News Briefs for July 16, 2012July 16, 2012
•Campari America is launching its first TV ad campaign for Skyy vodka today, titled “Passion for Perfection.” The ads, which will run on Bravo, Comedy Central, E!, ESPN, ESPN2 and TBS, as well as online, are set in a stylized Skyy vodka distillery. Campari America head of marketing Umberto Luchini told the New York Times that despite the new TV push, Skyy’s 2012 ad budget will stay roughly level with the $16.6 million it spent last year, according to Kantar Media. Skyy’s recent ad efforts have sought to focus more attention on its core brand, after several years in which its Skyy Infusions flavor line had taken precedence.
•International Beverage Company (IBC) is releasing a new expression of its Bunnahabhain single malt Scotch brand, Toiteach. Pronounced “toe-chack,” the new variant is billed as the first heavily peated Bunnahabhain whisky to be marketed in the U.S., hearkening back to a style used more prevalently in the early days of the Islay distillery, which was founded in 1881. Toiteach will sell for $79.99 a bottle and be available in limited quantities. In addition to Bunnahabhain, IBC’s U.S. portfolio also includes the Deanston, Tobermory and Ledaig single malts; Scottish Leader blended Scotch; Angostura rums and Kelt Cognac among others.
•Bacardi Ltd. has appointed Georgia Garinois-Melenikiotou and Patrice Louvet to its 16-member board of directors. Garinois-Melenikiotou currently serves as senior vice president, corporate marketing for Estee Lauder Companies—a position she has held since April 2010. Louvet, meanwhile, is currently president, global grooming and shave care for the Procter & Gamble Company. Garinois-Melenikiotou and Louvet are taking over board vacancies left by recent retirees Melanie Healey (elected in 2008) and Philip Shearer (elected in 2006).
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