The "Anchorman" movie marketing hype machine will soon be charging into liquor stores.
Booze marketer Riviera Imports is releasing a new Ron Burgundy-branded Scotch called "Great Odin's Raven Special Reserve" to coincide with the upcoming release of "Anchorman 2: The Legend Continues," starring Will Ferell. The marketer in an online newsletter described the brand as "a great opportunity to sell a high-quality product and embrace a promotional wave spearheaded by one of the funniest characters to hit the big screen in decades." Orders from stores will be shipped with stand-up displays of Ron Burgundy, according to Riviera.
Riviera, whose portfolio includes brands such as Molly's Irish Cream and Pride & Clarke Vodka, did not immediately return requests for comment. Riviera is part of Manhasset, N.Y.-based MHW.
The Scotch brand, named for one of Mr. Burgundy's catch phrases, will sell for about $25 a bottle, according to Riviera. The company recently received label approval from the Alcohol and Tobacco Tax and Trade Bureau, according to a filing, which shows a label with an image of a raven above the phrase "Scotchy Scotch Scotch."
The booze would add to a growing list of product endorsements in advance of the Dec. 18 release of the movie sequel. The tie-ins include a new Ben & Jerry's butterscotch flavored ice cream called "Scotchy Scotch Scotch," Jockey underwear and a Ron Burgundy exhibit at the Newseum in Washington.
Will Ferrell has also been appearing in character for a new Dodge Durango campaign, while MillerCoors inked a deal to get retro Miller Lite cans placed in the movie.
The scotch brand was earlier reported by a European booze trade publication called The Drinks Business.