Business Communication Group - Strategic Marketing Solutions

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Bourbon Tastings Create Spirited Experience for Editors

Situation
As part of an effort to increase the profile of a client's Bourbon whiskey offerings, we scheduled a series of tastings with key consumer media outlets. The media tour was arranged to coincide with an event in New York City featuring the world's finest American, Scotch and Irish whiskies. The event is highlighted by appearances by Parker Beam, a seventh-generation Master Distiller.

Solution
We arranged a series of successful one-on-one meetings, at which time editors from Esquire, USA Today, The Wine Spectator, The Wine Enthusiast, Market Watch, Beverage Dynamics, Cheers, Cigar Aficionado and Smoke Magazine were given an opportunity to sample one of the distillery's newest product offerings and/or receive a press kit.

In addition to responsibility for all aspects of planning and coordination of the tour, we were responsible for the placement of feature articles based on the editors' experiences.

Success
The tour was highly successful, resulting in feature placements in each of the host publications, including Esquire and USA Today. Additional contact was also made with editors representing The New York Times Weekend Magazine, Playboy, Penthouse, The Robb Report, Sky! Magazine and The Spirit Journal, with each of the contacts resulted in additional feature coverage about the new product. The client, pleased with the results, later hosted media tours in Boston, New York City and Washington, DC, as well as the Isle of Jura, Scotland.