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W J Deutsch to form JV with adult beverage maker

DBR Staff Writer Published 18 July 2011

W.J. Deutsch & Sons (Deutsch), an importer and distributor of wine products in the US, and Adult Beverage Company (ABC), maker of the Adult Chocolate Milk, have plans to form a joint venture and become equity partners in the new entity, Adult Beverage Co.

The new JV will aim at driving sales and marketing for Adult Chocolate Milk. The 40-proof beverage, which features the flavors of cream and chocolate, is a blend of premium ingredients made with vodka.

Adult Beverage Company co-founder Nikki Halbur said Deutsch has the resources and industry credibility to help drive the products through the 3-tier system and achieve nationwide availability.

W J Deutsch & Sons CEO Peter Deutsch said the company will help ABC take the product to new heights and work with it to offer other flavors to a much larger audience.

According to Deutsch, Adult Chocolate Milk, with its universal appeal, will be a complement to its spirit portfolio, which includes Landy Cognac, Luksusowa Vodka, The Original MOONSHINE and Villa Massa.

Earlier, the wine and spirits marketer announced the formation of a spirits division, to parlay its recognized brand building expertise.

Adult Beverage Company co-founder Tracy Reinhardt said both the companies together will grow the new Adult Beverage Company to become a market leader in bringing innovative, quality products to consumers supported by creative non-traditional marketing.

Adult Chocolate Milk is available in 750ml and 1 L for $18.99 and $23.99 respectively.