In this recap of recent news and notes from the spirits industry, we highlight Bacardi’s embrace of NFTs and share details of the ASCA’s STEPUP program, plus examine why singer Mariah Carey is caught up in a legal dispute over her new cream liqueur brand.
Bacardi Enters NFTs with Cam Kirk, NAACP Partnership
It’s still impossible to physically drink an NFT, the last time we checked. However, that hasn’t stopped Bacardi from jumping into the market with its first-ever blockchain token release, a collaboration with photographer Cam Kirk designed to promote its latest spirit launch, Reserva Ocho Sherry Cask Finish.
This isn’t the first time beverage and blockchain have found some common ground: whether it’s Detoxwater’s cryptocurrency-inspired flavor, Long Island Iced Tea’s pivot to become Long Blockchain, or something slightly more bizarre (see: DogeCola), the emergence of digital exchanges has sparked the imaginations of drink brands from all sectors of the industry. Liquor brands are just starting to dip their feet in — see companies like NFT Spirits or Kinsale’s recent offering of rare aged spirits at auction — but Bacardi’s partnership with photographer/videographer Cam Kirk, best known for his extensive work in hip-hop culture, sets a slightly more approachable model fitting for the brand’s debut.
The NFT itself, which went on sale September 1, features a suite of digital assets, highlighted by a 3D video and also including behind-the scenes content and a “virtual gift box” of recommendations for enjoying Sherry Cask Finish. According to Kirk, the NFT is conceptualized to explore the “intersection of photography and the rum aging process” and that “ultimately unlocks the unique journey that BACARDĺ’s Cask Finish Series is meant to encapsulate.”
The 3D video begins with Kirk shooting the bottle in his studio: “As I move closer to the bottle, I’m suddenly drawn inside and teleported to a sun-soaked tropical island,” he said in a press release.
“Emblematic of the balmy Caribbean, where BACARDĺ premium rums are aged, this three-dimensional, pixelated universe is meant to give off a very digital and futuristic feel. The viewer is symbolically entering the lens of my camera for a brief moment in time, as I shoot this one-of-a-kind rare rum, harkening back to its origins, inviting discovery and celebrating the bold, beautiful flavor of Sherry Cask Finish.”
Proceeds from the NFT sale will directly benefit the “Backing the B.A.R,” an NAACP-backed initiative that provides business acceleration grants, education, support, and entrepreneurship solutions for Black-owned bars, restaurants, nightclubs, lounges, liquor stores, and small businesses in the process of applying for a liquor license.
Mariah Carey, Irish Brand Tangle Over “Black Irish” Trademark
She may be known for her platinum hits and perfect pitch, but a small business in Ireland is hoping Mariah Carey will change her tune when it comes to her cream liqueur line, Black Irish.
The Grammy award-winning songstress announced the launch of her new venture last week: the Black Irish family of cream liqueurs, that includes Original Irish Cream, Salted Caramel, and White Chocolate, all reportedly produced in Ireland “exclusively with premium ingredients and aged Irish whiskey” and sold in 750ml and 50ml bottles via Republic National Distributing. In a statement last week, Carey — who’s ubiquitous “All I Want For Christmas Is You” is the best selling Christmas single by a female singer ever — noted that she “wanted to create something that embodies the holidays and gives everyone a reason to celebrate year-round.”
However, it may not be time to party just yet: behind-the-scenes, according to reporting in The Currency, Carey is embroiled in a legal dispute with Darker Still Spirits Company, an Irish distillery that holds the legal trademark to Black Irish in the European Union and markets a drink under the name that features Irish whiskey blended with stout, chocolate malt and roasted barley.
Documents cited by The Currency reveal that Carey’s representatives, after a failed attempt to acquire the “Black Irish” trademark from Darker Still, have been pressuring EU regulators to revoke the company’s control of it by arguing that it had “not been put to genuine use within a continuous period of five years.” Darker Still co-founder Dave Phelan acquired the trademark in 2020 via his company Disgnar Ltd from a seller who purchased it in 2015.
