Diageo subsidiary UDV, the UK’s largest wines and spirits business,
has appointed Lexis PR on a six-figure fee to handle PR for its Smirnoff
Black label. The label was previously the responsibility of the UDV
in-house team. PR for Smirnoff Blue is still handled in-house, while
Mark Borkowski Press and PR was appointed to handle PR Smirnoff Red in
June (PR Week, 25 June). The Smirnoff Black campaign will position the
brand with its core audience of ABC1s, aged 25 to 40.