BARDSTOWN, Ky., Oct. 9, 2024 /PRNewswire/ -- Elijah Craig Bourbon is proud to announce the launch of its fifth-annual Old Fashioned Week, running from October 11 through October 20, 2024. This 10-day celebration invites bourbon enthusiasts to enjoy the iconic Old Fashioned cocktail at participating bars and restaurants across the country, all while supporting a great cause. Elijah Craig's mashbill and aging regimen lends itself to making the perfect spirit-forward Old Fashioned. Its signature warm spice and subtle smoke flavor complement the sweetness and spiciness of the cocktail's key ingredients. For every Old Fashioned sold, Elijah Craig will donate $1 per drink (up to $100,000) to the Southern Smoke Foundation, an organization providing critical support to food and beverage workers through emergency relief and mental health services.

"Elijah Craig is proud to give back to the hospitality community by supporting our friends at the Southern Smoke Foundation through our fifth annual Old Fashioned Week," said Max Stefka, Group Product Director of Elijah Craig. "Visiting a participating bar for a balanced Old Fashioned helps put dollars directly into the pockets of food and beverage workers when they need it most."

Since its inception in 2020, Elijah Craig's Old Fashioned Week has raised over $400,000 for organizations dedicated to supporting the hospitality industry, including the Southern Smoke Foundation. With Elijah Craig's help, Southern Smoke has provided nearly 1,000 no-cost mental health counseling sessions and $150,000 in emergency relief grants to industry workers across the U.S.

Internationally, Elijah Craig Old Fashioned Week will take place once again in Canada with proceeds benefiting the Bartenders Benevolent Fund, and for the first time in the UK, with efforts benefiting the hospitality industry via The Drinks Trust. The 2024 Old Fashioned Week will continue this impactful legacy, with every cocktail enjoyed helping to make a difference.

Elijah Craig is encouraging consumers to join the festivities by using the "Find a Bar" tool on oldfashionedweek.com to discover participating venues nearby. Many of these locations will feature creative riffs on the classic Elijah Craig Old Fashioned, giving guests unique ways to raise a glass in celebration. With 7000 venues participating in 2023, and estimations for equal sign ups this year, consumers will have no shortage of options when it comes to choosing where to cheers. This week is a celebration of bartenders, barbacks, chefs, runners, dishwashers, waitstaff, and many more service workers who are the backbone of the industry.

Bartenders interested in showing off their creativity can submit their own Old Fashioned recipes to the annual "New Era of the Old Fashioned Cocktail Contest" hosted by Elijah Craig and VinePair. Entrants get a chance to win a $15,000 cash prize and will be featured in Elijah Craig's "Old Fashioned Week Cocktail Companion: Volume 2" cocktail book. The drinks will be judged based on balance, flavor, aroma, and character, along with other factors, like innovation, inspiration, and presentation. Bartenders can enter now through November 1st.

To amplify the reach of Old Fashioned Week, Elijah Craig will launch a national media campaign featuring a brand ad running on connected TV and digital video networks like Hulu, Roku, ESPN, and Peacock. For those looking to enjoy Old Fashioned Week from home, consumers can find Elijah Craig Old Fashioned displays paired with all the ingredients necessary to craft the perfect Old Fashioned at retailers across the U.S.

The Signature Elijah Craig Old Fashioned Recipe

INGREDIENTS

2 oz. Elijah Craig Small Batch Bourbon

25 oz. Simple Syrup

3 Dashes of Bitters

Orange Swath

1 Brandied Cherry (optional)

INSTRUCTIONS

In a mixing glass add bitters, simple syrup, Elijah Craig Small Batch, and ice. Stir until well chilled. Strain cocktail over a large ice cube in a double old-Fashioned glass. Garnish with a swath of orange and a brandied cherry.

