萨泽拉克孵化平台375 Park Avenue Spirits更名Sazerac Next
萨泽拉克集团宣布，其孵化与品牌建设平台「375 Park Avenue Spirits」正式更名为「Sazerac Next」。该平台2015年随集团收购Van Gogh Imports后设立，此次更名意在整合新兴与培育期品牌，组合覆盖约60个品牌，横跨威士忌、白兰地、龙舌兰与利口酒等品类，总部位于肯塔基州路易斯维尔，并负责美国市场的商业化与市场激活。
Sazerac Group has renamed its incubator and brand builder Sazerac Next, more than a decade after launching it as 375 Park Avenue Spirits.
375 Park Avenue Spirits was established in 2015, following Sazerac’s acquisition of Van Gogh Imports, and became a fully integrated sales company within the group.
The incubation and growth engine platform aims to combine distinctive brands, entrepreneurial thinking, and the company’s scale and expertise to ‘create meaningful connections with today’s consumers’ and build brands for long-term growth.
Based in Louisville, Kentucky, it also focuses on commercialisation and market activation in the US.
A Sazerac spokesperson said: “Sazerac Next will bring together a portfolio of emerging and developing brands, including both Sazerac-owned brands and agency partner brands.
“It will give emerging and developing brands the concentrated attention, focus and effort they need to turn potential into a strong foundation for growth – some of those we have announced recently, including Lovebug, Dalho Soju, Apervita, St Grove, and more. Stay tuned for future updates.”
The portfolio of around 60 brands spans a wide range of categories, including whiskeys, brandies, agave spirits, and liqueurs.
The company’s owned portfolio includes brands such as The Last Drop, Garavogue Irish Whiskey, Clix and Century vodkas, and Sazerac de Forge & Fils.
International brands include Wahaka Mezcal, Siete Leguas Tequila, Glenfarclas, Gautier Cognac, and Marie Brizard liqueurs.
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