Absolut targets Hispanics in new effort

MIAMI: Absolut vodka has launched a new Hispanic-focused PR campaign with initial efforts focused on Miami.

MIAMI: Absolut vodka has launched a new Hispanic-focused PR campaign with initial efforts focused on Miami.

Called Absolut Ritmos ("ritmos" is Spanish for rhythm), the effort will include events involving Latin music performances.

The campaign will move from Miami to New York before other markets are decided upon for fall activity. CCom Group in Miami is handling the effort.

"The Hispanic population consumes vodka at almost the same rate as rum," noted Emily Bosco, event manager for Absolut Spirits in New York. "Hispanic consumers are also loyal to quality brands. They've been a good base for us, and we want to grow that base of consumers."

PR activities will be aimed at consumers, retailers, and establishments that sell Absolut.

CCom has already held one event in Miami for bartenders. Called Absolut Akademi, it featured a menu composed of items made with Absolut vodka.

Attendees were instructed in how to create the drinks.

That was followed by the first Absolut Ritmos concert, with key Absolut clients invited to attend. "We want to build relationships with our consumers and our trade," said Bosco.

CCom has been reaching out to Spanish-language media as well as English-language outlets popular with Hispanics. It's producing all media information in Spanish and English.

"The idea is to hit the markets very strong, and not just for a two- or three-month presence," said Luis Gonzales, president of the Miami agency.

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