TORONTO: Diamond Estates, a regional wine and spirits distributor has hired Toronto-based Word Of Mouth PR to manage public relations the Ontario launch for Hpnotiq.
Hpnotiq, a spirit made of triple-distilled premium vodka, fruit juices and Cognac made by Kentucky-based Heaven Hill Distilleries, has already experienced marketing and PR success in the US. The spirit has been featured at the Oscars, Grammys, at the New York and the Los Angeles Fashion Week and the Country Music Awards. Word of Mouth plans to build upon the success from the US by including pictures of celebrities holding the bottle in their press kit.
"Within different communities, a number of celebrities have been seen with Hpnotiq," Word of Mouth president Seth Feller said. "It's been featured in over 14 music videos."
Word of Mouth will use three of its five employees on the account, which will begin locally with Feller leading the effort. He did not disclose the amount.
In the US, Heaven Hill handles PR in-house, led by director of corporate communications Larry Kass, and externally, through The Ward Group.
"There's a challenge [bringing it to Canada], but since we're also media-based culture, there are a lot of opportunities," Feller said.
The initial approach is to educate industry trade, consumer, upscale lifestyle, and fashion publications.
Hpnotiq has already won an "Elsie" award, which recognizes the best new distilled spirits product launch in the Canadian province of Ontario.