NEW YORK: Spirits company William Grant & Sons has expanded its relationship with Susan Magrino Agency to include five more of its brands.
Susan Magrino, which already handled PR for Stolichnaya Premium Vodka and Elit by Stolichnaya, added responsibilities for Sailor Jerry Rum, Tullamore Dew Irish Whiskey, Milagro Tequila, Lillet, and Bols, said James Curich, PR director at William Grant & Sons.
The company shifted the brands from Maloney & Fox to Susan Magrino to help categorize them as “lifestyle brands,” explained Curich. He said William Grant & Sons will continue to work with Maloney & Fox, saying the firm is a "wonderful partner."
Maloney & Fox will still handle PR for Glenfiddich, The Balvenie, Hendrick's Gin, Solerno, Reyka Vodka, Hudson Whiskey, Monkey Shoulder, and the Art in the Age brands, including Rhuby, Snap, and Root. Brian Maloney, co-CEO of the firm, said it was a “very smart move to split the portfolio among agencies to maximize agency strengths and resources.”
Susan Magrino is focusing on “really taking the brands to the next level,” said Curich.
“This is a real opportunity to...make sure more of our target audiences know about our brands, what we're doing, what we're about, and the quality in each and every bottle,” he added.
The firm is working to broaden the brands' exposure in the lifestyle category by engaging travel, culture, food, and design outlets and bloggers and by attending events, said Allyn Magrino, president and COO of the agency. She added that with a team of eight staffers working across the brands, Susan Magrino is also helping the company create strategic alliances with other brands and businesses.
On June 12, the firm handled communications for William Grant & Sons' annual “Sailor Jerry Day” event, which commemorates the birthday of Norman “Sailor Jerry” Collins. The event was held at Three Kings Tattoo shop in Brooklyn and offered consumers free tattoos of Collins' anchor design, said Magrino.