BROWN-FORMAN TO INCREASE SPENDING ON VODKA BRAND

Spirits Company Gains Full Control of Finlandia Marketing

Published on .

NEW YORK (AdAge.com) -- Brown-Forman Corp. said it gained full control over the marketing of Finlandia vodka and will "significantly increase" brand spending to as much as $18 million in the next year in the U.S. and other important vodka markets.

Brown-Forman disclosed it increased its stake in joint venture Finlandia Vodka Worldwide to 80% from 45% by paying its partner, Finland's state-owned Altia Corp., about $70 million.

Advertising for Finlandia is handled on a project basis by various agencies, Brown-Forman said.

The marketer said it split last June with Finlandia's then-global agency Bozell, New York, a unit of Interpublic Group of Cos.

In this article:
Most Popular