CHICAGO: Sovereign Brands has hired Cramer-Krasselt (C-K) to handle
PR for its new soy-based vodka product, 3 vodka.
C-K has already begun general and trade media relations for 3 vodka in
Florida and Illinois, the first two states where the product is
The agency expects to launch a national PR campaign early next year,
when distribution expands across the US.
Sovereign managing partner Brian Berish said a marketing/PR budget
hasn't been determined for next year, but one source estimates the vodka
maker will spend in the $300,000 range on PR. C-K will also be
handling advertising for 3 vodka.
The agency has three people working on the account's media relations,
and also has its events group considering promotional opportunities for
next year, said Joel Curran, SVP and managing director in C-K's Chicago
"We're leading with PR to try to condition and educate the marketplace,"
The vodka uses soy in its distilling process, a new approach for a
vodka. PR efforts have focused on discussing why the company is using
soy, and also around the distinctive look of the 3 vodka bottle. Bottle
design is often a major component of beverage marketing.
Berish is a son of Barry Berish, formerly CEO of Jim Beam Brands. The
senior Berish ended a three-year retirement to become chairman of
Sovereign, a company his sons Brian and Brett founded. C-K had done work
for Jim Beam, a factor that helped it win the Sovereign account.