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Issue: November 2007
November Industry Spotlight

by: The Tasting Panel Editorial Team
World's Largest Distilled Spirits Ad Wraps Itself 'Round the RIO All-Suite Hotel & Casino on
Las Vegas Strip
Jim Beam unveiled the world's largest distilled spirits advertisement, measuring 32,000 square feet and 40 stories—roughly 400 feet tall—on the side of the iconic RIO All-Suite Hotel & Casino in Las Vegas. The ad celebrates the recent Senate Resolution establishing September 2007 as National Bourbon Heritage Month.

Jim Beam Bourbon unveiled the first-of-its-kind ad commemorating National
Bourbon Heritage month.
 
Partida Tequila Launches “True Spirit of Tequila” Campaign
Partida Tequila founder and Chairman Gary Shansby has launched of an innovative marketing campaign that integrates viral videos, podcasts, a re-designed website (www.partidatequila.com), bartender events, blogging, sweepstakes and online public relations with traditional trade & print advertising.
“This is an exciting campaign that will create great brand interaction in fun and exciting ways while staying true to Partida’s goal of introducing America’s spirits drinkers to authentic, premium tequila,” said Shansby.
The viral video series, “Tequila Confessions” (www.tequilaconfessions.com), captures stories of people’s first tequila experiences in candid, street-intercept interviews. After the “confession,” interview subjects are led through a tasting of premium Partida Tequila to experience “the true spirit of tequila.”
“The stories are invariably hilarious and often embarrassing without crossing the line,” said filmmaker Dusan Sekulovic, who is shooting the series. Sekulovic shot the first series of videos in New York. Partida will do a casting call in cities around the country to continue the series, as well as expand the concept to include “Bartender Confessions.”

Shansby and the Partida brand will be spotlighted in the December issue of THE TASTING PANEL.
Partida’s website invites tequila fans to experience “the true spirit of tequila.”
 
Wild Turkey Expands Distillery
Wild Turkey Bourbon has reached a momentous milestone: 1 million cases in annual global sales volume. To prepare for continued growth in the years ahead, Pernod Ricard USA, producer of Wild Turkey, also announced that it will invest over $35 million to expand the Wild Turkey Bourbon Distillery, located in Lawrenceburg, KY, to more than double its production capacity and build new warehouses to store and age the bourbon.

The official groundbreaking for the project was held on October 4, with officials including Lawrenceburg Mayor Edwinna Baker, Pernod Ricard USA executives and Wild Turkey Bourbon customers from around the world.
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