Coca-Cola to Buy Finlandia Vodka for $220M
Brown-Forman Corporation has reached an agreement to sell its Finlandia vodka brand to Coca-Cola HBC AG for $220 million, subject to the customary closing process. The purchase is expected to close in the second half of the 2023 calendar year.
“Finlandia has played an important role in the global growth of Brown-Forman. Since the brand originally joined our portfolio in 2000, many talented individuals have worked hard to bring Finlandia vodka to the world, and I thank them for their dedication,” said Lawson Whiting, president and CEO, Brown-Forman Corporation. “We believe Coca-Cola HBC is well-suited to support Finlandia’s future growth and look forward to watching the continued evolution of the brand in their capable hands.”
“We are excited and privileged to become the new home for Finlandia vodka. This unique opportunity for us will support our mixability strategy with our core Non-Alcoholic Ready-To-Drink portfolio and sharpen our focus on the strategically important on-premise channel. We are already developing strong plans to take Finlandia to the next level by accelerating and leveraging the brand’s current momentum,” said Zoran Bogdanovic, CEO, Coca-Cola HBC AG. “Lastly, I would like to welcome the Finlandia team to the Coca-Cola HBC family and look forward to great successes.”
Brown-Forman has managed the shape and contents of its portfolio over the last decade and a half through developing, acquiring, and divesting various businesses and brands. The company acquired Finlandia from Altia Corp. (predecessor to the current production partner Anora Group Plc) in multiple phases, obtaining full ownership in 2004.
For more than 150 years, Brown-Forman Corporation has enriched the experience of life by responsibly building fine quality beverage alcohol brands, including Jack Daniel’s Tennessee Whiskey, Jack Daniel’s Ready-to-Drinks, Jack Daniel’s Tennessee Honey, Jack Daniel’s Tennessee Fire, Jack Daniel’s Tennessee Apple, Gentleman Jack, Jack Daniel’s Single Barrel, Woodford Reserve, Old Forester, Coopers’ Craft, The GlenDronach, Benriach, Glenglassaugh, Slane, Herradura, el Jimador, New Mix, Korbel, Sonoma-Cutrer, Finlandia, Chambord, Fords Gin, Gin Mare, and Diplomático Rum. Brown-Forman’s brands are supported by approximately 5,600 employees globally and sold in more than 170 countries worldwide.
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Ole Smoky Hosts National Moonshine Day on June 1
Ole Smoky Distillery, home of the most visited distillery in the world and #1 moonshine brand in the United States, is once again bringing National Moonshine Day to life with a 360 degree marketing campaign and its second annual “Shine Fest” on June 1. This year, the bestselling moonshine brand will host celebrations in its hometown of Gatlinburg, Tenn., as well as five additional markets around the United States.
“National Moonshine Day is the perfect occasion for Ole Smoky to celebrate the legacy of moonshine and share the spirit with the world. We were proud to have brought the holiday to life last year and are excited to share the spirit’s rich American history with everyone again in 2023 and for years to come,” said Joe Baker, founder of Ole Smoky.
Moonshine is one of the most storied spirits in the United States. Production of the notoriously incendiary spirit dates to the late 1700s when Irish and Scottish immigrants settled in the Southern Appalachian area, bringing with them their home distilling practices and their recipes for what is typically a white whiskey derived from corn, yeast, sugar, and water. Although the practice was illegal, moonshiners continued to provide the spirit to hooch seekers in dry counties after Prohibition, and distillation and consumption became more of a pastime, especially in Southern Appalachia.
Fast forward to 2010 when Baker and his partners, using a fine-tuned, century-old family recipe, launched the brand shortly after Tennessee legalized the distillation of moonshine in 2009. As the first legal moonshine in East Tennessee, the brand has grown exponentially over the past 13 years. The company now employs more than 800 people, makes a wide range of moonshines and whiskeys in four distillery locations across the state, and hosted more than 5.3 million visitors in 2022 alone.
“The Ole Smoky team will be encouraging everyone to celebrate National Moonshine Day at local bars and restaurants, our distillery locations, and retail markets throughout the country,” says Robert Hall, CEO, Ole Smoky Distillery. “Everyone deserves the chance to be a part of this special day that’s a nod to our rich history, which is why we are thrilled to expand our Shine Fest style celebration to additional markets this year.”
