Flaviar, the world’s largest spirits club, has officially set the Guinness World Records title for the largest livestream toast, uniting its members and spirits lovers across the world as they raised a glass to get in the history books.

In more normal times, Flaviar hosts its largest gathering of the year – Craft Spirits Celebration – in New York – which is an evening of tasting, exploration, entertainment and camaraderie. Instead this year, Flaviar hosted a series of virtual events and tastings culminating in the Biggest Virtual Toast – a Guinness World Record Attempt which they smashed.

Flaviar secured over twice the amount of people needed for the record, with 3,594 officially recorded as tuning in to toast together in a stream that attracted over 8,000 views, 1,000 likes, and a staggering 11,391 comments.

The Guinness World Records Official Adjudicator & Spokesperson who attended the event , Michael Empric, was careful to ensure three key rules were adhered for the attempt to make the record books: 1. The livestream was related to toasting, 2. It lasted at least 10 minutes, and 3. The final total counted was the peak number of concurrent viewers (for a minimum of 10 minutes) of the live stream.

Flaviar’s Guinness World Record-setting toast was hosted by Spirits writer, Brad Japhe, and special guests included the Spirit of Dean Martin, Garrett Oliver (the founder & president of the Michael Jackson Foundation), Chad & Sara Perkins (from It’s Bourbon Night).

Grisa Soba, co-founder of Flaviar comments: “We did it! Together with our members we made history last night – just by raising a glass. It’s tough right now when you can’t get together with those you want to, and tonight we managed to meet online and hang out like it’s 2019 and get into the Guinness World Record Books.

Pernod Ricard North America, in collaboration with Safe Night LLC and the Greenwich Village Chelsea Chamber of Commerce, is working with local communities to create safer nightlife environments.

Starting in Greenwich Village, New York City, the initiative is designed to promote responsible alcohol consumption, reduce harm, and create safer nightlife environments across the U.S. and Canada.

Prioritising the well-being of patrons, hospitality professionals and community members, the initiative builds on the success of the Good Neighbor Initiative pilot program launched in Dallas in 2021.

‘ Good Nights Are Safe Nights’ provides bars, restaurants, and hospitality professionals with training, resources, and voluntary accreditation for responsible nightlife operations. It aims to enhance safety within local communities by merging data-driven strategies and operational analysis, applying prevention and enforcement strategies, and fostering relationships between hospitality professionals, local law enforcement and community stakeholders.

“We’re not just nurturing responsible brands,” explains Pierre Joncourt, SVP of Operations for Pernod Ricard North America, “but also fostering a culture of safety and respect within the hospitality industry. With this initiative, we’re making significant strides towards creating safer nightlife environments, instilling a sense of security and conviviality for all.”

Participating venues can also earn accreditation, such as the “Village Safe Spot” certification from the Greenwich Village Chelsea Chamber of Commerce, enhancing their reputation for safety and responsibility in the nightlife industry.

“We are proud to launch the Village Safe Spot, a critical harm reduction model designed to ensure that nightlife in Greenwich Village is safe and inclusive for everyone,” explained Jesse Gericke, Executive Director of the Greenwich Village Chelsea Chamber of Commerce.

“By partnering with local bars, restaurants and clubs, we’re creating designated safe spaces where nightlife establishments can address nightlife issues before they become a bigger problem. We aim to foster a nightlife culture where safety, respect, and community are at the forefront.”

For more information on ‘Good Nights Are Safe Nights’ and how to bring the initiative to your city, please visit goodnightsaresafenights.com.

Global Cognac brand Hennessy and basketball legend LeBron James have teamed up to unveil a V.S. bottle, ‘Hennessy Limited Edition by LeBron James’.

Available globally from September 30th, the collaboration brings an unexpected twist for fans and the industry alike. The expression features a fresh, vibrant, and distinctive design that nods to James’ impact on and off the court.

“As an admirer of Hennessy and its iconic brand, I’ve always appreciated its commitment to basketball and how it celebrates the sport’s influence on and off the court,” explained James.

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“I was fortunate enough to visit the Maison in Cognac a while back, and seeing the care and craftsmanship that go into creating each bottle was pretty incredible. This collaboration represents a shared sense of dedication and discovery coming to life for everyone to enjoy.”

While the blend will remain the same and delivers on the bold yet smooth character that has made Hennessy V.S. one of the most popular cognacs in the world, the packaging showcases an illustrative portrait of James in purple and orange.

The iconic Hennessy Bras Armé is reimagined, sporting a sleeve as a tribute to James and intertwined with his trademark crown.

“We are elated to officially welcome LeBron James to the Hennessy family after many years of mutual admiration and friendship,” said Antoine Varlet, Senior Vice President, Hennessy U.S.

“LeBron is not just a basketball star, but someone who redefines boundaries in sport, style, culture and beyond. This partnership is more than just a collaboration; it’s a statement about what’s possible when two cultural icons come together.”

For more information, go to hennessy.com or follow @HennessyUS on Instagram.

Global Tequila brand Cuervo unveils Devil’s Reserve, a brand-new tequila infused with a devilishly delicious, sweet heat.

