Colangelo Public Relations: Case Studies

CPR successfully introduced Averna to the mixologist community
Cocktail competition generated enormous buzz and over 200 qualified new cocktail entries
Generated publicity for Averna through proactive media relations
Increased distribution and depletions

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Averna Garofalo Pasta GRI (Gruppo Ristoratori Italiani) G'Vine Harlem Spirituals Marchesi de' Frescobaldi Partida Tequila Robert Kacher Selections Speck Alto Adige IGP & Asiago DOP Urbani Tartufi Winebow
	Averna Situation Averna, the storied Sicilian amaro, was a category leader in Italy & Europe but maintained modest case sales in the US Objectives Contemporize the Averna brand image Move Averna from the back bar Get bartenders to include Averna in cocktails Challenges Category perception Lack of experimentation by bartenders Competitive set (Campari, Fernet) The Program Media Relations Direct Mail Events Cocktail contest The Results CPR successfully introduced Averna to the mixologist community Cocktail competition generated enormous buzz and over 200 qualified new cocktail entries Generated publicity for Averna through proactive media relations Increased distribution and depletions