Canned wine start-up Bev has welcomed actor Halle Berry as an investor as the US company prepares a marketing push for limited addition Bev Pride.
The brand owner, founded five years ago by Alix Peabody, has put Berry to work straight away in an ad as part of the campaign for the carbonated Sauvignon Blanc varietal. Berry, whose investment was not detailed in this week’s announcement, appears with Social Media personalities ‘The Old Gays’ in the spot, which will run online, backed by out-of-home advertising in markets including Venice in California, Miami in Florida and New York’s West Village.
Bev Pride, which has an ABV of 5%, will be available for a limited period both online and to off-premise outlets across the country, retailing at a recommended US$14.99 per four-pack of 250ml cans. Ten per cent of the extension’s sales will be donated to LGBTQ+ NGO ‘wayOUT’.
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