Green River Distilling Urges People to ‘Raise Your Spirits’
Green River Distilling Co., the 10th oldest licensed distillery in Kentucky, unveiled its first modern brand advertising campaign in over 100 years celebrating its steadfast, enduring history with a tongue-in-cheek nod to the past. The national campaign will be rolled out across streaming TV, digital video, social and out-of-home. At the center of the “Raise Your Spirits” campaign is an uncanny spokesperson: G.R., the Ghost of Green River. This spectral ambassador leads the platform with a mission to bring simplicity to a complicated world, embodying the distillery’s deep-rooted heritage and commitment to quality while appealing to modern bourbon enthusiasts with a dash of humor and a splash of the supernatural.
“Green River’s legacy is not just about our storied past, it’s about the spirited persistence that drives us forward,” said Pete Marino, President of Bardstown Bourbon and Green River Distilling Co. “Our industry faces new obstacles and challenges, but we’re leaning into our strong brand and products and investing in accelerating Green River’s growth. The ‘Raise Your Spirits’ brand campaign will help us do that by bringing our distillery’s premium whiskey, timeless heritage, and of course, G.R. the Ghost of Green River, to a national audience.”
The new creative, conceived by Forsman & Bodenfors, launches through an integrated marketing campaign that will reach +10 million consumers nationwide including a paid partnership with Colin Cowherd, the popular sports host and digital personality behind “The Herd with Colin Cowherd,” and digital advertisements with Major League Baseball. The advertisements, will run in :30 and :15 spots. The targeted, high-impact thru-the-line rollout also includes point of sale for on- and off-premise and multi-platform social media, bringing Green River’s spirit to a broad audience across channels.
The brand’s first advertising campaign in more than 100 years is centered around the charismatic ghost G.R. who brings a century’s worth of whiskey wisdom to today’s Green River employees, championing simplicity in an overcomplicated world. G.R.’s presence in the campaign is more than just a gimmick; it’s a clever nod to the distillery’s legacy as the “everything-you-need, nothing-you-don’t bourbon.” As a ghost who has lived through so much of whiskey’s history, G.R. brings a wealth of knowledge and opinions to the table. His commitment to the craft and his playful demeanor keeps Green River employees on their toes, even eliciting the occasional eye roll, making him the perfect guide for both bourbon novices and connoisseurs alike.
With a rich history dating back to 1885, Green River Whiskey has overcome prohibition and natural disasters, was once the most advertised whiskey in the world, won Best of Show at the 1900 Paris World’s Fair Exposition and named the official (medicinal) whiskey of the U.S. Marine Hospital for 18 years due to its exceptional quality. Revived in 2022, Green River is now a part of Bardstown Bourbon Company, and is rapidly expanding, poised for distribution in 45 states this year with a range of expressions offering quality and value straight from the Kentucky Bourbon TrailTM.
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Lakeview Farms, noosa Holdings Form New Company, Novus Foods
Lakeview Farms, a portfolio company of CapVest Partners LLP has announced the successful completion of its merger with noosa Holdings, Inc. The combined businesses will operate as a new company, Novus Foods, a name that reflects the company’s vision to become the leading consumer packaged goods company for the refrigerated perimeter of the grocery store.
The merger, first announced on Nov. 12, was finalized following the receipt of all necessary regulatory approvals and customary closing conditions. noosa yoghurt will operate as a stand-alone division of Novus Foods.
“We are thrilled to join the noosa yoghurt business with Lakeview Farms as we create Novus Foods,” said Tom Davis, CEO of Lakeview Farms. “This represents a huge opportunity for both businesses to leverage their strengths and innovate within the growing yogurt category and beyond. Novus Foods will embody the companies’ combined expertise and passion for delivering high-quality, innovative fresh foods to consumers.”
