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CÎROC Ultra-Premium Vodka has launched applications for its inaugural Blue Dot Creative Residency (BDCR), a program designed to support storytellers in bringing their passion projects to life. The initiative kicked off with actors Woody McClain and Erika Alexander as its first members.

The program was showcased during a festival in Park City, Utah, featuring networking events, panel discussions, and creative sessions. A notable highlight was the 'Addressing the Creator's Dilemma' panel at the MACRO Lodge, which included industry professionals discussing the challenges of balancing creative passions with financial success.

Applications for the residency are open to U.S. residents aged 25 and older until February 24, 2025. Selected participants will receive funding, resources, and support to develop their creative projects. The BDCR plans to participate in other major cultural events where the inaugural class will have opportunities to expand their creative endeavors.

Captain Morgan, the Official Spiced Rum Sponsor of the NFL, announces a major marketing initiative for Super Bowl LIX in New Orleans, temporarily transforming Bourbon Street into 'Rum Street' from February 6-8, 2024. The celebration features GRAMMY® Award-winning artist T-Pain as headliner for a performance on February 8.

The campaign includes several key components: a $10 consumer promotion for local establishments, a special merchandise collaboration with KidSuper launching February 7, and various Super Bowl weekend events including the NFL Honors and Gameday Experience at Captain's Yard at Caesars Superdome. The brand is also setting up a Rum Street HQ for celebrations and will have presence at the Bullseye Tailgate event.

Four major spirits companies and the Kentucky Distillers' Association (KDA) have partnered with Precision Conservation Management (PCM) and the Kentucky Corn Growers Association to launch a $2.8 million, five-year initiative supporting Kentucky corn farmers. The collaboration, formed by Brown-Forman, Diageo North America, Heaven Hill Brands, and Suntory Global Spirits, aims to implement regenerative corn growing practices on over 100,000 acres starting in 2025.

The initiative will provide farmers with conservation specialists to maximize management education and ease administrative burdens. PCM will assist farmers in analyzing data through annual Resource Analysis and Assessment Plans, offering free services and sign-on incentives. Participating distilleries will provide additional acre-based incentives for farmers adopting reduced tillage, cover crops, and improved nitrogen use efficiency practices.

Diageo has released its annual global trends report, Distilled 2025, analyzing over 160 million online conversations to predict consumer socializing behaviors. The report identifies key trends including 'zebra striping' (alternating between alcoholic and non-alcoholic drinks), with a 79% increase in discussions about 'decelerated occasions' and 37% rise in self-love celebrations.

The analysis reveals an 83% year-over-year increase in conversations about unique products and experiences, alongside a 42% rise in discussions about alternative social spaces. AI integration shows significant growth, with conversations up 83% worldwide, particularly in Europe (96%) and North America (91%). Community connections are also trending, with a 121% global surge in discussions about connecting passionate fandoms.

The report is powered by Diageo's Foresight System, a proprietary AI-driven tool developed with Share Creative and Kantar, supporting the company's Consumer Choice Framework.

Tanqueray London Dry Gin, the #1 Gin in the US and 7-time winner of the bartender's choice award, launches its new 'Classic or Nothing' campaign to reinforce its position as the classic choice for cocktail enthusiasts. The social-first campaign celebrates the brand's nearly 200-year legacy while appealing to a new generation of cocktail lovers.

The campaign features a refreshed visual identity and will be executed through digital media, events, and retail experiences. To showcase this initiative, Tanqueray introduced the 'Classic or Nothing Diner' experiential footprint, which debuted at the Austin Food & Wine Festival and appeared at MetLife Stadium's FanZone, featuring NFL legend Hakeem Nicks. The experience combines classic American diner culture with signature Tanqueray cocktails like dirty martinis and Tom Collins.

CÎROC Ultra-Premium Vodka has launched the 'Blue Dot Creative Residency,' a program designed to support emerging creators in entertainment, music, art, and fashion. The initiative aims to help creatives expand into new fields by providing direct funding, resources, and mentorship.

The program features '(Ease)capes,' offering creative time off during key cultural events, and a 'Creative Trust' providing guidance from industry leaders. Open to US residents aged 25 and above, the residency will support talent through 2025, helping distribute and showcase projects across various platforms, from movie theatre partnerships to commission-free art galleries.

The program was celebrated with an exclusive dinner at Miami's Rubell Museum on December 6th, marking CÎROC's commitment to championing greater Black representation in culture and addressing barriers like lack of funds and bandwidth for diverse talents.

Guinness announces holiday initiatives including a collaboration with Levain Bakery for -edition holiday cookie tins featuring Dark Chocolate Peppermint, Two Chip Chocolate Chip, and Dark Chocolate Chocolate Chip cookies. The company is launching 'Most Wonderful Pop-Up' experiences in Boston and New York City, featuring a Guinness tiny pub and exclusive merchandise.

The Open Gate Breweries in Baltimore and Chicago will host special seasonal events, with Baltimore transforming its lawn into a Christmas Tree Lot and Holiday Market, while Chicago will conduct Holiday Workshops every Sunday. Additionally, Guinness continues its community support through the Guinness Gives Back Fund, partnering with organizations to fight hunger and support education programs.

Buchanan's Scotch Whisky has launched its 'Más Noches Buenas' campaign, pledging $150,000 from its 200% Futuro Fund to support foodservice workers during the holiday season. The initiative, featuring Marcello Hernández, aims to recognize and support foodservice workers who often miss holiday celebrations while serving others.

The funds will be distributed to four nonprofits supporting food and beverage industry workers. The campaign includes festive trade dinners in major cities, a -edition merchandise collaboration with Kids of Immigrants, and a Noche Buena Holiday Contest offering a $1,500 prize. Additionally, Buchanan's partnered with Chef Manolo López to create a signature Coquito cocktail recipe for the holidays.

Smirnoff and rapper Saweetie are hosting a one-day holiday pop-up event in NYC's Union Square on December 7, 2024, from 12-7 PM ET. The event features holiday-themed cocktails, gift wrapping services, and the showcase of two seasonal products: Smirnoff Peppermint Twist and Smirnoff Red, White & Merry. Both -edition spirits are available nationwide at $12.99 for 750mL with 30% ABV. The event offers cocktail tastings, photo opportunities, and exclusive experiences, including the chance to have gifts wrapped by Saweetie herself. The initiative is part of Smirnoff's 'WE' community programming aimed at bringing people together during the holiday season.