[ yellow tail ] pledges $100,000 to José Andrés World Central Kitchen’s Chefs for America

Deutsch Family Wine & Spirits and [ yellow tail ] have pledged to donate $100,000 to José Andrés World Central Kitchen’s (WCK) Chefs for America initiative, a pilot program putting restaurants back to work preparing fresh meals for those in need. Already, Chefs for America has delivered 3.1 million meals to frontline healthcare workers, families and seniors in vulnerable communities. This donation is in addition to the $500,000 [ yellow tail ] already pledged to donate to WCK this year to support wildfire relief efforts in Australia.

For more information on the latest updates of World Central Kitchen’s efforts, please click here.


Redemption Whiskey and Gray Whale Gin are launching a new “virtual bar” initiative to help bartenders amid the Covid-19 crisis

Shanken News Daily- April 9, 2020

Deutsch Family Wine & Spirits’ Redemption Whiskey and Gray Whale Gin are launching a new “virtual bar” initiative to help bartenders amid the Covid-19 crisis. Both brands are hiring out-of-work bartenders for virtual “shifts,” encouraging them to create and submit original cocktails with Redemption or Gray Whale. Hired bartenders will be paid $350 for their shift and be featured along with their cocktail on the brands’ social media pages. The program will run over the next 15 weeks with the plan to hire about 60 bartenders from across the country. More information can be found on the brands’ Instagram pages.



Josh Cellars and Joseph Carr Wines are pledging $100,000 to the Restaurant Workers’ Community Foundation

Josh Cellars and Joseph Carr Wines are pledging $100,000 to the Restaurant Workers’ Community Foundation to benefit the many workers who have been laid off in recent weeks and help struggling restaurants. As the founder of Josh Cellars, Joseph Carr got his start working in restaurants, first as a busboy and working his way up to wine steward and then sommelier. He has a special appreciation for all the chefs, servers and support staff who helped him along the way and became trusted friends.

“Adversity is something we all share along the way. But today is like no other, for this has landed on the door of all our friends and family. These are the people that helped me build this AMERICAN dream, called Josh Cellars. But know this; we will find a way to help and will be forever grateful.” – Joseph Carr


Yellow Tail Wine And Rachael Ray Announce Donations To Australia Bushfire Relief

Forbes- Mike DeSimone and Jeff Jenssen

Yellow Tail wine and Rachael Ray came together this week to announce $2 million in donations to Australian bushfire relief. Peter Deutsch, CEO of Deutsch Family Wine & Spirits, the U.S. importer of Yellow Tail wines, revealed the donations during an appearance on Ray’s show.

“I think we can all agree that it’s absolutely heartbreaking, the devastation in Australia because of the wildfires,” Ray said. “The fires have been burning for four months. They’ve killed two dozen people and over one billion animals, and that does not include insects and amphibians. Homes and habitats have been destroyed. And it will take years, maybe decades, and workers from all over the world to help Australia rebuild.“

“Yellow Tail wine is made by the Casella family in a small town in New South Wales, Australia and therefore the devastation caused by the bushfires is very close to our hearts,” said Deutsch during a visit to the Rachael Ray Show. “As an Australian brand, it is important for us to give back to a country that has done so much for us. Thankfully there has been no impact to the Yellow Tail winery or vineyards, but we want to help the people, animals and habitats that have been affected by this natural disaster.”

Yellow Tail pledged to donate $1 million dollars to help Australia recover from the wildfires. The donation will be split evenly between the WWF Australian Wildlife and Nature Recovery Fund to rebuild habitats and help recovering animals, and Jose Andres World Central Kitchen which has a team on the ground in Australia serving meals to first responders and families displaced by the wildfires.

Rachael Ray Foundation will be splitting its $1 million donation between three organizations: the World Wildlife Fund (WWF), José Andrés World Central Kitchen and the International Fund for Animal Welfare.

Yellow Tail and Ray join a high-profile group of people who have donated to recovery efforts, including Nicole Kidman and her husband Keith Urban, Leonardo DiCaprio, Kylie Jenner, Serena Williams, Celeste Barber, and the rock band Metallica.

Wildfires burning since September in the Australian states of New South Wales and Victoria have consumed approximately 16 million acres, an area that is double the size of Belgium. To put these fires into perspective they have destroyed eight times as much land as the 2018 fires in California. Countless homes and wildlife habitats have been destroyed. To date, 25 people have died due to the fires and over a billion animals have lost their lives.



