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Imperial Brands Retains Grab Group To Launch And Market Its New Vodka

DBR Staff Writer Published 05 July 2009

The new product is distilled from four varieties of Florida oranges

Imperial Brands, a US subsidiary of Belvedere, has retained Boca Raton-based PR firm, The Gab Group to launch and market new vodka made from Florida oranges, crafted in Florida. 4 Orange Premium Vodka will be a product distilled from four distinct varieties of Florida oranges.

Reportedly, the brand will be introduced to duty free, off-premise retailers and Florida restaurants later this year. The 4 Orange Premium Vodka campaign will consist of a multi-city introduction in key beverage markets with various tasting events and a subsequent advertising campaign.

Michelle Soudry, PR director of The Gab Group, said: We are excited to promote such an innovative vodka brand that will encompass world-class quality with homage given to Florida heritage.

Timo Sutinen, vice president of marketing and business development at Imperial Brands, said: We chose The Gab Group to promote 4 Orange Premium Vodka because of their out-of-the-box public relations creativity and for the agency's ability for superior in-house design work, branding, media relations and event capabilities.

It was imperative for us to have a well-rounded PR firm with a proven track record and a strategic mind-set to launch this phenomenal brand that will captivate Floridians and global markets.