Both Boru's new packaging and new ad campaign have received a strong reception from the industry and consumers alike. The new bold, sleek, crystal clear bottle is a tribute to the brand's heritage and quality.
Boru's "Reclaim the Spirit" campaign launched last April. The campaign calls vodka drinkers to action, reminding them that vodka should be pure, straightforward and true. With its "Fight and Defend" approach, Boru invites consumers to fight things that are frivolous, overdone, annoying and fake, and defend things that are genuine, honest, fun and cool.
The new marketing program for Boru is receiving many accolades. In addition to the two Beverage Dynamics awards, Boru received a Gold Medal at the San Francisco World Spirits Competition, as well as a 4-star rating ("Highly Recommended") from F. Paul Pacult's Spirit Journal. Boru's first "Defend the Bar Band" contest and sweepstakes was a great success and will be an important component of Boru's marketing mix next year. Most recently, Boru announced it will be the main event sponsor at the 17th Annual Los Angeles Music Awards, the largest and longest running red carpet event for independent artists in the world.
"2007 is a pivotal year for Boru," said Roseann Sessa, Vice President Marketing and Public Relations. "The combination of the new bottle and a keen focus on our core demographic with cutting edge marketing has built a lot of momentum for Boru. The challenge now is to capitalize on that momentum."
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.
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's Rum, Sea Wynde Rum, Knappogue Castle Whiskey, Clontarf Irish Whiskey, Jefferson's and Jefferson's Reserve Bourbon, Sam Houston Bourbon, Celtic Crossing Liqueur, Pallini Limoncello, Raspicello and Peachcello and Brady's Irish Cream.