page has been established to help the family, and Mark Brown, president, Sazerac Co., is urging industry members to help this family.

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