Deutsch Family Wine & Spirits Announces Addition of Gray Whale Gin to Spirits Portfolio

STAMFORD, CT – October 15, 2019 – Deutsch Family Wine & Spirits is expanding its spirits portfolio with the addition of a super-premium American Gin. The company has entered into a 50/50 joint venture partnership on the Gray Whale Gin brand, with founders Jan and Marsh Mokhtari. The deal closed earlier this month.

Gin over $30 has been growing double digits for the past several years. Most recently, it grew +26% in 2018 and is nearly the same size as the American Rye Whiskey segment. 1 Gray Whale is currently available in California and Connecticut. The brand’s performance in California is strong, and Deutsch Family plans to launch it nationally in three waves, introducing Gray Whale to consumers in 17+ additional states over the next 12 months.

“As a family-owned company we are always looking to partner with other family brands that share our core values,” said Peter Deutsch, CEO, Deutsch Family Wine & Spirits. “Gray Whale has it all: founders who are passionate about the brand; a compelling and authentic brand story, exceptional liquid and a standout package. Marsh and Jan have created an excellent brand foundation for Gray Whale, we look forward to building on that and introducing the brand to new consumers.”

“Building a scaled spirits portfolio of craft and super-premium brands is a high strategic imperative for us,” said Tom Steffanci, President, Deutsch Family Wine & Spirits. “We believe there is significant opportunity to grow Gray Whale as we move to national distribution. Marsh and Jan have created a delicious product with highly differentiated positioning and packaging that consumers love and we are excited about partnering with them to scale it”.

The story of Gray Whale Gin began when founders Marsh Mokhtari and Jan Livingston-Mokhtari witnessed firsthand a Gray Whale and its calf on their 12,000-mile annual migration to the north. This incredible journey inspired the concept of a gin with botanicals sourced along the California coastline on that same migration path. These botanicals – juniper, limes, fir, kombu sea kelp, mint and almonds – create a unique and refreshing taste profile.

Gray Whale contributes 1% of annual sales to “1% for the Planet” supporting OCEANA, a nonprofit working to protect and restore the world’s oceans.

“We’ve always been humbled by California’s stunning beauty and this is what ultimately inspired us to craft a gin that celebrated and supported everything we love about the Golden State,” said Jan Livingston-Mokhtari. Marsh Mokhtari added, “We talked with a lot of companies and were immediately impressed by Deutsch Family, they have a drive for excellence, professionalism, good partnership, and integrity that is just at an elevated level. We felt an immediate chemistry with the team and we believe they have the experience and commercial expertise to help make Gray Whale one of the top Super Premium Gins in the world.”

The Mokhtaris will be active full-time partners in building the brand. Marsh is a TV host, producer and distiller. He has hosted various TV shows including Perilous Journeys on National Geographic and Extreme Chef on the Food Network. Jan is an award-winning creative director and has led brand building campaigns for some of the largest brands in the world at top global advertising agencies and movie studios.

Gray Whale has won numerous awards, including the prestigious WSWA Brand Battle Winner of 2018. It retails for $40. Current production is approximately 2,000 9L cases.

About Deutsch Family Wine & Spirits

Initially called W.J. Deutsch & Sons Ltd., the company was founded in 1981 by Chairman Bill Deutsch to market quality wines produced by prestigious families from major wine regions of the world. In 2009, it announced the expansion of the award-winning company to include a Spirits Portfolio. Today the company is renowned for its brand-building prowess and its ability to meet the needs of the modern consumer. Bill’s son Peter Deutsch is CEO; thus two generations of the Deutsch family work side by side in their continuous quest to build strong brands and relationships throughout the wine and spirits industry.

The portfolio includes award-winning wines from Australia: [ yellow tail ], [ yellow tail ] Bubbles, Peter Lehmann, Peter Lehmann Clancy’s; California: Bellacosa; Eppa SupraFruta Sangria, Girard Winery, Joseph Carr, Josh Cellars, Josh Cellars Reserve, Kunde Family Estate, Layer Cake; The Calling; France: Andre Lurton, Cave de Lugny, Fleurs de Prairie, Hob Nob Vineyards, Sauvion et Fils; Washington: Skyfall; Italy: Barone Fini, Villa Pozzi; New Zealand: The Crossings; Portugal: Quinta Do Vale Meao; Argentina: Clos de los Siete; Ruta 22; and award-winning spirits: Redemption Whiskey, Bib & Tucker Bourbon, Masterson’s Rye, Luksusowa Vodka and Gray Whale Gin.

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