The Challenge: In 2018, Sazerac brought a new vodka brand with British roots exclusively to Massachusetts as a test market and charged DPA with increasing brand visibility for Tenure England Vodka in Boston and beyond with consumers, trade (restaurants, bars, retailers) and Anglophiles, including connecting Tenure with the British Consulate Boston.
The Approach: DPA’s efforts began in spring 2018 and have been focused on a combination of PR initiatives that comply with both what the media is looking for and what benefits Tenure and its sales, and strategic collaborations and sampling events. In 2019, DPA began handling all social media management for the emerging brand as well.
Results: Highlights include coverage on WCVB-TV Ch 5’s “Chronicle,” the #1 TV newsmagazine program in New England, in Northshore magazine, Boston Herald, Dig Boston, Boston Spirit magazine and several local and regional weeklies about everything from a recipe that uses Tenure that pays tribute to the popular TV series The Great British Baking Show on PBS, to holiday cocktails, to proper cocktails made using fresh herbs from the garden. The team has facilitated dozens of digital influencer posts to attract new audiences and create user-generated content for Tenure’s social pages, which DPA has organically grown by 200%. DPA facilitated a successful strategic partnership with both the British Consulate Boston and the British America Business Council of New England (BABCNE) where Tenure now samples cocktail at events both in person and virtually (via a BABCNE virtual cooking & mixology class). Tenure has sampled at premier New England events like Northshore magazine’s BONS event, golf tournaments at Ferncroft Country Club, and at polo matches at Myopia Polo – all of which were completely conceptualized, facilitated and executed by DPA.
