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BARetc. "MAKES WAY" FOR SHELLBACK RUM WITH NATIONWIDE EVENTS IN BUFFALO WILD WINGS®

by BARetc. | Jul 16, 2014
Dallas-based experiential marketing agency BARetc. is teaming up with Shellback Rum, an award-winning brand from E. & J. Gallo Winery’s spirits portfolio, for a range of promotional events across the U.S. Shellback’s new Managed Bar Night (MBN) programs will engage millennials through informative brand ambassador interactions in Buffalo Wild Wings® restaurants, and other retail accounts nationwide.

FOR IMMEDIATE RELEASE

Media Contact
Breann DeCoste
214.788.1119
Breann@BARetc.com

BARetc. BWW Shellback MBN Promotion
BARetc.’s Shellback Brand Ambassadors Carina Carrasco and Julie Nguyen “Make Way” Engage Buffalo Wild Wings® customers in Plano, Texas.

Dallas-based experiential marketing agency BARetc. is teaming up with Shellback Rum, an award-winning brand from E. & J. Gallo Winery’s spirits portfolio, for a range of promotional events across the U.S.  Shellback’s new Managed Bar Night (MBN) programs will engage millennials through informative brand ambassador interactions in Buffalo Wild Wings® restaurants, and other retail accounts nationwide.

“We want to engage with consumers in authentic, high quality brand experiences.  That’s why we’ve teamed up with BARetc. to execute a summer program of unique, consumer-driven events in Buffalo Wild Wings accounts, and others nationwide,” says Erin Smith, Senior Associate Marketing Manager for Shellback Rum. “In Buffalo Wild Wings, Shellback Rum is being featured in two custom cocktails, and BARetc.’s team of Shellback Brand Ambassadors will encourage consumers to experience our award-winning rum by sharing the brand story in a memorable way.”

In addition to sampling custom cocktails, two-person brand ambassador teams will connect with consumers and bartenders through exciting P.O.S. displays and giveaways in certain states.  These include everything from branded bracelets and backpacks to stir sticks, napkins and coasters.

According to Emily Ryan, BARetc.’s National Program Director for E&J Gallo Spirits, the agency is well-prepared for the MBN program’s launch.

“We’ve put together great teams in California, Oregon, Washington, Arizona and even Hawaii.  They have extensive Shellback knowledge, excellent people skills, and are prepared to collect all of the data necessary for post-event recaps and reports.  They also look great – our uniforms feature high-waisted, six-button sailor shorts and custom ‘Make Way’ tanks!”

The Shellback MBN program launched on July 15, 2014, and calls consumers to “make way” and join the adventure.

Both Shellback Silver and Spiced Rums were created to salute those with the spirit of discovery.  They honor the proud tradition of Shellback sailors – those who have crossed the equator and are revered for their nautical prowess and courage.  Along with New Amsterdam Vodka and Camarena Tequila, Shellback Rum is part of E. & J. Gallo Winery’s spirits portfolio.

Shellback-Gallo-BWW-Press-Release-July-2014-BARetc

BARetc.’s Shellback Brand Ambassadors Larissa Miller and Tiffany de Marquez-Carles “Make Way” for Shellback Rum aboard the Inspiration Hornblower in San Diego.



BARetc.
Founded in 2010 and headquartered in Plano, Texas, BARetc. is a national, full-service experiential marketing agency specializing in beverage industry brand elevation and promotional events.  Its winning formula blends brand activation, consumer engagement and digital reinforcement to marry people to their favorite brands and generate real sales.  For additional information on BARetc. or our brands, please visit www.BARetc.com or follow us on Twitter, Facebook, LinkedIn and Instagram.

Shellback Rum
Available in 750 mL bottles, Shellback Rum is a relatively new brand in E&J Gallo Winery’s spirits portfolio. Shellback is partnered with Barbados-based West Indies Rum Distillery, where specially selected Caribbean sugargane is pressed into molasses, fermented into rum, aged and blended to create Shellback Silver.  Twelve additional spices from around the world are then added and barrel-aged to provide Shellback Spiced Rum’s distinctive taste.  Shellback rums are imported by Grand Antilles Cane Spirits of Modesto, California.

E&J Gallo Winery
Family-owned and spanning three generations, E. & J. Gallo Winery is the largest winery and one of the most highly acclaimed wine companies in the world.  It umbrellas a total of 60 brands, including table wines, sparkling wines, beverage products, dessert wines and distilled spirits.  Established in 1933 and headquartered in Modesto, California, E. & J. Gallo Winery also employs more than 5,000 people worldwide.  It is the largest exporter of California wine and its products are available in more than 90 countries.

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