A-B Strikes Partnership with Sazerac for New Fireball and SoCo FMBs

Dear Client: BBD has learned that Anheuser-Busch is striking a "strategic partnership" with indie whisky peddler Sazerac Company, who owns Fireball Cinnamon Whisky. (Mind-bogglingly, Fireball is the fourth-largest spirits brand -- and yet, it's up around 19% in value and volume the 52 weeks through August in IRI.)  It's all part of A-B's intent to accelerate growth in their Beyond Beer platform, "a key element of our long-term commercial strategy, and we are taking a comprehensive approach to building the