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July 24, 2007
Boru Vodka Presents “Defend the Bar Band!”
Castle Brands Inc., today announced that its flagship brand, Boru Vodka, is launching its Defend the Bar Band US marketing program. The program focus is a web-based contest to find the most authentic and passionate bar band. Additional elements include a consumer Defend the Fan sweepstakes, and on-premise Defend the Bar Band Nights.
Earlier this year, Castle Brands launched a bold, fresh look for Boru Vodka. The highly-acclaimed new packaging was very well received by the trade and the new bottle is now on store shelves across the country. In conjunction with the bottle launch, Boru launched its Reclaim the Spirit marketing campaign and its newly designed website.
Defend the Bar Band is the second phase of Boru Vodka brand building program. The multi-tiered program begins with the search for the ultimate bar band. Boru Vodka gives unsigned bands a forum to stand up and play for what they believe in, their music. Up to fifteen bands will be selected from all the entries received and their original recordings will be featured on boru.com. The bands will compete for the opportunity to win a digital release deal with Roadrunner Records as well as $10,000 worth of new equipment from Musician Friend. Real-time, web-based consumer voting will narrow the field to four finalists. A combination of consumer voting and industry panel votes will determine the winning bar band. The judging panel is made up of industry and entertainment experts from Roadrunner Records, Blender.com, Musician Friend and Boru Vodka.
Not forgetting music fans, Boru Vodka invites consumers to visit boru.com to listen to new music and vote for their favorite bar band. Visitors can also enter the Defend the Fan sweepstakes for the chance to receive daily music downloads and win $5,000 or a Boru branded jukebox.
The bar band program will be promoted on-premise with events and point-of-sale merchandise. In addition, Castle Brands has retained on-premise specialists to supplement its own sales team in key markets. This Brand Ambassador team will be dedicated to Boru Vodka and will work on-premise promoting the brand and the bar band program.
Defend the Bar Band extends beyond boru.com. Boru Vodka has partnered with Dennis Digital, parent company of maximonline.com, blender.com and fark.com; Roadrunner Records, specifically their hottest new band, Madina Lake; and Musician Friend, the premier destination for music equipment. These partners will highlight the bar band program on their websites, provide outbound e-blasts to their databases, and cross-link with boru.com. Partnering with leaders in the entertainment and music industry is expected to result in Boru bar band program reaching over six million people. Defend the Bar Band will also be showcased with a page on myspace.com.
We have created an integrated, web-based marketing program that extends the fight/defend brand campaign we introduced earlier this year. The bar band program takes the ever popular talent search format to the 21st century as well as adding several new twists. The extended reach provided by our partners combined with the popularity of consumer voting is an exciting formula, said Roseann Sessa, vice president marketing and public relations for Castle Brands. We believe that it is an all-around winning program. Unsigned bands gain much needed exposure, music fans are exposed to new artists and can help launch a success story, and we can take the program directly to Boru fans on-premise.
The Defend the Bar Band program will begin on August 20, 2007. At that time, bands are invited to submit their entries on-line. The consumer voting portion of the fan sweepstakes will launch on September 24, 2007. The winning band will be announced in early November.
More about Boru Vodka:
Boru Vodka is made in Ireland from the best grain and most pristine water. The five times distillation process produces a clean vodka of unusual clarity and exceptional smoothness. It is named for the legendary king responsible for uniting Ireland, Brian Boru. Boru Vodka is also available in Citrus, Orange and Crazzberry flavors. Boru Vodka is available nationwide in the United States and Ireland and in a growing number of other international markets. 40% ABV. SRP in the US $18 - $20/750ml.
More about Castle Brands Inc.:
Castle Brands is an emerging developer and international marketer of premium branded spirits within four growing categories of the spirits industry: vodka, rum, whiskey and liqueurs. Castle Brands portfolio includes Boru Vodka, Gosling Rum, Sea Wynde Rum, Knappogue Castle Whiskey, Clontarf Irish Whiskey, Jeffersonâ„¢ and Jefferson Reserve Bourbon, Sam Houston Bourbon, Celtic Crossing Liqueur, Pallini Limoncelloâ„¢, Raspicelloâ„¢ and Peachcelloâ„¢ and Brady Irish Cream.
New York, NY, July 25, 2007
Posted by fortna at July 24, 2007 02:51 PM
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