Patagonia Toasts Itself with Organic Brew
Outdoor clothing company Patagonia is turning 40 and in perfect mid-life crisis fashion, it’s adopting some new hobbies. The eco-friendly outfitter is actually brewing its own brand of beer.
Created in partnership with New Belgium Brewing, the limited-edition organic beer will be known as California Route Lager and only sold in 12-ounce cans, according to the Huffington Post. But the lager won’t be around for long. “This is just a promotional, one-time special collaboration,” Patagonia spokesperson Jess Clayton told Bloomberg Businessweek. “Patagonia is not getting into the beer-business in a permanent way.”
The name comes “from the California route on Patagonia’s Mount Fitz Roy, first climbed in 1968 by Patagonia founder Yvon Chouinard and friends,” according to the company’s press release.
We’ll drink to that![more]
Pernod Ricard Launches Online SipStor
People are shopping for pretty much everything from the comfort of their living room these days. For Brits, add liquor to that online shopping list. With that, Pernod Richard has launched its own online store to cash in on the growing number of consumers who aren’t bothering to actually get up and out to brick-and-mortar retailers.
Not only does SipStor give consumers access to all the brands that they could get at their local liquor shop, but the site also sells brands that aren’t always found on shelves in the United Kingdom. In the next few months, the site will be rolled out across Europe. According to Marketing Magazine, the UK was selected as the launch market because of its plethora of “digitally savvy consumers.”
Emeril’s BAM! Good Whiskey
Celebrity chef Emeril Lagasse isn’t fooling around when it comes to whiskey. He’s so committed to getting the right flavor that the he went out and created his own. His private barrels have now rolled in from Kentucky and are ready for use at three of his restaurants: Delmonico’s, Table 10, and Emeril’s New Orleans Fish House.
“Our company’s respect and commitment to whiskey-based products is evident in the whiskey program that we not only carry in Delmonico, but also in the large amount of whiskey brands that are found in all of our restaurants,” said Emeril Lagasse’s President Eric Linquest, according to Forbes. “When combined with our close personal friendship with the ownership and management of the Buffalo Trace distillery, it only made sense for us to do our first private label bourbon with Buffalo Trace.”
More Booze News
- 1800 Tequila debuts its latest TV campaign.
- A-B InBev has honed-in on four areas of the craft-beer market: seasonal, IPA, dark lager, and American lager.
- MiilerCoors says Molson brand is “at risk” of a writedown.
- 7 Sirens White Rum has launched in Oregon.
- Gruppo Campari will be distributing Bulldog Gin on American soil next year.
- The Evan Williams Bourbon Experience visitor center is now open in Louisville.
- New Amsterdam Vodka has launched its first ever national broadcast advertising campaign.