Sovereign's new 3 vodka picks Cramer-Krasselt to push unique soyingredient

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,"

he said.

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.

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