After Bacardi, More Liquor Marketers Seek New Agencies

Jim Beam, Belvedere Up for Grabs

Just weeks after it emerged Bacardi had initiated a global search for a new creative lead agency comes word that more high-profile liquor brands are looking for new shops. Sources say both Jim Beam and Belvedere Vodka have reached out to agencies.

StrawberryFrog won account responsibilities for Beam Global Spirits & Wine’s base brand, Jim Beam Black and Red Star in January 2010, replacing longtime agency Energy BBDO in Chicago. Execs at StrawberryFrog couldn’t be reached for comment. Three agencies are said to be pitching for global responsibilities on the bourbon brand but it could not immediately be determined which shops are in the running. In August, Beam Inc. awarded its newly-acquired Pinnacle vodka brand to Ogilvy after a review in which Deutsch and The Martin Agency participated. Work sessions are scheduled for the next few weeks and finals are slated for November.  A Beam rep declined to comment.

In 2011 Jim Beam spent $11.2 million in U.S. measured media, according to Nielsen, an amount that does not include Internet or business-to-business advertising. Revenue on the global business is estimated at $3 million, sources said.

Belvedere has been working with Arnell after the agency won U.S.  creative duties in 2009, besting shops that included the incumbent Berlin Cameron United. Agencies are making creative presentations this month. Arnell CEO Sara Arnell did not return calls nor did the client.