Barton Brands, a unit of Constellation Brands, has forged a joint venture called Planet 10 with Chicago-based jstar Brands to develop and market luxury spirits. Effen, a Dutch vodka now being rolled out nationwide, is its first offering.

"(jstar) knows the on-premise business, they know the brands and products and how to develop them," Barton spokesman Bill Ligas told just-drinks.

"We're partnering with them to help make Effen a national brand by leveraging our sales and distribution network."

jstar is expected to add new brands to the list, although Ligas declined to say what might be next or how much the companies are investing.