Ron Burgundy, the mustachioed, Scotch-swilling, jazz-flute-playing
1970s newsman played by Will Ferrell in Anchorman: The Legend of Ron
Burgundy, is making the rounds to promote the Dec. 18 release of
Anchorman 2: The Legend Continues. Beyond getting the chance to enjoy
Burgundy witticisms in ads for the Dodge Durango and in guest
appearances on ESPN, Anchorman fans also can “stay classy” by drinking Great Odin’s Raven, a Burgundy-themed Scotch made by New York-based wine and spirits marketer and importer Riviera Imports.
“Ron Burgundy had such an unbelievable following that we thought it might not only be fun, but really successful,” says Ed Caan, CEO of Riviera Imports. “I wanted to create a real whiskey that would satisfy the needs of Paramount [the movie's studio], but also make a product that will have some longevity as opposed to being a collectible. It had to have all of the trappings of legitimate whiskey. It had to be high-quality. We wanted to reach the millions of Ron Burgundy disciples out there and get them to actually taste it and like it and become a [fan of the] whiskey, even if they weren’t Scotch drinkers to start with.
Six thousand cases of the Scotch have been sold since its launch on Nov. 25, according to Caan, and it was served along with Ben & Jerry’s Burgundy-themed ice cream flavor, Scotchy Scotch Scotch, at the movie’s premiere on Dec. 15. The Scotch currently is available in 20 markets in the United States and will be available nationally by February.
“Anybody under the age of 50 knows who Ron Burgundy is. The movie has such a cult following. This thing went viral, and the demand has been insane,” Caan says. “We’ve had 300 million media impressions, about 10 or 20 million a day, and we’re getting calls from a lot of retailers and distributors across the country. Early indications are that it probably will be our most popular product.”
For more on Ben & Jerry’s Scotchy Scotch Scotch, check out the Dec. 19 edition of Marketing News Exclusives.