Wyborowa hunts agency to support international launches

Wyborowa, the Polish vodka brand owned and distributed by Pernod Ricard, is seeking an ad agency to create a campaign to support the brand’s launch in international markets and drive up sales outside Europe.

Wyborowa, the Polish vodka brand owned and distributed by Pernod Ricard, is seeking an ad agency to create a campaign to support the brand’s launch in international markets and drive up sales outside Europe.

It is understood that the search is being co-ordinated from Warsaw, although international sales and marketing director Yves Schladenhaufen would not confirm a pitch had started.

He says: “VA Communications, an agency in Warsaw, looks after the Polish market. Young & Rubicam in Paris looks after French and international communications.”

The super-premium version, Wyborowa Single Estate, is a rye-based vodka with a bottle created by architect Frank Gehry, who designed the Guggenheim Museum in Bilbao. Other variants include Pure, Dzika Rose, Swieza Lemon and Soczysta Orange.

The brand has been launched in a number of new markets such as Brazil and Malaysia over the past year, and 1 million nine-litre cases are produced each year with half of the output exported.

Its main markets are understood to be Poland, France, the UK and Italy. The vodka was one of Pernod Ricard’s fastest growing brands last year, with value sales climbing by 19%.

Last year, it launched a strategy to promote Wyborowa cocktails to professional bartenders. Wyborowa brand education director David Steward says: “We want to create a global Wyborowa cocktail community.”

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