Friends Fun Wine, FIFCO USA announce partnership

Wine company enters FIFCO USA’s wholesaler network

Miami-based Friends Fun Wine and FIFCO USA, Rochester, N.Y., announced their intent to enter into a strategic marketing and distribution agreement. The partnership allows the Friends Fun Wine brand to expand across the U.S. market. Friends Fun Wine features a collection of Fun Wine drinks with a 5.5 percent alcohol by volume (ABV) and 71-94 calories in each 4.2-ounce serving, and a slight effervesce.

"Friends Fun Wine has carved out an enviable position for itself in the alcohol beverage space — with a global brand that lives at the intersection of fashion, music and art," said Joe Peleg, founder and chief executive officer of Friends Fun Wine, in a statement. “We have built a global brand outside of the U.S., with great success, and now it is time to turn our attention to the states. We feel strongly that having the right partner will amplify our current business success, and drive our business and brand forward to further energize this exciting category. We are thrilled to join the FIFCO USA family, where I have every confidence that we will grow and flourish while also enabling FIFCO to penetrate new lines of business that will add value to its business and customer relationships."

Josh Halpern, chief sales officer for FIFCO USA added: "Friends Fun Wine fills an industry gap. There is a category of consumers looking for approachable and innovative drink options that deliver great flavor and variety. This product tastes great, comes in at 5.5 percent ABV, and has less calories per serving than some of the ultra-light beer and seltzer products on the market right now. With eye-catching packaging and strong consumer benefits, Friends Fun Wine will help drive our wholesalers' business, and increase in-store traffic to the beverage alcohol space."

In 2018, Friends Fun Wine released unique, highly artistic 750-ml bottle designs created especially for Friends Fun Wine by internationally recognized POP and Graffiti artist Miguel Paredes. "The introduction of our 750-ml glass bottles has had a seismic impact in the wine space," said Scott Morris, senior vice president of marketing and communications for Friends Fun Wine. "Our retail and c-store partners have been clamoring for the new bottles and they tell us that our product has created a buzz in the industry."

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