Global Drinks Intel

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Global Drinks Intel. is a new trade digital and print magazine for the global drinks industry. Focusing on the wine and spirits sector, the publication aims to be a one-stop shop for the drinks executive, offering an independent and unparalleled mix of global coverage, industry insights and high-profile interviews. ISWR Magazine founder and editor Alex Smith launched Intel. after 20 years at The IWSR. The new magazine features a mix of interviews, category evaluation and market analysis, and will work closely with IWSR research. The global drinks industry is overwhelmed with information. The Intel. team curates that information, bringing to light in a concise manner the ‘how and why’ behind the top-line numbers. Global Drinks Intel. has a particular focus on travel retail, with Doug Newhouse, the former head of Travel Retail Business, heading up its travel-retail coverage. The March issue features an overview of the travel-retail Americas spirits business, including outlet analysis, and an exclusive interview with Brown Forman travel retail managing director Marshall Farrer. Intel.'s first edition is out on 5 March. Published monthly, the magazine has been launched with an initial audience of 10,000 readers across 110 countries. Source

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Scope International, Trade/B2B
Language English
Country United Kingdom
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Frequency Monthly

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Diageo turns up the (country) music for Crown Royal in US – video

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By Jessica Broadbent
| Global Drinks Intel Verified
Diageo’s North America division has unveiled a country music-themed push in the US for Canadian whisky Crown Royal under a new marketing platform for the brand. ‘Bring It’ will roll out nationwide across social, digital, broadcast and out-of-home channels.
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Heineken unpicks ‘language of sport’ in US soccer campaign

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By Jessica Broadbent
| Global Drinks Intel Verified
Heineken’s has commenced a World Cup-timed activation in the US that aims to “translate” British sporting vocabulary into terms domestic consumers are familiar with. The out-of-home marketing activity, which forms part of Heineken’s ‘Summer of Soccer’ marketing campaign, has gone live in World Cup host cities including Atlanta, New York and Philadelphia. The adverts’ locations include streets near fan events and stadiums, and on the New York subway.
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Diageo follows chief HR officer departure with external recruitment

| Global Drinks Intel Verified
The news marks the most senior appointment at Diageo since Dave Lewis became CEO in January. At the end of March, Global Drinks Intel revealed exclusively that the brand owner’s North America CEO, Sally Grimes, had left the group with immediate effect, to be replaced by John O’Keefe, the current CEO for Asia Pacific, Global Travel & India.
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Moët Hennessy spotlights Hennessy cognac in global travel retail

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By Jessica Broadbent
| Global Drinks Intel Verified
Moët Hennessy is launching destination-specific packs as part of a marketing activation for its namesake cognac in the global travel retail channel. Among the assets of the brand’s ‘Spirit of Travel’ campaign, which was initially trialled in Asia last year, will be the release of personalised Hennessy XO ‘decanters’ for Dubai, Hainan, Hong Kong, Macau, Paris, Seoul, Singapore and Taiwan.
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Defining the next era of luxury spirits with ABD Maestro – Branded Content

| Global Drinks Intel Verified
The global spirits industry is in the middle of a quiet revolution. For decades, the map of luxury drinking was drawn by a handful of familiar nations such as Scotland, France and Japan, each with centuries of craft tradition and the brand equity to match. That map is now being redrawn. A new generation of consumers across the world is approaching their glass with a different set of questions: not simply where a spirit was made, but how, by whom and what it says about the person holding it.
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‘In our industry, there are some brands that, at the end of the day, overwhelm a category’ – Disaronno Group CEO Marco Ferrari speaks to Global Drinks Intel – Part I

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By Olly Wehring Verified
| Global Drinks Intel Verified
At the start of October, Marco Ferrari will celebrate the third anniversary of starting his current role as CEO of Disaronno Group. The company today has changed somewhat from the company he joined, not least in name. Earlier this month, Ferrari sat down with Global Drinks Intel editor Olly Wehring to talk through Disaronno’s name change from Illva Saronno, the group’s management of its namesake liqueur brand and the perils and pitfalls of working in ice cream.
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This week’s new spirits launches – 29 June-3 July 2026

| Global Drinks Intel Verified
De Kuyper is leaning into fruit flavours for the premix spritz extension of its namesake brand, while also adding a spritz to peach liqueur mark Peachtree De Kuyper Royal Distillers’ De Kuyper Elderflower Spritz and Limoncello Spritz plus Peachtree Spritz Pre-mix cordial, consisting of elderflower and limoncello spritzes for the De Kuyper brand Released this week to the on-premise channel in the company’s home market of the Netherlands, available in 1-litre bottles and in 20-litre “KeyKeg” –...
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Get ready for Whisky Live Paris 2026 this September

| Global Drinks Intel Verified
From Saturday 26 to Monday 28 September, the Grande Halle de la Villette will host the 22nd edition of the world’s largest whisky and spirits tasting event. Organised by La Maison du Whisky, this year’s edition celebrates a double anniversary: the 70th anniversary of the hosting company and the tenth anniversary of Cocktail Street.
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Greenfield Global opens other-than-standard-wine production facility in Kentucky

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By Jessica Broadbent
| Global Drinks Intel Verified
Credit: HelloDavidPradoPerucha Alcohol manufacturer Greenfield Global has begun producing ‘other than standard wine’ (OTSW) in the US for the first time, in a move designed to reduce the impact of import tariffs. The Toronto, Canada-headquartered company is producing the liquid at a new site in Shelbyville, Kentucky – construction of which began in September last year.
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Edrington sells Wyoming Whiskey control back to co-founder

| Global Drinks Intel Verified
Edrington has trimmed its portfolio, agreeing to offload a majority holding in Wyoming Whiskey and the distiller’s namesake American whiskey brand. A transaction, for an undisclosed sum, has been agreed with co-founder David Defazio that will see Edrington’s 80% holding head back across the Atlantic. The scotch whisky specialist, which owns The Macallan, The Glenrothes and Highland Park single malts, bought into Wyoming Whiskey in 2018 before upping the initial 35% stake to 80% three years ago.
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Global Drinks Intel Journalists

Wehring, Olly