the Last Drop
Wolverine, Jarritos unite for trade wedge boot
Mexican soft drink brand Jarritos joined forces with Wolverine for a limited-edition boot. The boot is as bold and vibrant as the flavors it celebrates, the companies say. The Wolverine y Jarritos Trade Wedge was developed to honor the hardworking individuals who infuse flavor and passion into their everyday life. “Partnering with Wolverine has been an incredible journey,” said Luis Fernandez, CEO at Jarritos, in a statement. “This collaboration not only brings together two iconic brands, but also celebrates the vibrant Mexican culture and flavors that Jarritos is known for. We are thrilled to see our consumers enjoy a product that embodies the spirit of both brands.” Lauren King, senior marketing director at Wolverine, added: “This partnership has been equally fun and rewarding for our team, as we were able to create a one-of-a-kind boot that reimagines our existing Trade Wedge style with bold, Jarritos-inspired hues. But our work with the Jarritos team is about much more than just a boot. Together, we’re creating a meaningful bond with consumers who seek authentic products rich in culture and heritage.” The Wolverine y Jarritos Trade Wedge Boot is crafted with versatility at its core, expertly designed for work and play — each pair includes premium, full-grain leather and canvas upper, built for durability and style, the company says. The boots are lightweight, with a “super good” oil and slip-resistant rubber outsole that provides excellent traction in varying environments, it adds.
‘Yellowstone’ actress Kelly Reilly partners with Ammunition Wines & Whiskey
Critically acclaimed actress Kelly Reilly, widely known for playing Beth Dutton in Paramount’s “Yellowstone” series, has partnered with Ammunition Wines & Whiskey. She joins the company as a new partner, and will further elevate the premium spirits and wine portfolio. This marks Reilly’s first brand partnership. She instantly connected with Ammunition’s “deep commitment to craftsmanship, quality and honoring the land,” the company says. Reilly will serve as a creative visionary for the company, lending her talents and passion to a new campaign, “Soil to Spirit.” The campaign celebrates the journey from Earth to bottle, aiming to reshape perceptions of women in whiskey, the company notes. “I have always harbored a deep respect for the land and our natural resources,” Reilly said in a statement. “I was immediately drawn to Ammunition’s commitment to create a stand-out product with a brand identity rooted in the spirit of the American West. I’m thrilled to partner with Ammunition and contribute my experiences and perspectives.” The “Soil to Spirit” campaign featuring Reilly is set to debut early this year and invite consumers to join her on a journey of discovery to celebrate the craftsmanship, heritage and adventurous spirit of Ammunition.
Smirnoff appoints Troye Sivan as global ‘Chief Vibes OFFicer’
Smirnoff appointed GRAMMY-nominated Australian singer Troye Sivan as its new “Chief Vibes OFFicer” (CVO). This appointment marks the start of a new multi-year partnership between the vodka brand and the singer. It also marks the start of Smirnoff’s “Go OFF” campaign with Sivan, starting the next stage of the “WE DO WE” activity from Smirnoff, which focuses on getting people together, getting people out and getting people to “Go OFF,” the brand says. “For me, Smirnoff has always been omnipresent — whether it’s at house parties, backstage at shows or nights out with friends,” Sivan said in a statement. “I see the brand all around the world, and whatever I do, it feels like something I want to be part of. ‘Go OFF’ is all about getting people together and being ourselves, something I’ve really embraced in this part of my life and something I’m excited to continue to do with this partnership.” While the title of CVO is not a real title and only used for promotional purposes, Sivan will be showcasing the “Go OFF” spirit. The movement is a call to arms to ditch to-do lists and dive into something fun, the company says, to create a more connected, open and exhilarating world. “We are so excited to partner with Troye — as someone who radiates joy and shares our ‘WE DO WE’ spirit, he is the ultimate vibe shifter for his fans all around the world,” said Stephanie Jacoby, senior vice president of global vodkas at Smirnoff, in a statement. “We knew from the moment we first spoke to Troye and his team that this was going to be something truly special — we share a passion for fun, for bringing people together and for not taking ourselves too seriously. I am delighted to welcome our new Chief Vibes OFFicer to the team, Troye is the perfect fit and we can’t wait to collaborate over the coming months together — exciting things to come.”
Athletic Brewing Co. releases limited-edition, ocean-inspired brew with Netflix
Athletic Brewing Co. announced the second installment of its limited-edition brews with Netflix. The latest innovation is inspired by Netflix’s five-part docuseries “Our Oceans,” and appropriately named Marine Odyssey IPA. The hazy IPA features “a majestic mix of hops, and a delicate grain blend for a bright and refreshing drinking experience,” the company says. “We’re thrilled to unveil the second release of our three-part collaboration series with Netflix,” said Andrew Katz, chief marketing officer at Athletic, in a statement. “Just as ‘Our Oceans’ uses groundbreaking technology to capture the hidden beauty of marine life, Marine Odyssey embodies the spirit of innovation and dedication to quality. We hope this release invites viewers to dive deeper into the wonder of our oceans and inspires a renewed appreciation for the natural world around us.” The brew utilizes premium ingredients, including carefully selected hops and grains, resulting in an aromatic wave of grapefruit, orange and lemongrass, the company says. Athletic will donate $15,000 to SeaTrees to support their Coastal Watershed Restoration project in California as part of its Two For The Trails environmental grant program, it notes.
Buffalo Trace, Bettinardi pair up for golf putters
Buffalo Trace Bourbon collaborated with Bettinardi Golf for a line of golf putters. The collaboration represents a combined respect for heritage and decades of experience creating products built on timeless quality, the companies note. The Buffalo Trace x Bettinardi Collaboration is “a tribute to the mighty buffalo and rugged, independent spirit of the pioneers who followed them, honoring the aging and distillation process in its design.” The putters are crafted from 303 stainless steel and available in BB8 Classic, Studio Stock 3, Queen B6 and Queen B6 Left-Handed models. Each putter features a unique wood insert from a real, previously filled Buffalo Trace barrel and Bettinardi’s Fancy face milling for an exceptional feel. The distressed slate finish is a nod to the bourbon distillation process, giving the putter a rugged aesthetic. It is complemented by a wood grain engraving the sole alongside the iconic Buffalo Trace Kentucky Straight Bourbon Whiskey logo. The putters capture the essence of heritage and craftsmanship and are paired with a Buffalo Trace head cover. “Achieving greatness in both golf and bourbon requires a refined touch, patient practice and passion for precision,” said Andrew Duncan, global brand director of Buffalo Trace Distillery, in a statement. “Like our distilling and aging teams, the craftsmen at Bettinardi are fueled by a drive for perfection and an unwavering commitment to craftsmanship. With the Buffalo Trace Putter, they’ve created an exceptional product that honors tradition while pushing the boundaries of quality and distinction.”
