LONDON, Oct. 1, 2025 /PRNewswire/ -- Premium French beer brand 1664 is proud to announce the start of an exciting new chapter, with the appointment of acclaimed actor, producer and global cultural icon Robert Pattinson as its first global brand ambassador.

At the heart of this new partnership is a bold global campaign set to launch in 2026, which unveils a cinematic exploration of contrasting perspectives on good taste. The campaign concept will be directed by acclaimed filmmaker, Brady Corbet. Corbet's most recent feature film, The Brutalist, was released in 2024 to critical acclaim and garnered 10 nominations at the Academy Awards in the categories of Best Director and Best Original Screenplay. He's also won the Silver Lion at the Venice International Film Festival and Best Director at the Golden Globes.

This collaboration marks an exciting new chapter for 1664, bringing together Pattinson's unique style and point of view with the brand's Parisian roots and effortless sophistication. Together, they invite the world to see 'good taste' from fresh angles, with 1664 positioned as the beer that brings people together.

Pairing Robert Pattinson and Brady Corbet signals an audacious creative leap for 1664, which blends sophistication with a distinctive edge. This collaboration embodies the spirit of 1664: unconventional, effortlessly stylish and confident.

"We're thrilled to unite Robert Pattinson and Brady Corbet, two icons of modern creativity, to create a campaign that dramatises the debate of good taste," says Nikola Maravic, Global Marketing Director, 1664. "Together, their unique personalities and creative styles challenge convention, with 1664 being at the heart of the discussion. Our longstanding mission to elevate beer into a premium lifestyle experience is underway. This is only the first sip, stay tuned for more to come."

Pattinson's involvement brings a new energy to 1664's world with a playful resolution that everyone can agree on: that 1664 is good taste.

Maravic continues: "With Robert as the face of our next global campaign, we have a unique opportunity to take 1664 into new cultural territory and reach audiences in exciting new ways. This is more than a partnership – it's a statement of intent."

LOUISVILLE, Ky., Oct. 1, 2025 /PRNewswire/ -- Leading global spirits company Sazerac today announces its acquisition of Western Son Vodka and Distillery, a Texas-based, small batch spirits company.

"We are excited to bring Western Son to Sazerac," says Jake Wenz, CEO of Sazerac. "The company has created a strong brand and it provides us an opportunity to continue to augment our portfolio, while also adding additional production capacity and capabilities to our network."

Alongside a wide selection of vodkas, Western Son also includes a gin. Western Son joins Sazerac's robust, global spirits portfolio including Buffalo Trace Bourbon, Traveller Whiskey, Fireball Cinnamon Whisky, BuzzBallz, Southern Comfort, SVEDKA Vodka, Wheatley Vodka, Myers's Rum, White X Cognac, Paddy's Irish Whiskey and many more.

Learn more at: .

Bartenders are at the heart of PATRÓN. They’ve always been hungry for opportunities to showcase their artistry, creativity, and individuality – and for years, the gave them that stage. With its pause over the past couple of years, PATRÓN been looking for new ways to reconnect with our bartender community, to educate them on our craft and values, while giving them a meaningful platform to display their own. 

Enter the PATRÓN Picante Margarita Challenge 

PATRÓN has made a call on bartenders across our four core provinces (Vancouver, Calgary, Ontario & Montreal) to create their own bold interpretation of the PATRÓN Picante Margarita – built with PATRÓN Reposado and their unique expression of “spice.” 

How it works: 

• Bartenders will craft their signature cocktail and capture it in a short-form reel. 
• Content will be shared on social media, as well as submitted to PATRÓN. 
• Each cocktail will also be featured for a full month in their establishment, allowing local communities to experience their creation firsthand.  

Judging & Selection: 
PATRÓN local Canadian Brand Ambassadors will evaluate the entries on creativity, appearance, taste, and overall appeal. The top four bartenders – one from each province – will be crowned as winners. 

The Reward: 
The winning bartenders will be invited to the PATRÓN Hacienda in Jalisco, Mexico, for an exclusive immersive experience celebrating craft, culture, and community – the ultimate recognition of their talent. 

This challenge reignites PATRÓN’s commitment to nurturing bartender artistry while reminding the trade that at the heart of every cocktail is both craft and passion.

