A-B and Sazerac Team Up for New Fireball and SoCo FMBs

Dear Client:  Anheuser-Busch is creeping further into the wine and spirits space, striking a "strategic partnership" with Sazerac Company to use its Fireball and Southern Comfort trademarks, sister publication Beer Business Daily has learned.  The partnership is 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 right portfolio to meet consumer needs," per A-B spokesperson. The Beyond Beer portfolio