Elijah Craig invites Bourbon fans everywhere to join us in raising a glass to the Old Fashioned cocktail and the dedicated workers who make our hospitality experiences unforgettable. Share your favorite recipes, build your own Old Fashioned riffs, and gather friends and family to hit the town (or stay in to make your own, of course). Be sure to tag @ElijahCraig and #OldFashionedWeek on your photos or videos for a chance to be featured on the brand's social channels. Let's toast to another successful Elijah Craig Old Fashioned Week and continue to support the Southern Smoke Foundation in their vital work for the bar and restaurant community.

ROCHESTER, N.Y., Oct. 8, 2024 – Constellation Brands (NYSE: STZ), a leading beverage alcohol company, today announced the appointment of E. Yuri Hermida as the company’s new Executive Vice President, Chief Growth & Strategy Officer. In this role, Hermida will be responsible for Consumer Insights.

Hermida is a proven, global leader with a track record of driving results across diverse CPG companies in North America, Asia, Europe, and Latin America. He brings strong general management, operational, and P&L discipline coupled with extensive marketing, research and development, and innovation expertise to the team. Before joining Constellation Brands, Hermida was with Sovos Brands, one of the fastest growing companies of scale in CPG. At Sovos Brands, he served as President of the company and was Chief Growth Officer prior to that appointment. Before Sovos Brands, he spent four years at Reckitt in Europe and North America where he drove growth for the business units he led.

“We are excited to welcome Yuri to the team,” said Newlands. “His extensive experience across the CPG sector and diverse perspective will benefit our company as we continue to look for ways to evolve our business in line with shifting consumer and category trends to seek to ensure long-term, sustainable industry-leading growth.”

Originally from Mexico City, Hermida began his career there in brand management with The Procter & Gamble Company. He then managed several brands in their food and beverage portfolio, based out of their offices in Venezuela. Hermida continued to assume leadership positions with increasing responsibility, holding country and general manager roles around the world, and leading large-scale businesses in international markets for the company.

“I am thrilled to be joining the leadership team at Constellation Brands,” said Hermida. “I look forward to the opportunity to drive sustainable growth for a company with such iconic brands that I have had a long-standing affinity for.”

Hermida succeeds Mallika Monteiro, who previously led the company’s Growth Organization where she advanced the company’s innovation and digital capabilities and more recently assumed additional responsibilities as Executive Vice President and Managing Director for the company’s beer brand portfolio. In this role, Monteiro is responsible for all aspects of brand marketing and advertising, trade marketing and merchandising, as well as field, lifestyle, and experiential marketing for the company’s high-end beer brands. These responsibilities include elements critical to building and sustaining momentum for the company’s industry-leading Beer portfolio in an increasingly dynamic and competitive consumer landscape. Monteiro will continue to report directly to Bill Newlands and serve as a member of Constellation’s executive management committee.

“I look forward to the momentum Mallika will continue to help drive for our iconic beer brands,” said Newlands. “Her prior experience in beer and brand marketing and deep understanding of the consumer will help ensure our brands continue to resonate with current and new consumers alike, as we work to drive continued growth and unlock new opportunities.”

OXNARD, Calif., Oct. 8, 2024 /PRNewswire/ -- Sespe Creek Distillery, which includes in its portfolio Warbringer Whiskey, Silvergrin Vodka, and Parlor Cay Rum, announces today that John Campbell, Scotland's venerated Master Distiller, will join the Oxnard, California distillery as Chief Operating Officer. After 17 years at the helm of Scotland's iconic Laphroaig distillery and three years as Master Distiller at the Lowlands' farm-to-bottle Lochlea Distillery, Campbell is taking the reins at Sespe Creek with a dramatic new venture into American Craft Spirits.

The continental jump to California marks an exciting new chapter in Campbell's career and illustrates the ambition of an emerging American craft spirits producer both in the United States and globally.

"There is no overstating the significance of John's appointment at Sespe Creek Distillery," said distillery Owner, Alfred English. "Over the past two decades or so, there are very few in John's position who have had a greater impact on the whiskey space. Bringing him in represents a significant shot across the bow to let the industry know there's a formidable player here on California's Central Coast."

