Press Release: 

(Rochester, NY) – Seagram’s Escapes, building on its success as the #1 selling flavored malt beverage, will unveil a new brand image and introduce it through a multi-media national campaign. Beginning in mid-April, Seagram’s Escapes’ new tagline “Keep it Colorful” will come to life through advertising and social channels that inspire consumers to add a creative use of color to make any occasion more special. The brand campaign will include:

· Television ads. To unveil its new image and tagline, Seagram’s Escapes will debut national TV commercials for the first time in 20 years. The ads will begin airing in mid-April on Bravo, Food Network and E!. Get a sneak peek of one of the new Seagram’s Escapes ads: View TV spot

· Retail. Seagram’s Escapes will launch an innovative retail display, a first for the flavored malt beverage category, in grocery stores nationwide including Kroger and Publix. The display builds off the momentum created by the brand’s 10 bottles for $10 program that introduced a mix and match flavor approach to the FMB category.

· Social Media: Seagram’s Escapes will partner with top trendsetters, bloggers and influencers in the entertaining, fashion, beauty, home décor and DIY categories to develop monthly content. These ideas will focus on colorful seasonal trends, holidays and party themes and will be shared across all of brand’s social channels.

“The FMBs were once a sleepy giant with very little new news. Seagram’s Escapes re-introduced the relevancy of coolers and shook up the segment over the last few years with smart and exciting retail executions that reintroduced Seagram’s Escapes to consumers again and drove impulse purchase,” said Jennifer McCauley, brand manager for Seagram’s Escapes. “Our job now is to make them feel something more for the brand. Our new positioning and campaign, Keep It Colorful, elevates the brand in a more aspirational way and connects to the lifestyle of our consumer. Seagram’s Escapes offers both fun and flavor and also shows her more inspired ways to add color to her everyday occasions.”

In addition to the new campaign, shoppers also will find new flavors and packaging variety at retail.

· New Flavors. Two new on-trend flavors–Grape Fizz and Fruit Punch–hit store shelves this spring, bringing the total variety to 18 delicious flavors.

· Cans. A first for the brand, and in response to consumer demand, Seagram’s Escapes will offer three flavors in 16-ounce cans: Grape Fizz, Strawberry Daiquiri and top-selling flavor, Jamaican Me Happy.

“Our consumers love to try new flavors, and Grape Fizz and Fruit Punch are two classics that fit with our family,” said McCauley. “Seagram’s Escapes 16-ounce cans give them a convenient solution for outdoor gatherings when glass isn’t the best option. It’s a great package to broaden consumption opportunities as well as distribution.”