Beam Global Canada has announced Toronto’s PraxisPR is its PR agency of record following what partner Paula Oreskovich called a “pretty thorough” review.
Praxis is charged with developing a communications strategy to increase the profile of Beam brands including Canadian Club, Jim Beam, Sauza and Courvoisier. The assignment includes national media relations, influencer strategies, event management, social media and other promotional activities.
Oreskovich said the review process, which got underway in spring, included multiple presentations to Beam’s brand team.
“I liked the way they handled it because they wanted to ensure that the fit was going to be there,” she said. “I admire what they did because it wasn’t just a one-time shot: It was getting to know the company, how we work, how we put together a plan, the processes we use, what have we done, how do our credentials stack up against the others.”
Praxis first began working with Beam in August, developing a comprehensive outreach program around the launch of L’Essence de Couvoisier–an ultra-premium cognac that sells for $3,200 a bottle.
The program consisted of media outreach and a cross-country tour featuring Pierre Szersnovicz, Courvoisier’s director of spirit quality control and global brand ambassador. The tour catered to key retailers and buyers in four Canadian markets: Vancouver, Calgary, Toronto and Montreal.
In a release, Dorene Wharton, director of marketing for Beam Global Canada, said that the company was impressed with PraxisPR’s “knowledge and extensive experience” in alcohol marketing.
Praxis has worked with several companies in the alcoholic beverages sector, including E & J Gallo Winery, Sonoma County Vintners and the Wine Institute of California.