As incoming Chief Operating Officer, Campbell will spearhead Sespe Creek's portfolio of spirits, which includes Warbringer Mesquite Smoked Southwest Bourbon, Parlor Cay Rum and Silvergrin Vodka.

Said Campbell, "I am thrilled to accept the role of COO and Master Distiller at Sespe Creek Distillery. The challenge of working in new spirits categories, and in a new country, make this such an exciting time in my life. I can't wait to get going and for what lies ahead."

Campbell's new position leading Sespe Creek also signals the beginning of a groundbreaking new collaboration between industry-leading Master Distiller and UFC greats, Josh "Warmaster" Barnett and Donald "Cowboy" Cerrone. Barnett and Cerrone each have their own sub-brands under the Warbringer Bourbon umbrella, Warmaster Edition and Cowboy Edition respectively.

Since launching in 2019, Barnett's Warmaster Edition has garnered a wide following since being featured on The Joe Rogan Show as one of the host's preferred whiskies to drink on air, while Cerrone's Cowboy Edition recently launched with much anticipation at UFC 300 in Las Vegas.

Campbell will officially step into his new role at Sespe Creek in October. While currently a production-only distillery, Sespe Creek is in plans to open a tasting room in the first half of 2025.

TORONTO and NEW YORK, Oct. 9, 2024 /CNW/ - J.P. Wiser's, Canada's #1 whisky brand, is pouring its iconic Canadian spirit, passion and 165-years of history into a new multiyear Canadian partnership with the National Hockey League (NHL®), which names J.P. Wiser's the Official Whisky of the NHL.

"Hockey isn't just a game in Canada; it's woven into our cultural fabric and creates lifelong traditions. As one of Canada's oldest whisky brands, J.P. Wiser's understands the importance of upholding such a legacy," said George Skarpathiotakis, Senior Brand Director of J.P. Wiser's.

"This collaboration allows J.P. Wiser's to build on the tradition of bringing friends together over a Canadian whisky during Canada's game. Bringing these two iconic brands together we will unite generations of fans and communities through their shared passion for the NHL, celebrating those moments that matter most in homes across Canada," he added.

"We are thrilled to welcome J.P. Wiser's to the NHL family where together we will celebrate game night rituals with our passionate fans across Canada," said Chris Falkiner, NHL Vice President, Business Development Solutions. "We look forward to bringing creative and impactful campaigns to living rooms across the nation, while providing J.P. Wiser's major brand visibility."

Already a well-recognized name in the NHL due to its partnerships with the Montreal Canadiens, Detroit Red Wings, and Pittsburgh Penguins, J.P. Wiser's is further solidifying its position as the go-to whisky by enhancing its role as the official choice for game night celebrations.

As part of this partnership, NHL fans can look forward to limited edition whiskies, co-branded promotional merchandise, in-store signings and social media contests. J.P. Wiser's will also be visible on TV during NHL games broadcast on Rogers Sportsnet and Prime Monday Night Hockey on Prime Video in Canada with prominent branding on Digitally Enhanced Dasherboards, the League's advanced approach to dynamic dasherboard advertising during select games.

On November 4^th, J.P. Wiser's will also launch a new NHL marketing campaign for the 2024-25 season. As the second installment under the 'Wisely Done' umbrella, the campaign will air nationally on TV across Canada and spotlight two prominent NHL Alumni, Ryan Smyth and Doug Gilmour.

"I'm really excited for people to see this ad because the concept felt true to Canadian hockey roots. Ryan and I had a great time shooting it, even squeezing in some chirps in between takes for old-times' sake. And of course, it helped that I've always enjoyed J.P. Wiser's whisky," stated Stanley Cup® Champion and two-time NHL® All-Star Doug Gilmour.

To learn more about J.P. Wiser's, visit www.jpwisers.com