In response, lawyers for Darker Still shared filings from the European Union Intellectual Property Office (EUIPO) that showed that the development of Black Irish had been going on for several years prior to Darker Still being incorporated in May 2020. Other supporting evidence included correspondence between the brand’s founders and design house Drinksology around Black Irish’s visual look, plus notes from meetings, press releases and web sites.
In a statement shared with BevNET, Phelan wrote: “Myself and my partners in Darker Still are collective veterans of the Irish drinks industry, and it is unprecedented that we are defending our position against a US company, within an Irish industry that we have helped support for over 30 years. We also call on Mariah Carey’s appointed agent to stop claiming trademark rights to other products owned by our directors, presumed as a tactic to undermine our wider businesses. Despite being subject to these distractions, it is business as usual and we are expanding the presence of our ‘original’ Black Irish Whiskey across all of Europe.”
Phelan added that products labeled as “Irish creme” carry the same protected regional status as drinks like French Champagne or Cognac. “Questions are now being prepared to Mariah’s brand team to ascertain how a ‘Geographic Indicator’ Irish Cream Liqueur, could have been produced on the Island of Ireland without the relevant EU Trademark permissions. What is certain is that we will continue fighting any trademark objection whilst also engaging with the European Commission in regards to specific legalities surrounding Irish cream production. This will provide clarity on the matter and resolve an unfortunate situation not of our making.”
In response to questions from The Currency, a representative for Mariah Carey’s Black Irish said the company did not have current details on the status of distribution in the EU. The spokesperson did not respond to a question about where the beverage is being produced.
ACSA Reveals Team, Intern Track for STEPUP Program
This week, The American Craft Spirits Association (ACSA) unveiled its Spirits Training Entrepreneurship Program for Underrepresented Professionals (STEPUP Foundation), sharing details of the new diversity initiative that aims to give participants hands-on training and experience with wholesalers.
The STEPUP internship, which began accepting applications for participants and mentors on Wednesday, is being primed as “an immersive internship program for underrepresented individuals in the alcoholic beverage industry,” according to a press release. If accepted, applicants will work closely with a wholesale partner to learn various aspects of the industry, including distillation production and safety, sales and marketing, business and finance, tasting rooms operations and distribution. Travel expenses and room and board are covered, plus a stipend.
Two applicants will be accepted into the program for its first edition, with a further six interns expected in its second year and ten or more in year three and beyond.
The launch of STEPUP comes after more than 18 months of planning, the release noted, which included lining up “Cornerstone” funding partners like Diageo North America. The liquor conglomerate has committed $1.2 million to the program over three years; it will also hold a seat on the SETUP Advisory Board. Wine and spirits investment firm Young’s Holdings is another major backer, while craft distilleries Leopold Bros. and Smooth Ambler Spirits have also contributed.
“While we recognize we cannot change our industry landscape overnight, we are pleased to be moving in the right direction and are equally inspired by the unwavering support we’ve seen from the craft community for initiatives like STEPUP,” said Margie A.S. Lehrman, CEO of ACSA and President of STEPUP, in a release. “Though we’ve been working behind the scenes for well over a year, we are excited to formally introduce this program in our ongoing effort to spark as much change in our industry as we can.”
Joining Lehrman in leading SETUP are ACSA president Rebecca Harris (Head Distiller and Co-founder, Catoctin Creek Distilling Co.) as Secretary and Julie Kinch (CEO/Founder, JK Leadership Advisors, LLC) as Treasurer. The organization’s Board of Directors includes Chris Montana, CEO and Head Distiller, Du Nord Social Spirits; Chris Underwood, CEO, Young’s Holdings; David Cid, Rum Master, Bacardi; and Ingrid Wetzell, HR Director, Bently Enterprises.