Between Drinks
The spirit of giving
Having lived in Western North Carolina for many years, I was greatly concerned after Hurricane Helene pummeled through the communities I know and love so well in late September. Fortunately, I was able to reach friends and family who told me they were okay.
Thereafter, as I doomed-scrolled my way through the internet for details on just how bad some communities were hit, I started seeing news on how organizations and groups of people were coming together to assist in recovery — including those in the beverage industry.
In October, Oaklore Distilling Co., Charlotte, N.C., announced it had raised $52,000 for survivors through its “Empty the Shelves for Carolina” fundraising efforts. The money has been donated to the Community Foundation of Henderson County to support their outstanding work in assisting the local community through the Foundation’s Rebuild Fund, the company stated in a press release.
(Image by Charlotte Commercial Photographers/ courtesy of Oaklore Distilling Co.)
From Oct. 11-20, Oaklore donated 100% of all bottle sales from the retail store inside its distillery and then doubled the final sales total by matching the proceeds. In total, nearly 350 bottles of Oaklore’s Bourbon, North Carolina Rye Whiskey, vodka, rum and gin were sold during the 10 days to folks in the Charlotte area looking to support this worthy cause.
“We’re heartbroken for all the residents and small businesses that were affected by Hurricane Helene and we wanted to help in a meaningful way,” said Matt Simpkins, co-founder of Oaklore, in a statement. “As a North Carolina small business ourselves, all of our employees were determined to leverage any resources Oaklore had to make an immediate impact.”
Co-founder Tom Bogan, added: “We can’t thank the local community enough for their unbelievable outpouring of support. What was most heartwarming to us was how many people bought their first bottle of whiskey ever to be part of this fundraising effort. Nothing showed more clearly how dedicated folks in the Charlotte area are to helping those in need in Western North Carolina.”
Spirits available during the fundraiser included North Carolina Straight Rye Whiskey, Four Grain Bourbon Whiskey, Original Vodka, Original Gin, Original Rum, Bloody Butcher Corn Straight Bourbon Whiskey and Angel Barrel Single Barrel Bourbon Whiskey.
Also in October, Sazerac Co., Louisville, Ky., announced an online auction of some of its most-prized and highly coveted spirits to raise funds for the American Red Cross’s relief efforts for Hurricanes Helene and Milton. The auction took place from Oct. 24 through Nov. 1.
In partnership with BlockBar, a global marketplace offering access to some of the world’s most sought-after bottles, barrels and casks, Sazerac auctioned a variety of individual bottles and collections from its top distilleries and brands, including Buffalo Trace Distillery, The Last Drop Distillers, Barton 1792 Distillery and A. Smith Bowman Distillery.
To encourage maximum engagement the Sazerac auction was run as a “no reserve” auction with the starting bid for each bottle or collection beginning at $100.
(Image courtesy of Sazerac Co.)
As part of the auction, a combination of rare and highly coveted Sazerac products were available, including spirits sold individually as well as lineups of fan favorites sold as sets. To encourage maximum engagement from the worldwide spirits community, the auction ran as a “no reserve” auction with the starting bid for each bottle or collection beginning at $100, the company noted, in a press release.
“Our hearts go out to the families and communities affected by these devastating storms,” said Jake Wenz, president and CEO of Sazerac, in a statement. “Our goal is to help aid the Hurricanes Milton and Helene recovery efforts in cities and states most impacted by the storms. Every dollar raised will go directly to those in need. We thank the American Red Cross for everything they do.”
Dov Falic, CEO and co-founder of Blockbar, added: “We are honored to partner with Sazerac for this charity auction supporting the relief efforts for Hurricanes Milton and Helene. This represents a unique opportunity for our community to acquire exceptional bottles of some of the finest spirits from Sazerac’s esteemed distilleries and brands, while also providing an opportunity for our community to make a meaningful impact during a time of need. We invite all whiskey enthusiasts and collectors to join us in this effort and help support those affected by the hurricanes.”
