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BACARDI NAMES AD AGENCY FOR GREY GOOSE VODKA

Independent Sugartown Creative Gets $20 Million Account

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CHICAGO (AdAge.com) -- Bacardi USA is poised to name independent Sugartown Creative, New York, as its ad agency for the estimated $20 million Grey Goose vodka account.

Independent agency DeVito/Verdi, the other finalist in Bacardi's review, did not win the business, said agency president Ellis Verdi.

Sugartown’s charge will be to help Bacardi maintain momentum on the hot-selling superpremium vodka. Bacardi bought the brand for an eye-popping $2 billion last year from Sidney Frank Importing.

Sales have tripled
Grey Goose was at the vanguard of the trend to high-priced vodkas that started in the late 1990s. Sales have tripled since 2001 to 1.8 million cases in 2004, according to figures from Impact Databank.

Sugartown also handles Bacardi’s Bombay Sapphire gin.

TV ads
DeVito/Verdi created TV ads touting Grey Goose when it was owned by Sidney Frank. The ads -- the first spirits ads to air on CNN -- have continued running under the new ownership.

“Our television creative has helped the Grey Goose business for the past couple of years,” Mr. Verdi said. “We gave the client all the strategic and creative guidance they need.”

Representatives of Bacardi and Sugartown didn’t immediately respond for comment.

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