McBride & Sinatra—Brand Ambassadors?

At I write of two interesting developments in the booze world: Brown-Forman is selling of Southern Comfort to Sazerac and the $379 bottles of Jack Daniel’s Sinatra Century have sold out. SoCo brought in Danny McBride to endorse the brand, but sales of this liqueur continue to sag. Will Sazerac keep on Kenny Powers? Meanwhile, you can’t land a better endorsement than the Chairman of the Board, who literally took Jack Daniel’s to his grave.

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