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Spirits Network platform connects drinkers, producers and retailers

Media company NBTV Channels has launched the Spirits Network, a new spirits-focused platform featuring original video content and connecting drinks fans with retailers.

Spirits Network combines original content, spirits retail and a new social media platform

The new platform will allow drinkers to “discover, buy, taste” through its combination of original content and a curated product selection across different spirits categories.

NBTV chairman and CEO, and Spirits Network co-founder Nick Buzzell, said: “We’re creating a new kind of network without interruptive commercials that bring product experiences directly to consumers.

“For example, we’re working with Diageo, a global leader in beverage alcohol with an outstanding collection of brands across spirits and beer, to tell stories, like how Don Julio Gonzalez (of Tequila Don Julio) made Tequila for his friends, as well as the brand he created.

“These are entertaining stories first and, at the same time, a celebration of premium spirits and the community that enjoys them.”

Spirits Network will feature original video content such as whisky tastings and documentaries, as well as options to purchase rare and exclusive products through ‘quick buy’ services and monthly spirits box subscriptions.

The platform also boasts a “new kind of social network”, which will connect spirits enthusiasts with the personalities and experts behind their favourite brands.

Devin Nagy, director of technology and emerging platforms at Diageo North America, said: “The Spirits Network is an exciting new technology venture we’re piloting this year that is designed to bridge the gap between content and commerce.

“Our brands have such great stories to tell and we’re committed to exploring new ways that we can deliver content and experiences that are shoppable.

“This new platform will allow us to leverage the rise in popularity with OTT (over the top) platforms to learn about this change in content consumption habits amongst consumers.”

Consumers can sign up to the Spirits Network by creating an online account, which will curate a personalised content and shopping experience.

At launch, Spirits Network features three levels of membership starting at US$9.99. The Spirits Box membership will initially launch in New York at US$99 and US$149 per month, including 750ml bottles of liquor, glasses, bar tools and accessories.

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