Henry’s House dumps Bols job

Drinks distributor Maxxium is hunting a PR agency for its Bols liqueur brand after Henry’s House resigned the £150,000 account to handle PR for First Drinks’ liqueur Disaronno.

First Drinks director of marketing Fiona Chinn said PR activity would promote the versatility of Disaronno, an Amaretto liqueur, to ‘break out’ from its reputation as an after-dinner drink.

The consumer PR campaign, Disaronno’s first in more than four years, will

attempt to build associations with fashion and shopping, including a sponsorship of London Fashion Week, to engage with 18 to 30-year-old women.

Maxxium UK comms manager Susy Atkinson confirmed it would stage a pitch to find an agency for Bols.

The move comes a month after Henry’s House agreed not to repitch for the

Maxxium-distributed Absolut vodka account, which it held for five years. It was awarded to Paget Baker.

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