Smithworks by Pernod Ricard, in collaboration with Blake Shelton, has launched Smithworks Hard Seltzer Lemonade on March 31, 2021. This new ready-to-drink (RTD) beverage offers classic summer flavors and is available in four varieties: Classic Lemon, Ripe Strawberry, Southern Peach Tea, and Crisp Lime. Each 12 oz can contains 100 calories and 1 gram of sugar, with a 5% ABV. The product is currently distributed in 17 states, with more planned for 2021. The ready-to-drink category is expected to grow rapidly in the coming years.
On October 5, 2020, Jameson Irish Whiskey relaunched its iconic 'Lost Barrel' advertisement as part of the 'Legendary Tales' campaign, celebrating the brand's 240-year heritage. The campaign humorously portrays the legendary distiller John Jameson battling a mythical octopus to deliver his whiskey. Dominating the Irish whiskey market with a 73% share and a +35% growth rate, Jameson's Original remains a key driver. New products like Jameson Cold Brew and Black Barrel complement this growth strategy, encouraging consumers to create their own legendary moments during the holiday season.
Pernod Ricard USA announced plans to close its offices and adjust manufacturing schedules on Election Day to promote voting among employees. CEO Ann Mukherjee encouraged industry leaders to follow suit and initiate similar practices to enhance voter turnout. In conjunction, the Absolut vodka brand launched a campaign titled "Vote First, Drink Second" aimed at encouraging responsible voting behavior. The campaign includes a new TV commercial debuting on September 29 and various advertising initiatives focusing on civic engagement.