A Top-Shelf Assignment

Arnold to Introduce Seagram’s Sundsvall To Fine Restaurants, Martini Connoisseurs
BOSTON – Seagram Americas last week said it will distribute a Swedish-made superpremium vodka named Sundsvall. Its U.S. introduction this fall will be handled by Arnold Communications.
Launching a superpremium vodka is not only about slick packaging and carefully selected product placement, but also about discovery, according to Arnold executive vice president and group account director Pam Hamlin, who manages the Seagram account. “We want consumers to discover it on their own.”
Arnold was first approached by the client about the assignment earlier this year [Adweek, Feb. 16].
A soft introduction in eight markets is planned for the fall, followed by either a launch into additional markets or a national rollout in 1999. The eight initial markets are Atlanta, Boston, Chicago, Detroit, Los Angeles, Miami, New York and San Francisco. A Seagram representative declined to disclose the marketing budget.
The launch will not include any advertising. Instead, a series of events targeting restaurateurs and martini connoisseurs will be orchestrated by Arnold Public Relations. Arnold’s design shop, Cipriani/Kremer, is in the process of developing collateral materials for those selective tastings.
Both Sundsvall’s refined glass bottle and elegant packaging were created prior to Boston-based Arnold being brought in. The bottle bears the dragon crest of the “city of stone” in the north of Sweden, where the product is handcrafted, and is sealed with a gold cork cap.