DALLAS: Rum producer Serrallés USA has selected Syndicate Media Group as AOR for its new Caliche Rum brand.
Syndicate will handle all PR and digital work for Caliche, helping to build brand recognition through events, social media, and media outreach. The firm was chosen for a one-year contract after an RFP process.
“Their expertise in the lifestyle industry, as well as luxury brands, definitely [correlated to] the brand that we're launching,” said Brielle Caruso, brand director at Serrallés USA.
The company also thought Syndicate's other clients would be “extremely beneficial” in the future for strategic alliances, she added.
Caruso explained that the company's goal in hiring Syndicate is “to create awareness for our brand and relevancy to our audience.”
Caliche's tagline is “aged well, not well-behaved,” she said, and the company wants Syndicate to get the brand's “quirky sense of humor” across to consumers.
With seven staffers working on the account, the agency will create a Facebook page and Twitter handle for Caliche, which will go live in February 2012.
Syndicate is also working on the brand's “sneak peak” events in key markets such as Miami, Los Angeles, Chicago, Dallas, and New York in March, said Caruso, with a national rollout taking place May 1. The agency will also promote the brand through blogger and press outreach and launch events.
Since the rum is light and aged, the company is hoping to connect with tequila and vodka drinkers, as well as rum drinkers. The brand's target demographic is customers of top-shelf liquor brands.
Other Destilería Serrallés brands include DonQ Rum, BlackBeard Spiced Rum, and Death's Door Spirits, for which the company recently acquired distribution rights.