the Last Drop
French Montana, Monster Energy join forces for new flavor
Monster Energy has welcomed rapper French Montana as an ambassador for the Ultra brand. The partnership kicked off with a new addition to the Ultra lineup: Vice Guava. The zero-sugar energy drink delivers a burst of flavor, the company says. “You already know what it is, Ultra Guava is Montana Guava,” French Montana said in a statement. “It’s a lifestyle and Montana represents a certain lifestyle. That’s why I’m out here making it flow with Ultra Guava and joining the Monster Energy fam. This Guava joint is so fire, you take a sip and it’s 12 o’clock, you’re kicking back on a beach chair with a pink umbrella in your cup.” Consumers were given an insight into the rapper’s world, music and style thanks to a new commercial he stars in, along with a series of digital content pieces for the new flavor. “Monster Ultra Vice Guava brings a fresh endless summer vibe to the Ultra family,” said Dan McHugh, global chief marketing officer of Monster Energy, in a statement. “We wanted to create a product that not only delivers the full flavor and energy our fans love, but also provides a refreshing zero sugar option to fuel their passion. Ultra Vice Guava hits the mark with its blast of guava flavor and iconic Monster kick.”
Château Haut-Batailley partners with Maison De Grimm, Mellesima for leather case
Château Haut-Batailley revealed the ultimate gift for the discerning connoisseur: an exclusive “Recto-Verso” leather bottle holder. The limited-edition holder is designed to showcase two bottles of the brand’s 2018 vintage. It was created in partnership with Bordeaux leather goods house, Maison De Grimm. The leather holder is “a testament to the brand’s expertise, rooted in a tradition of craftsmanship since 1945,” the company says. Each holder is hand-crafted from fine materials with every detail monitored to ensure the highest quality, from the precise cut of the leather, to the final stitches, it adds. The holder is available exclusively at Mellesima. The collaboration between the two Bordeaux houses “highlights a shared passion for tradition, excellence and artistry that began decades ago” when their adventure started in the 1940s, with the Cazes family in the vineyard and the Massip family in the heart of Bordeaux’s historic district, the company says. The “Recto-Verso” features a handcrafted, two-tone leather silhouette designed with meticulous attention to detail, including two highlight sought-after bottles from the estate: the Grand Vin, Château Haut-Batailley 2018; and the Second Vin, Haut-Batailley Verso 2018, the company notes. The two wines, Château Haut-Batailley and Haut-Batailley Verso, are like two pages of the same book — they complement each other to tell the story of the estate together, it adds. “The blend of the 2018 vintage includes a high proportion of Merlot,” said Julien Galland, technical director, Château Haut-Batailley, in a statement. “The Grand Vin displays a great concentration. On the finish, seductive velvety elegance and freshness overlays an attractive weave of fine tannins.”
Barefoot Wine, Simone Biles team up for NFL game day experience
Barefoot Wine joined forces with America’s most awarded gymnast Simone Biles for a recent contest. Biles is an NFL “WAG” (wives and girlfriends) to Chicago Bears player Jonathan Owens, who formerly played on the Green Bay Packers. One lucky fan and three friends won a trip to see the Bears play the Packers on Nov. 17 and get a full NFL WAG experience thanks to Barefoot’s BandWAGon Box. The trip included pregame sideline access and the Bandwagon Box suite, all with Biles. “I understand that learning about football and wine can feel very overwhelming, but as a fan of the NFL and Barefoot Wine, I can speak from experience that you don’t need to know every sequence in the playbook or grape variety to enjoy both,” Biles said in a statement. “But trust me, the rivalry between Chicago and Green Bay is real and the BandWAGon Box experience is going to be a lot of fun.” The partnership expands Barefoot’s Bandwagon Box program, which launched last year. The initiative aims to welcome emerging NFL fans to the sport and included a guided tasting with Barefoot winemaker, Jen Wall. “Last year, we were so excited to show people how wine, like football, doesn’t have to be complicated, and provided our fans with fun food pairings, and our winners with a tasting in the suite,” Wall said in a statement. “This year, we’re proud to tout our accomplishments in winemaking alongside one of the most awarded athletes of all time and ensuring our fans know they can find an award-winning wine at a great price point.”
Free Rein donates to National Parks Conservation Association
Free Rein Coffee Co., which was co-founded by “Yellowstone” star Cole Hauser, recently honored the National Parks Conservation Association (NPCA). Along with the NPCA, the coffee company honored those that work to protect, preserve and nurture Yellowstone National Park. On Oct. 21, Free Rein hosted a special event dedicated to the individuals and organizations that serve the park through maintenance, conservation, education and public service. The event took place in Montana. Founded on the idea to “Serve Those Who Serve,” the coffee company aims to honor and celebrate those who dedicate their lives to service. The event marked the culmination of Free Rein’s “Road to Yellowstone” tour. The tour saw the brand’s RV sample and donate “thousands of cups of coffee from Texas to Montana in celebration of its recent nationwide rollout at Walmart,” the company notes. “Our national parks are treasures we must protect, and Yellowstone holds a special place in the hearts of so many,” said Arlyn Davich, CEO of Free Rein, in a statement. “We’re proud to partner with NPCA to go behind the scenes of Yellowstone and honor the hard work of the people who help preserve one of our nation’s most cherished natural wonders.” The event featured a formal recognition ceremony of the 16 honorees nominated for their service to Yellowstone National Park, including NPCA staff.
Brooklyn Brewery unveils new grant program
Brooklyn Brewery revealed its “Calling All Makers” grant program. The initiative aims to celebrate and support creativity, while highlighting the brewery’s commitment to fostering creativity, innovation and passions of its community. The brewery hopes to empower individuals to have the potential to positively influence their respective fields. The program will award five United States-based winners across five categories: Food & Drink, Innovation, Entrepreneurship, Arts, Music and Activism. Those interested can submit entries through Dec. 31. Winners will receive a $10,000 grant to help bring their creative vision to life. Additionally, winners will receive a trip to New York City to visit the brewery, a coaching session with their category’s judge, the chance to be featured on Brooklyn Brewery’s platforms in 2025, a party to celebrate them and more, the brewery says. “Brooklyn Brewery is proud to be a part of the long tradition of entrepreneurship and enterprise of Brooklyn and New York City,” said Steve Hindy, Brooklyn Brewery’s co-founder, in a statement. “This contest celebrates that tradition and awards the creativity that has made the United States a beacon for makers all over the world.” The “Calling All Makers” program reflects the brewery’s ethos of ingenuity and creativity. Brooklyn Brewery aims to support the individuals pushing boundaries in food and drink, art, music and activism.
