The Hive gets more work from Brown-Forman Spirits
By Adnews Staff
The Hive Strategic Marketing of Toronto has been appointed promotional agency of record by Brown-Forman Spirits Americas, based in Louisville, KY. The agency will handle on-premise activities for Appleton Estate V/X Jamaican Rum and on- and off-premise activities for Tuaca Liqueur. "Appleton V/X and Tuaca have grown impressively over the last few years and we wanted to address some areas of opportunity for both brands," said Erin Schlader, marketing director for developing brands at Brown-Forman. "The Hive demonstrated a good understanding for each brand's target market and presented strategic thinking in line with our needs." The Hive's past work for Brown-Forman has included special events and on-premise marketing Jack Daniel's Tennessee Whiskey. The agency is currently doing on-premise work as part of Jack Daniel's NASCAR sponsorship activities.