Silver Oak x Paravel holiday gift
Silver Oak, a leader in American winemaking, and Paravel, a leader in sustainable luxury travel, teamed up to create a limited-edition luggage collection. The custom Paravel suitcases in signature Cabernet red were crafted specifically to transport Silver Oak, ensuring a smooth journey to an enjoyable destination, the companies note. Available in three suitcase styles — the Carry-On, Plus Grand and Trunk — the luggage provides consumers with the opportunity to travel with two, three or six bottles, respectively. “This holiday season, we’re thrilled to offer something truly special with Paravel,” said David R. Duncan, proprietor and CEO of Silver Oak, in a statement. “At Silver Oak, every bottle reflects tradition and quality. This collaboration adds a new dimension, allowing our wines to travel with our fans in a way that celebrates both the joy of coming together and the responsibility we have to protect the environment.” Andy Krantz, CEO and co-founder of Paravel, added: “At Paravel, we create timeless luggage and travel goods that are as renowned for their award-winning, precision engineering and performance as they are for their industry-first innovations in sustainability. We’re thrilled to be collaborating with Silver Oak this holiday season, a winery that shares our deep commitments to environmental responsibility and uncompromising product standards.” The limited-edition Silver Oak x Paravel holiday gift can be purchased at silveroak.com/paravel, with only a select number of sets offered.
Ketel One taps ‘Spirit Advisor’ for the holidays
Ketel One Vodka tapped actor and entrepreneur Patrick Schwarzenegger as the brand’s very first Spirit Advisor, this holiday season. Through a multi-platform campaign including engaging social media content and exciting seasonal cocktails, Ketel One will deliver consumers all the tools necessary to embark on an extraordinary holiday season, it says. Appointed as the inaugural Spirit Advisor, Schwarzenegger will share his secrets to elevating holiday moments that are “Made to Cocktail” and go beyond the ordinary, the company notes. “I’m excited to be Ketel One’s first ever Spirit Advisor,” Schwarzenegger said in a statement. “This partnership is all about making memories during the holidays and celebrating with the right spirit, and for me that is a Ketel One martini with a twist. Unless it’s a date … then we do espresso martini.” Ketel One also teamed up with PUNCH to offer a seasonal, bespoke cocktail kit for purchase nationwide. The Espresso Mint-tini Cocktail Kit by Ketel One Vodka and PUNCH, features the Ketel One Spirit Advisor’s recommended holiday recipe: a bespoke Peppermint Espresso Martini. The Espresso Mint-tini Cocktail Kit is available for purchase for consumers 21 and older on Cocktail Courier.
From Fireball to Crierball
This November, Fireball set out to literally transform tears into cheers to create a game-changing, limited-edition whisky: Crierball.“In football, few things — aside from Fireball, of course — are better than the sweet taste of victory, especially when that W comes at the expense of your biggest rivals,” said Danny Suich, global brand director for Fireball, in a statement. “Our brand is all about embracing that competitive spirit, but amping it up with a little more spice. We’re on a mission to capture the soul of rivalries — aka the tears of losers — at this season’s biggest games. The expected result? A one-of-a-kind whisky bottling that is sure to become the ultimate showpiece allowing for supreme bragging rights next season.”Starting by finding football’s most dedicated fans, Fireball went where those folks were sure to be — the most anticipated pro and collegiate rivalry games of the season, it notes. Through November, Fireball was stationed near each stadium once the games concluded — fully outfitted in red hot gear and donning “Fireball Tear Collector” uniforms for easy identification. Weeping, defeated fans were asked to donate their tears to a noble cause: the creation of Crierball Whisky, the company says. Every drop shed and shared was captured and stored in sealed, sterile jars then safely transported to a secure facility for storing and distillation, according to the company. “We expect the tears we capture will undergo a meticulous, months-long process of sterilization and distillation before ultimately becoming Crierball,” Suich added. “Our plan is to have this salty-cinnamon innovation ready for next football season so the victorious can hold last season’s triumph over their rivals’ heads for just a little bit longer.”
Consumers expect food and drink to be holistically good for their health, fend off illnesses and taste delicious, according to data analytics company Euromonitor International.
Health and wellness spending is growing steadily globally, reaching $871 billion last year across food and drinks and growing 7% the previous year as per findings from Euromonitor’s World Market for Health and Wellness report.
“Digitalization fuels health and wellness as a general trend in two ways. eCommerce acts as a catalyst in the internationalization of health-orientated products, including food and drink,” said Karine Dussimon, industry manager for health and wellness at Euromonitor International, in a statement. “Results of the 2024 Euromonitor Voice of the Consumer: Health and Nutrition Survey reveal that recommendation from social media was among the fastest-growing factors behind the purchase of healthy food and drinks.”