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Mountain Dew Legend, along with Buffalo Wild Wings, recruited basketball stars to surprise communities in San Francisco and Columbia, S.C., with refurbished basketball courts in partnership with the nonprofit Project Backboard. Klay Thompson of the Golden State Warriors and A’Ja Wilson of the Las Vegas Aces worked with the companies and local artists to build fun and inspiring places for youth athletes to grow their love for the game, the companies say. At the KIPP San Francisco College Preparatory school, Thompson unveiled the upgraded space. In her hometown of Columbia, Wilson unveiled the new community court at Hyatt Park. “Our partnership with Buffalo Wild Wings is all about celebrating sports and creating incredible experiences for the fans that love them,” said Scott Finlow, chief marketing officer of PepsiCo global foodservice, in a statement. “This community effort was a big win for us. It was an honor to partner with Buffalo Wild Wings and basketball legends, Klay and A’Ja, to create something special for these communities and support these local athletes as they make legendary moves on and off the court.”
Mountain Dew teams up with basketball stars
FRESCA Mixed,
Andy Cohen
get ‘frisky’
Sparkling canned cocktail FRESCA Mixed kicked off its partnership with Andy Cohen, an Emmy-award winning host and self-proclaimed FRESCA superfan, with an integrated campaign featuring the ready-to-drink (RTD) cocktail line. The campaign showcases how FRESCA Mixed adds a spirited-yet-citrusy twist to the RTD alcohol category. As a brand partner, Cohen will be fully integrated across FRESCA Mixed brand initiatives, including new promotional videos, digital campaign, in-person events and more, the company says. Cohen will serve as VP of Frisky for the brand as well. “It’s about time someone finally made my favorite cocktail in a ready-to-drink version. I’ve loved mixing FRESCA with spirits for years, so when I saw FRESCA Mixed hit shelves, I knew this was something I needed to be part of,” Cohen said in a statement. “As FRESCA’s No. 1 fan, it only made sense that I play a part in maintaining the brand’s spirit, so I’m thrilled to be on the FRESCA Mixed team to keep things fresh and frisky.” The FRESCA Mixed RTD cocktail comes in two flavors: Vodka Spritz and Tequila Paloma. In a statement, Duke Zandstra, vice president of brand marketing at Constellation Brands, said the company is “thrilled to work with him to bring FRESCA Mixed to life like no one else can.”
Dominican Republic-based rum producer Brugal recently unveiled a limited-edition collection of bespoke Brugal 1888 bottles. The collection was designed by Alexander Mijares, a celebrated artist from Miami, using 11 of Brugal’s bottles as canvases. The artist drew parallels between his own life and the rum house’s history by depicting similar Latin heritage, shared love of family, the pursuit of passion and the diverse, dynamic vibrancy of Miami culture, the company says. Eight of the pieces were available to the public after Dec. 1, with one purchasable through auction and proceeds benefiting a local South Florida charity. “Our collaboration with Alexander Mijares is an expression of passion, legacy and the never-ending pursuit to evolve one’s craft,” said Brugal Maestra Ronera Jassil Villanueva Quintana in a statement. “It is an honor to tell our family’s story through such artistic expression and in a way that celebrates the vibrancy of our Latin community at large. Where better to unveil this stunning collection than Miami, a melting pot of our Latin culture.” Mijares felt inspired by the 134-year family history of Brugal rum and created pieces such as “Progression,” which depicts Andres Brugal selling his rum off the back of a donkey.
Brugal rum, Miami artist partner for shared passions
Crown Royal
gives back with signature purple bags
This past fall, Crown Royal launched its first digital collectible in honor of Giving Tuesday (Nov. 29). In partnership with Salesforce NFT Cloud, Crossmint and Vayner3, the Canadian whiskey brand invited fans in the United States, ages 21 and older, to nominate someone deserving in their life to receive a digital crown collectible. Crown Royal then matched the number of collectibles claimed from Nov. 24 to Dec. 31 and sent packed purple bags to active duty members of the American military. “This launch takes Crown Royal’s spirit of generosity to a new level,” said Sophie Kelly, senior vice president of Whiskeys Portfolio in North America at Diageo, in a statement. “We’re excited to use web3 technology to not only help consumers recognize special people in their lives who deserve gratitude, but also to support active duty service members through the Purple Bag Project.” The digital collectible was designed by visual and motion designer Adam Verhasselt, who, in a statement, said “Nothing feels better than making something amazing and creating experiences that ‘wow’ people.” Crown Royal sent out approximately 75,000 signature purple bags to active duty military members during the launch, it says.
In November, California coffee company Owlverick’s released a limited-edition coffee to benefit California Love Drop, a Southern California charity. The charity was founded at the start of the COVID-19 pandemic as a way to show appreciation for frontline workers and those in need by delivering grab-n-go meals. California Love Drop sent participants the Owlverick’s x California Love Drop collaboration coffee with a donation of $35 or more. The funds will help continue the much-needed local care and appreciation, the company says. “We have worked with California Love Drop in the past and had a chance to experience their efforts directly in the community,” said Amy Tang, Owlverick’s Coffee founder and CEO, in a statement. “I wanted to get more involved, bring more attention to the mission and assist in helping them raise money for the cause.” Owlverick’s roasts coffee in-house using Tang’s three generations of coffee roasting experience starting with her grandfather, the company notes. The collaboration coffee is a medium roast, organic South American blend with notes of light almond, cocoa and green pear, it says. “Amy and I were having a cup of coffee while working together at the World Surf League Finals and the collaboration idea came to us naturally — a special edition Owlvericks x California Love Drop coffee was the perfect fit,” said Wing Lam, one of the charity’s co-founders, in a statement.
Owlverick’s Coffee teams up with California charity
January 2023 | bevindustry.com