Novus Foods is well-positioned to drive category growth and retail success. The company’s products are available at major retailers including Walmart, Kroger, Albertson’s, Publix and more. The rebrand to Novus Foods will be completed in the second half of 2025.
noosa is known for its premium whole-milk, Australian-style, high-quality yoghurt products, celebrated for their rich, creamy texture and unique flavors. The merger includes noosa’s outstanding portfolio of products, a talented team with deep yogurt expertise, and a state-of-the-art production facility in Bellvue, Colorado. Approximately 240 current noosa team members have joined Novus Foods as a result of the merger.
“We are excited to join Lakeview Farms, a company that shares our deep commitment to quality and a passion for the refrigerated snacking space,” said Paula Benedetto, noosa SVP / General Manager. “Together as Novus Foods, we have a stronger platform to continue growing and delivering exceptional products to our customers and consumers.”
Citi, Truist, and TD Securities served as joint lead arrangers in the financing for the merger. Citi acted as lead financial advisor to Lakeview Farms, with Truist and TD Securities also advising the company. The terms of the merger were not disclosed.
Novus Foods brings together Lakeview Farms and noosa Holdings, Inc. under a single, bold identity, aiming to become the leading consumer packaged goods company for the refrigerated perimeter of the grocery store. Novus Foods is committed to delivering high-quality, innovative fresh foods that delight consumers. The company leverages noosa’s expertise in premium whole-milk, Australian-style yoghurt alongside Lakeview Farms’ diverse portfolio of refrigerated desserts, dips, salsa, hummus and specialty products. The combined product offerings include popular brands such as Fresh Cravings, La Mexicana, Señor Rico and Salads of the Sea.
noosa yoghurt is the maker of delicious, smooth, and creamy yoghurt – made with the finest ingredients, such as whole milk, real fruit, and wildflower honey. noosa’s full product line includes yoghurts in a variety of flavors and sizes. All of noosa’s full-on tasty yoghurts begin with the freshest whole milk. For more information, please visit www.noosayoghurt.com or follow on Instagram @noosayoghurt and Facebook @noosayoghurt.
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Carbone Adds 5 Pasta Sauces to Its Line
Carbone Fine Food
Following a record-breaking 2024 with over 18 million jars sold, Carbone Fine Food has announced the addition of five pasta sauce flavors: Sweet Pepper & Onion, Mediterranean Marinara, Black Truffle Alfredo, Mac & Cheese Alfredo and Lemon Pepper Alfredo. The new releases are the latest creations by acclaimed chefs Mario Carbone and Rich Torrisi as they continue to reinterpret classic Italian-American cuisine through a contemporary culinary lens. The new flavors expand the Carbone sauce portfolio to seventeen flavors.
“Carbone is young, modern-chef driven, and in the zeitgeist,” said CEO Eric Skae. “Our new flavor creations are bold, authentic and uniquely delicious. They reinforce our position as a category innovation driver and the fastest-growing sauce in the nation.”
Crafted with the same care and premium ingredients used in their renowned restaurants, these sauces bring inventive chef-quality dishes to life at home.
- Sweet Pepper & Onion combines the caramelized flavor of roasted peppers and sauteed onions with the sweetness of 100% Italian tomatoes and rosemary.
- Mediterranean Marinara introduces flavors of Southern Italy by bringing together a savory medley of black olives and capers with 100% Italian tomatoes, garlic and fresh herbs.
- Black Truffle Alfredo is a rich and creamy blend of Parmesan and Romano Cheeses with Black Truffles.
- Mac & Cheese Alfredo offers a rich blend of aged white cheddar cheese, cream, butter, and spices.
- Lemon Pepper Alfredo combines a creamy blend of Parmesan and Romano cheeses complemented with the perfect balance of cracked black pepper and fresh lemon.
“As always, we’re focused on making it easy for people to enjoy incredible meals at home,” said chef Mario Carbone. “These five new sauces make good on our promise to bring bold, exciting flavors to the table with the same quality and care that’s at the heart of everything we do.”
All five flavors are available nationwide at Whole Foods Market and will roll out at additional retailers in the coming months. Consumers can purchase all Carbone Fine Food products online nationally at both Amazon and https://carbonefinefood.com/.
For more information, visit https://carbonefinefood.com/ or follow on Instagram and TikTok at @carbonefinefood.
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