Penderyn Distillery, Wales’ pioneering whisky maker, will be making waves at Whisky Live Paris 2025 (27–29 September) with the global debut of Serpent’s Tears by Penderyn – an extraordinary bottling that not only launches their new North Wales distillery in Llandudno but also marks the first peated whisky to emerge from Wales in 125 years.

With Whisky Live Paris established as the world’s largest whisky and fine spirits fair, Penderyn is gearing up for its most ambitious international showcase to date. The unveiling of Serpent’s Tears will headline Penderyn’s Paris presentation, offering international connoisseurs, retailers, and whisky writers a glimpse – and taste – of this daring release. Alongside this much-anticipated newcomer, Penderyn will also present its full award-winning range, admired globally for its elegance, finesse, and innovation. This includes their icon of Wales, Copperopolis.

A Spirit Reborn in North Wales

Serpent’s Tears is the very first whisky distilled and bottled at Penderyn’s state-of-the-art facility in Llandudno, which opened its doors in 2021. Built on the site of the historic Old Board School, the distillery represents both a revival and a new frontier for Welsh whisky-making. The launch pays homage to North Wales’ rich folklore, industrial heritage, and maritime history, while introducing one of the rarest styles ever produced in the country: a richly peated single malt whisky.

Stephen Davies, CEO of Penderyn Distillery, said:

“Serpent’s Tears is a landmark release not only for Penderyn, but for Welsh whisky. This is the first peated whisky to be created in Wales in over a century, and to bring it to life at our Llandudno distillery is something historic and very special. When we opened our doors in North Wales, our ambition was to innovate, to explore new styles, and to pay tribute to a region steeped in tradition. This whisky embodies that vision.”

The Taste of Serpent’s Tears

Described by the distillery as “a sight and taste to behold”, Serpent’s Tears is a sensory experience from pour to finish.

Nose: An autumnal day in a glass. Dry leaves, orchard fruits, wood smoke – dry logs on the crackling open fire. Some creamy notes in the background and heavy toasted bread.

Palate: Sweet peat, soft vanilla cream, sugared pancake with burnt edges. Baking apples with the hint of malt and a touch of peppery spice and clove.

Finish: Warming soft peat that lingers in the mouth with a barley sweetness.

At 46% ABV, the whisky is bottled without chill-filtration or colouring, ensuring an authentic expression worthy of its historic significance.

Stephen Davies commented:

“Whisky lovers who know Penderyn for our light, fruit-driven and elegant style are in for a revelation with Serpent’s Tears. This is Penderyn with a new dimension: smoky, bold, complex, yet still unmistakably ours. It respects the traditions of peated whisky but brings a modern Welsh twist that is uniquely Penderyn.”

Showcasing the Distillery’s Award-Winning Range

While Serpent’s Tears will dominate attention, Whisky Live Paris visitors will also be able to sample the breadth of Penderyn’s acclaimed portfolio. From the beautifully floral Madeira Finish that originally placed the distillery on the global map, to sherried expressions, limited releases, and the Icons of Wales collection, the stand will offer a true celebration of Wales’ whisky credentials on the world stage.

Stephen Davies added:

“Our range continues to win awards and recognition across the world, and Whisky Live Paris gives us the chance to show the full breadth of Penderyn’s craft. But with Serpent’s Tears, we are adding something completely new to our story – a whisky that reflects both our innovation and our roots. It is a proud moment for everyone at Penderyn.”

A Landmark for Welsh Whisky at Whisky Live Paris

Whisky Live Paris provides an unrivalled platform for this historic launch. With thousands of visitors expected, including international retailers, trade partners, collectors and whisky aficionados, the event will amplify Penderyn’s milestone moment.

Stephen Davies concluded:

“When we started back in 2000, our dream was to re-establish Wales on the global whisky map. Today, 25 years later, we are leading a true revival and pushing into bold new territory. Serpent’s Tears is more than a release – it’s a statement of intent from our Llandudno distillery and from Penderyn as a company. To launch it in Paris, at Whisky Live, is the perfect way to share this new chapter with the world.”

Event Details

• Whisky Live Paris 2025
• Public sessions: Saturday 27 & Sunday 28 September
• Trade session: Monday 29 September
• Location:  Grand Halle de la Villette, Paris

Penderyn invites visitors to its stand throughout Whisky Live Paris for the first chance to experience Serpent’s Tears alongside the rest of its distinguished whisky collection.