The most notable celebration will be Ole Smoky’s Shine Fest hosted in their hometown of Gatlinburg as well as in five additional markets for the first time, including: Alabama, Georgia, Illinois, Rhode Island and Wisconsin. The 2nd Annual Shine Fest in Gatlinburg will kick off with a DJ and be followed by performances from country artists Julia Cole and Canaan Smith. There will be food, giveaways and exclusive National Moonshine Day cocktails to bring an Ole Smoky spin to the festivities. Shine Fest will be held on June 1 at 120 Historic Nature Trail in Gatlinburg starting at 5 p.m.
For those looking to celebrate at home, enjoy Ole Smoky’s National Moonshine Day signature cocktail, Blackberry Lemonade, featuring Ole Smoky Blackberry Moonshine, lemonade and muddled mint. For more recipes and ways to celebrate, click here.
Fans can visit nationalmoonshineday.olesmoky.com to enter for a chance to win a grand prize trip to Tennessee for a Moonshine & Music Adventure, featuring roundtrip airfare for four, three-night accommodations and a private VIP Moonshine Experience at 6th & Peabody. First prize winners will take home the Ole Smoky Porch Party Bundle, a complete kit to throw a neighborhood party with Ole Smoky products, yard games, branded patio furniture and plenty of Shine Merch for the neighbors such as Ole Smoky t-shirts and hats.
Second Prize winners will receive Shine Merch, including custom Ole Smoky National Moonshine Day T-shirts. The website also features a C’mon & Celebrate National Moonshine Day Curated Playlist along with cocktail recipes to help fans celebrate National Moonshine Day at home.
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Deep Eddy Vodka Drops New Tea Hard Seltzer – Literally
Deep Eddy Vodka, one of the fastest-growing American-made spirits brands, has launched its latest line extension, Deep Eddy Vodka + Tea Hard Seltzers. Following the successful entry to the canned ready-to-drink segment with the brand’s now award-winning Deep Eddy Vodka + Soda, the new Vodka + Tea Hard Seltzers will be available in a variety of flavors, including lemon tea, sweet tea and peach tea.
“From the first sip, Deep Eddy’s newest tea seltzers are the perfect balance of refreshing and flavorful. Staying true to the brand’s roots, they are made with real fruit and ingredients – never sacrificing great taste,” said Hannah Venhoff, vice president, Deep Eddy Vodka. “As the hard seltzer category continues to grow and vodka-based seltzers truly take the lead, Deep Eddy is uniquely positioned to innovate in this space, offering new hard seltzers to our lineup for a simple beverage that is light, refreshing and easy.
“Moreover, the new Tea variety is a nod to our origin story with Deep Eddy Sweet Tea Vodka being the first flavor introduced under the Deep Eddy name.”
Deep Eddy Vodka + Tea Hard Seltzers celebrate the Austin-based brand’s first product, Deep Eddy Sweet Tea Vodka, launched 13 years ago. With an unwavering commitment to quality flavors and real ingredients, the premium hard seltzers are created using real vodka, tea and juices with a hint of bubbles for a crisp finish.
To officially launch the new product, the brand posted a live “Tea Minus” style countdown on the brand’s Instagram, @DeepEddyVodka, along with multiple posts alerting Deep Eddy followers and the public of its plans to “drop the tea” on its newest product. Once the live countdown struck zero, Deep Eddy released a video featuring a single can of Deep Eddy Sweet Tea Vodka + Tea Hard Seltzer dropping 5,000 feet from a helicopter – taking drop culture, literally, and to new heights.
Each can of Deep Eddy Vodka + Tea Hard Seltzer is 180 calories, gluten free and contains 4.5% alc/vol. The newest Deep Eddy hard seltzers are available nationwide in a 6-pack variety with a suggested retail of $16.99. Learn more about the brand and find the closest retailer at deepeddyvodka.com.
Deep Eddy Vodka (70-80 proof), a premium spirits brand based in Austin, Texas, is one of the fastest growing premium spirits in the United States. An Established Growth Brand according to Beverage Information Group, the brand is recognized for its unique production process and incorporation of real, natural ingredients in its flavors. Born in Austin.
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