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E.&J. Gallo Unveils Multi-Million Dollar Campaign For New Amsterdam Vodka

April 16, 2019

E.&J. Gallo is backing its New Amsterdam vodka brand with a new multi-million dollar campaign as it looks to combat increasing competition in the U.S. vodka market.

The new push, called “Find Your Wins,” centers on a series of 30-second TV spots that feature consumers celebrating “triumphant wins in ordinary situations.” New Amsterdam director of marketing Michael Sachs said the campaign is about “identifying those instantaneous moments to compete and find success in everyday life that consumers can rally behind.”

“Find Your Wins” will run more than 200 times during the National Hockey League’s Stanley Cup Playoffs across NBC, NBC Sports Network, and NHL Network, advertising in every game, including the Stanley Cup Final. Since launching in 2011, New Amsterdam has soared to become the third-ranked vodka brand by volume in the U.S., behind only Smirnoff and Tito’s. Retailing at $10-$15 a 750-ml., the brand rocketed out to 5.2 million cases from 2011-2017, but was flat last year.

The new campaign follows New Amsterdam’s “Pour Your Soul Out” effort from 2017, which also targeted sports fans, airing on ESPN’s SportsCenter and during the NBA Finals. According to Kantar, New Amsterdam spent less than half a million dollars in measured media in 2018.—Daniel Marsteller

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