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July 12, 2007
Drinks Americas and Interscope A&M Ink Link Deal
Drinks America Holdings, the company behind Trump vodka and Willie Nelson’s Old Whiskey River Bourbon, has signed a partnership agreement with, part of Universal Music Group. The deal, whose financial details were not disclosed, will allow the two companies to “identify, develop, commercialize and market” brands of drinks—both alcoholic and non-alcoholic—that bear the endorsement of artists on Interscope’s roster, which includes Eminem, Gwen Stefani, Snoop Dogg and Sting.
The companies emphasized their separate roles, noting that it would be Interscope’s obligation to negotiate drinks deals with artists. Drinks Americas will then create the beverages while Interscope picks up marketing support. According to Steve Berman, president of sales and marketing for Insterscope Geffen A&M, the deal is a response to the rapidly changing landscape of the record industry, in which labels are scrambling to diversify their revenue streams amidst falling music sales.
“Our partnership provides us with a marketing platform to drive awareness of our premium icon brands through events, such as music videos, concert tours, album kick-off parties and other countless ways that cut across all media forums,” added Patrick Kenny, President and CEO of Drinks America.
About Interscope Geffen A&M:
Interscope Geffen A&M Records shines like a supernova in the musical universe. A division of recording industry titan Universal Music Group (UMG), Interscope Geffen oversees a diverse collection of record labels, including three of UMGs flagship imprints: Interscope, Geffen Records, and A&M Records. Interscope, best known for its rap and 
R&B artists, is responsible for some of UMG's best-selling albums, including works from top-sellers 50 cent and Eminem. Venerable A&M Records promotes a variety of artists such as Bryan Adams and Sheryl Crow. Geffen Record's focus is shifting from a mix of genres to commercial pop. Interscope Geffen's other labels include Aftermath Records, G-Unit Records, and Shady Records.
About Drinks Americas, Inc.:
Drinks Americas develops and nationally distributes alcoholic and non-alcoholic premium beverages that are often associated with renowned icon celebrities. Drinks' portfolio of premium alcoholic beverages includes Trump Super Premium Vodka, Willie Nelson's Old Whiskey River Bourbon and Bourbon Cream, Rheingold Beer and Roy Yamaguchi's Y Sake. Drinks' non-alcoholic brands include the distribution of Paul Newman's Own Lightly Sparkling Fruit Juice Drinks, Sparkling Waters, and Teas.
Other products owned and distributed by Drinks Americas include Damiana, the Mexican liqueur; Aguila Tequila; Drinks' award-winning Cohete Rum Guarana from Panama; and Swiss T.
Old Whiskey River, Y Sake, Damiana, Aguila Tequila and Cohete Rum are Gold and Silver Medal award winners respectively from the International Beverage Tasting Institute and the San Francisco International Wine and Spirits Competition.
Source: “Drinks Americas Inks Music Link”, Paula Pou, Wine Spectator, July 12, 2007
Posted by fortna at July 12, 2007 11:33 AM
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