the Last Drop
Buffalo Trace brings back ‘100 Bourbon Sets for 100 Charities’ initiative
Buffalo Trace Distillery announced the return of its “100 Bourbon Sets for 100 Charities,” its annual charitable initiative that honors the legacy of Colonel E.H. Taylor Jr., who owned the distillery from 1869-1878. The initiative celebrates and supports nonprofit organizations across the United States that are committed to bringing positive change to their communities, the company says. It pays homage to the 100 Proof alcohol measurement, which is one of the key requirements for a whiskey to be labeled as Bottled-in-Bond. The charitable initiative supported organizations from 36 states in its inaugural year, raising more than $134,000 for a variety of causes dedicated to veteran services, youth education and programming, cancer treatment, animal rescue and adoption and more. “It is incredible to see the work being done by nonprofit organizations around the country and we believe Taylor would be proud to know his legacy continues to bring such a positive change to countless communities,” said Andrew Duncan, global brand director at Buffalo Trace Distillery, in a statement. “The ‘100 Bourbon Sets for 100 Charities’ initiative celebrates those who, like Taylor, have a passion for improving the world. We are proud to support nonprofit organizations in their efforts to better lives and communities.” Featured products for the initiative include lineups from some of the distillery’s most sought-after brands, including E.H. Taylor Jr., Blanton’s, Eagle Rare and more. Charities interested can apply through June 11 for consideration. Selected charities will be announced the week of July 28 and bottles will be delivered within 30 days of the selection announcement, the company says.
Rebecca Black stars in next chapter of Bombay Sapphire campaign
Bombay Sapphire revealed the latest chapter of its “Tastes Like It’s Friday” campaign. The gin brand tapped “Friday” singer Rebecca Black for the newest installment, which included a DJ set in Miami in celebration of the Bombay Sapphire Sparkling Lemon Cocktail. Black, who is a DJ, delighted audiences with a cache of feel-good beats and a remixed version of her 2011 hit “Friday” to amplify the brand’s newest cocktail, the Bombay Sapphire Sparkling Lemon. “Through the continuation of the ‘Tastes Like It’s Friday’ campaign, we’re tapping into people’s desire for lighter, brighter, more elevated cocktails,” said Jaime Keller, brand director of Bombay Sapphire, in a statement. “The Bombay Sapphire Sparkling Lemon cocktail is as delicious as it gets, unlocking the very taste of Friday in a glass. Everyone can relate to that feeling when you decide to spontaneously start your weekend early, and there’s no one that personifies that same joy more than Rebecca. We’re thrilled to be collaborating together on this event and sharing that feeling — and our cocktails — with everyone.” The blend of the gin and sparkling lemonade is designed to “welcome new drinkers to the world of gin,” the brand says, and the bright and effervescent cocktail is both easy to make and perfectly sessionable — making it the ideal drink to make any day taste like it’s Friday, it adds. “’Friday’ has made me the artist I am and is always the best part of my sets — it has become a symbol for embracing the joy of the moment and is the type of vibe that will never not inspire my music,” Black said in a statement. “Sharing this track with a brand like Bombay Sapphire meant a lot to me — that weekend energy is such a precious, unique feeling and that’s the same vibrant energy that inspired the song in the first place.” The campaign will continue through the year with bartender residencies, office happy hours and tasting events aiming to attract new gin drinkers and align the new cocktail with “the unmistakable appeal and anticipation of Friday afternoons,” it says.
poppi levels up with ‘A Minecraft Movie’ partnership
Modern soda brand poppi is leveling up with a partnership with “A Minecraft Movie,” the brand’s first movie collaboration. This new partnership “opens doors to a new world of entertainment partnerships and brings flavor to the big screen,” poppi says. The videogame Minecraft is entering the cinematic universe for the first time with “A Minecraft Movie,” and the partnership with poppi introduces the better-for-you (BFY) soda to gamers and moviegoers nationwide. The partnership stems from poppi’s “Soda Thoughts” campaign, a strategy to elevate every major soda moment throughout the year, the brand says. The limited-edition four-packs of poppi’s core flavors — Strawberry Lemon, Lemon Lime, Cherry Limeade and Orange — were designed in-house by the brand’s creative team and feature iconic characters from the movie, including the Creeper, Bee, Sheep and Dennis the Wolf. Each cubic four-pack houses limited-edition can designs inspired by the pixelated world of Minecraft that viewers will see come to life in the movie, poppi adds.
SipMARGS relaunches with Alix Earle as investor, brand partner
Ready-to-drink (RTD) sparkling Margarita brand SipMARGS recently relaunched its brand. The relaunch is backed by a $3 million investment led by Palm Tree Crew, a global live entertainment, lifestyle and hospitality company. Social media influencer Alix Earle, who joins as both an investor and brand partner, amplified the funding. The relaunch marks a new era for SipMARGS and its mission to bring high-quality, fun and convenient cocktails to a new generation of consumers, it says. Earle’s love for sharing fun, relatable content with her audience makes her the perfect match for the brand, it adds. “Being involved in the alcohol space is something that has always interested me, but it was all about finding the right fight,” Earle said in a statement. “I knew from the second I took a sip — pun intended — that I wanted to get involved. There may have been larger, more established companies looking to collaborate, but pushing myself to take risks and invest in a startup that I believe in felt like a great next step to accelerate me in my entrepreneurial efforts. When I commit to something, I give it my 110% effort and trust, so I’m very excited to get everyone trying SipMARGS.” The brand’s transformation includes a new leadership team, enhanced formulation, upgraded packaging and a stronger market positioning, it says.
Millie Bobby Brown launches ready-to-drink lattes
‘Stranger Things’ actress and entrepreneur Millie Bobby Brown is expanding her Generation Z-focused Florence By Mills Coffee offerings in partnership with Collab Coffee. The new partnership consists of a line of ready-to-drink (RTD) iced lattes available exclusively at Walmart. The canned lattes are designed to be enjoyed on the go, the brand says, combining popular flavors with creamy notes. “My schedule is always on the go, but I cannot go without my iced latte, so I wanted to create something that is the perfect creamy, delicious and naturally sweetened pick-me-up for any time of day,” Brown said in a statement. “We’ve created four classic flavors to cater to every iced coffee lover, and they will be available at Walmart at a pocket-friendly price so that we can make delicious and indulgent iced coffee accessible to everyone.” Each 11-ounce can contains 130 calories and is packaged in fully recyclable aluminum cans. The RTD lattes are sold at $2.48 a can, the brand shares. They were created to be enjoyed daily, with real milk. All four flavors — Original Chill, Vanilla Bliss, Mocha Delight and Caramel Drizzle — are available for purchase in six-packs of single-flavor formats for $14.88. “Millie’s fans are year-round iced coffee enthusiasts, so it was essential to us that Florence By Mills Coffee deliver on both taste and value,” said Danny Wright, CEO and founder of Collab Coffee, in a statement. “These lattes will be sold both at a competitive price and will be sold shelf-stable at Walmart for convenience, allowing us to engage with more iced coffee consumers and drive demand for Florence By Mills Coffee iced lattes all year round. The ready-to-drink coffee sector is experiencing huge growth and we aim to disrupt the main players through our competitive price points and incredible tasting coffee.”