As the story goes, the Devil was bored and wanted a party in hell, so he sought out those famous for fun. No one knows a good time better than Cuervo, so it was obvious that the Devil would come knocking with a simple request–for all the Cuervo tequila produced, the Devil gets his fair share. And thus, Devil’s Reserve was born!

Cuervo went to hell and back and picked up a devilishly sweet heat along the way. Smooth, delicious, and featuring a lower ABV, Devil’s Reserve is the perfect new spirit for those mischievous nights out, whether pouring a round of chilled shots or whipping up some devilishly delicious cocktails.

For those wanting flavour-forward adventure in their drinks, seeking out spicy and sweet to bring their tequila drinking experience to the next level, Devil’s Reserve is here to answer their call.

“Devil’s Reserve unleashes an entirely new taste upon the world of tequila, bringing the Devil’s mischievous spirit to life for those craving unforgettable nights of adventure with the perfect drink in hand,” said Lander Otegui, Senior Vice President of Marketing for Proximo Spirits.

“Cuervo has an epic legacy in creating centuries of good times across 10 generations, and no one knows how to raise a little hell as much as we do. The Devil is in the details.”

Devil’s Reserve presents clear with a fiery, light yellow hue, with a sweet heat taste and finish that teases the senses. The bottle design looks as good as Devil’s Reserve tastes, boasting a vibrant and unique label inspired by Mexican folk art, including loteria cards, traditional Mexican illustrations and the fantastical Alebrije art styles.

For mroe infomation, got to devilsreserve.com or follow Devil’s Reserve on Instagram at @DevilsReserve.

Global Amaro brand (and bartender’s handshake) Fernet Branca has announced the release of its Limited Edition bottle, The Record Label.

This collector’s bottle is the first of its kind, and it invites Fernet loyalists to unlock never-before-seen content inspired by the world of music and mischief, pillars deeply rooted in the brand.

Designed by the Brooklyn-based creative collective Madwell, The Record Label bottle, fitted with AR capabilities, unlocks the surreal world of ‘FernetworkTV’- a non-stop broadcast and hub featuring existing content along with new, never-before-seen music-inspired additions starring the famous brand mascot, Fernando.

“For our first-ever limited edition offering in the U.S. market, we wanted to create something that goes beyond the traditional experience, as we typically seek out the bold and unexpected at Fernet-Branca,” said Edoardo Branca, the sixth-generation family member who is leading the charge in the U.S market.

“The Record Label celebrates the fusion of two passions—great taste and great music—while connecting our fans to the heart of the Fernet community in a fun, interactive way,” he continued.

Earlier this month, Fernet-Branca concluded its five-month-long Secret Handshake Tour, an interactive bar crawl that brought music and fun to fan-favourites across the U.S. neighbourhood ba. This release of The Record Label marks the grand finale of the tour, keeping the celebration alive and creating another avenue for front-row seats to the brand.

Additionally, limited edition bundles are available, featuring exclusive unreleased apparel, posters, and more. The brand also partnered with sought-after tattoo artists nationwide for the Bottle & Tattoo bundle, which includes a voucher for a bespoke Fernet tattoo that proudly and permanently declares their love for the liqueur.

For more information, go to fernetbranca.com or follow on Instagram @fernetbranca.

Irish Cream Liqueur brand Baileys has joined forces with American fashion label 3.1 Phillip Lim to take New York Fashion Week by storm with the release of the limited-edition 3.1 Phillip Lim x Baileys Mini Market Tote.

Custom-made to fit three Baileys Minis so you can make every night out even sweeter, the Market Tote is the only item from 3.1 Phillip Lim that can be purchased immediately, off the runway, as a limited-edition collectable.

“As we celebrate the 20th anniversary of 3.1 Phillip Lim, I am thrilled to partner with Baileys on something that we’ve never done before,” says Phillip Lim, Creative Director and Co-Founder, 3.1 Phillip Lim. “Joy is our purpose with this season’s Spring runway show, this anniversary moment and a common thread of our long history with Baileys.

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“This limited-edition Market Tote signifies my desire to bring people together to connect, experience joy and share in life’s beautiful pleasures,” Lim continued. “We’re excited to give our global community a chance to carry this intention with them every day and just have fun with it!”

Baileys Minis Original Irish Cream Liqueur is the perfectly petite, on-the-go treat for whatever the night’s stylish adventures hold and tones perfectly with the leather fringe detail of the 3.1 Phillip Lim x Baileys Mini Market Tote.

Evoking feelings of dancing on a night open to endless possibilities, the tote is adorned in beige pebbled leather with black dome stud details on the fringe that seamlessly take the tote from day to night. Custom interior pockets perfectly fit three Baileys Minis (100ml each) that allow you to share the sweet and creamy taste of Baileys Original Irish Cream Liqueur with a close friend.

“Baileys and 3.1 Phillip Lim have a mutual appreciation for celebrating life’s most joyful moments, and we are incredibly excited to offer a unique piece that allows people to share in those moments with us,” says Whitney Mullen, Director of Baileys and Liqueurs, DIAGEO North America.

“A Baileys cocktail is like an everyday accessory that can be paired, styled and flaunted to add a little indulgence to any experience, and now this exclusive tote allows you to bring your favourite treat on-the-go with you.”

For more information, go to 31philliplim.com