NEW YORK—Euro RSCG Magnet has been appointed as public relations agency of record for the U.S. introduction of SV Supreme, a new super-premium vodka from Russia. SV recently was named as the fastest-growing spirits brand in the world by Impact, the leading drinks industry trade magazine.
Magnet won the SV Supreme business in a competitive pitch, beating out CRT/tanaka. Said Steve Raye of Brand Action Team, SV’s U.S. strategic marketing consultancy, “Magnet has extensive drinks sector experience, especially in the vodka category for such brands as Absolut, Stolichnaya and Smirnoff. Its leadership and experience, including with on-premise events, is critically important to the success of SV Supreme, which will take a very narrowly targeted approach to building distribution. Magnet knows the market, and will hit the ground running.”
Magnet executive vice president Roy Bumsted, who will head the account, says that while “conventional wisdom says that super-premium spirits brands are built on premise, but, with everyone focused on the same 1,000 bars and clubs in 10 cities, the name of the game for SV Supreme is engaging the consumer while enhancing, not disrupting, the on-premise experience.”
SV Supreme will launch in key metro markets in June. Magnet’s program will emphasize national consumer and lifestyle media coverage, with a strong local-market overlay to help activate the brand’s planned, intensive bar and club focus. The firm will work alongside MGL Advertising and Next Level of Westport, Conn., which is handling promotion.