4 in Whiskey Review

Brown-Forman Beverages is considering four of its roster shops to handle a $10 million consumer branding project for its Canadian Mist whiskey, sources said.

Contenders include Arnold in St. Louis (formerly Simmons Durham), the Creative Alliance and PriceWeber Marketing Communications, both in Louisville, Ky., and Carmichael Lynch, Minneapolis, according to sources.

The agencies are thought to have made presentations, with the strategic ideas they offered now being tested by the client, sources said. A decision could come as soon as next month, sources said.

Officials at Brown-Forman, Nashville, Tenn., could not be reached for comment on the review. Brand manager Dan Kelley is heading the effort.

An incumbent for the brand was not known, although PriceWeber has done sales promotion work for Canadian Mist.

That shop’s Brown-Forman brands also include Early Times whiskey and Bolla wine. Carmichael Lynch handles Korbel champagne and Bola and McPherson’s wines; Arnold is the longtime agency—under its former moniker and now continuing under its new Boston parent—for Jack Daniel’s; and the Creative Alliance has done mostly point of sale and public relations work for a number of brands.

The branding campaign is expected to include print and radio. Such an assignment would be a coup for the Louisville shops, especially as both the Creative Alliance and PriceWeber have previously done mainly promotional work for the client.