NEW YORK: Ole Smoky Tennessee Distillery, best known for its moonshine, has selected Porter Novelli as its AOR.
The company, which makes the first legal Tennessee moonshine, was launched two years ago.
The distillery previously worked with Texas-based Big Ink PR & Marketing, said Joe Baker, co-founder of Ole Smoky. He added that the firm was a “great group” to work with and that it helped the company a lot in its first two years.
Porter, which was selected for the account after meeting with members of the Ole Smoky team rather than through a competitive pitch, is leading the work from its New York office.
“We have a brand that's built on a heritage of a strong American history, and that message is important,” Baker explained. “We're looking to [Porter] to streamline and help with the delivery of the message and make that part of our business more efficient.”
The agency will be involved in all aspects of Ole Smoky's marketing and PR efforts, he added.
Porter will reach out to a wide range of print, online, and broadcast media, such as lifestyle and trade outlets, while also working on the company's social media efforts, said Darlàn Monterisi, EVP and MD of the firm's New York office.
In addition to traditional and social media, Monterisi said the firm will work on event promotions and sponsorship marketing for Ole Smoky to help the company “fully establish” itself and become a leader in the category.
Ole Smoky's brands includes 100-proof Original Corn Moonshine, its White Lightning products, and 40-proof flavored moonshines including Apple Pie, Cherry, Peach, and Blackberry, among others.