In Distill Of The Night: MLB Creates New Category Noise With Vodka Alliance

By Barry Janoff

July 8, 2022: MLB has a new partner and a new marketing category, signing a multi-year deal that names Distill Brands its first “official vodka” in the U.S. and Canada.

Financial terms were not revealed.

The inaugural category partnership gives Distill Brands marketing and activation rights including such jewel events as MLB All-Star Week and the World Series presented by Capital One.

"With their breadth of creativity and experience in the industry, DBI is a great addition to the MLB lineup of official sponsors," Noah Garden, MLB chief revenue officer, said via the league.

“We look forward to working together over the coming years.”

The alliance is part of MLB’s plan to expand current and develop new marketing platforms.

Earlier this year, the league added Corona in the beer category that also includes long-time partner Anheuser-Busch.

Distill Brands said it would promote its full assortment of Super Premium and Premium Vodka for consumers 21-and-older with integrateds branding across MLB's broadcast and digital platforms including MLB Network and MLB.com.

Marketing being created will come with a “Drink Responsibly” message.

Distill Brands — based in Santa Monica, Calif. and Ontario, Canada — said it would begin selling products at retail locations in California, Florida and New York that will include MLB promotional displays during Q1 2023.

The company will also bring to market vodka beverages with “unique baseball branding (and) continue expanding retail opportunities throughout North America in restaurants and storefronts as promotion of the MLB partnership grows.”

Products include a limited-edition 750ml Vodka Glass Collector Baseball Bat, ready-to-drink vodka cocktails and vodka-based adult popsicles.

"We are extremely proud to partner with MLB, the most historic sports league in North America,” Paul Neelin, founder and CEO of Distill Brands, said via the company.
 
“We look forward to bringing MLB fans and DBI customers together in celebration of the great game of baseball.”

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