LVMH Tequila
volcan
the challenge
Luxury house LVMH is well known globally for some of its iconic spirits. That being said, the heritage brand had never ventured into the world of tequila. Recognizing its popularity, LVMH wanted to launch a product that gave a nod to the house’s luxury heritage but that also felt authentic to the market. Dom Perignon’s President was put to the task and he hand selected our team to handle PR and communications for the launch. In addition to fleshing out a full communications plan and PR roadmap, our team orchestrated a Los Angeles launch event.
data-driven results
Knowing that tequila was a crowded space, our team realized that we needed to capitalize on the LVMH connection in order stand out. We also zeroed in on the project lead (former Dom Perignon president Trent Fraser) as an expert voice who could give the launch a trusted industry voice. We set out to create a communications roadmap that straddled both consumer and beverage trade press. We created a multi-pronged PR strategy that services all of our larger goals. We also identified the “cool” factor that goes into alcohol choices and orchestrated PR for a Los Angeles event that included influencers, celebrities, and entertainment gatekeepers.
Our PR and communications launch plan created a lot of noise in the industry and amongst consumers. Our team landed over 5 billion media impressions at launch and another 2 billion with event pitching. Trent Fraser was also elevated as an expert voice and we secured various profiles on him and his unique take on tequila for LVMH. Headlines in luxury publications like Robb Report and Forbes were secured as well as more consumer-facing periodicals like People Magazine, Maxim, and Los Angeles Times.