The Tempting World of Route 66

Brazil is the 9th largest market for licensed products in the world with retail sales of US $3.8 billion USD a year and still presents many opportunities for licensing because of the large Brazilian consumer market of 210 million inhabitants.

Tempting Brands together with Ispartner, The ROUTE 66 representative in Brazil, has great news for the brand with the launch of new lines of apparel, footwear and men’s care products).

For apparel and shoes, the first ROUTE 66 collection has about 120 SKUs consisting of t-shirts, shorts, polo shirts, boots and sneakers. The products will be available in major e-commerce websites and

Luciana Vitorino

major magazine chains. Specialised boutiques will also sell the ROUTE 66 new line starting in March.

To explore the personal care market, where Brazil is the 2nd largest market in the world, ROUTE 66 is launching its Men’s Care line, as a complete line for hair, beard and also air fresheners that will be distributed online and also in the main barber shops, drugstores and cosmetic distributors.

Luciana Vitorino, Managing Director Ispartner commented, “Tempting Brands has been a great partner in this whole process and

has given us excellent support with great agility in product approval (always up to 24 hours), with the best style guide on the market with many options and also with great commercial flexibility that allows us to negotiate with any market. From small entrepreneurs to large retail chains in the DTR (Direct to Retail) model, the brand ROUTE 66 is a great brand to represent.”

‘“Finding the right partner to represent our brands has always been our main strategy to expand our distribution in various countries. We are very delighted to work with Ispartner who has proven to act fast, even in such terrible Covid times. They selected the best companies to represent ROUTE 66 in Brazil. The products with the ROUTE 66 designs look amazing with great appeal for consumers,”continued Lidia Furnica, Licensing Director at Tempting Brands.

Established in 2008, Tempting Brands offers brands for men – ROUTE 66 and Pierre de Coubertin and for women - MarieAntoinette and for children - Hi Puppy. This year the company will launch a new brand, IMPALA which will offer licensees the opportunity to license the brand and use the 200 artworks specially designed for sports clothing and accessories.

ROUTE 66 WINE BY TONY MOORE

On a different note, Italian Winery, Torti L’Eleganza del Vino and British musician Tony Moore have been collaborating over the last 12 Months and are now launching a brand new wine label under the name Route 66 Wine By Tony Moore, with a percentage from each bottle sold going to The Blues Foundation.

Featuring unique labels designed by Tony and an exclusive license to use the ROUTE 66 brand, the wines bring something different and original to the marketplace. The collaboration between Tony and the Torti Family was born through a mutual love of music and desire to embody the “Rock and Roll” spirit of freedom in all they do. With that sentiment in mind, they have now signed an agreement to make a donation from all the wines sold to The Blues Foundation. The Memphis based Blues Foundation preserves blues heritage, celebrates blues recording and performance, expands worldwide awareness of the blues, and ensures the future of the uniquely American art form.

Tony says, “I am very proud to partner with the Torti family in support of The Blues Foundation and be able to create this selection of amazing wines with labels that carry my name. Music has been so important in my life and the chance to now help this great organization with sales of “ROUTE 66” is very exciting.”

At the recent Milano Wine Week, ROUTE 66 by Tony Moore was announced to the world with a unique tasting that also included live performances from Tony in between each wine presentation and tasting.

Tony Moore is an award winning singer/songwriter and musician who has had a long and eclectic career in the music business. He has played in many bands including Cutting Crew (I Just Died In Your Arms Tonight), had solo success, toured the world countless times and continues to make and release music as well as help emerging artists develop their careers.

The Torti Winery is a family run business with a proud 111 year history since 1910. It's been run by generations of the same family throughout. Current owner Dino Torti’s Father and Grandfather have previously held ownership of this prestigious Italian wine production company, and, through Dino, the legacy continues.