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$30 Mil. ‘Mini-Consolidation’ Could Pave Way For Larger Contest
NEW YORK–Seagram Americas has kicked off an informal review to consolidate media buying for at least four of its major liquor brands.
The agency search–described by one source as a “mini-consolidation”–puts about $30 million in billings up for grabs. Sources said the contest could be expanded to include other Seagram alcohol brands. The total ad budget for The House of Seagram is around $100 million.
The brands included in the review, sources said, are: Seagram’s Gin, Chivas Regal, Crown Royal, and Captain Morgan rum.
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