Global communications experts Porter Novelli has been named agency of record for Ole Smoky Tennessee Distillery.
The agency has been charged with raising awareness for the brand among both consumers and food/beverage professionals, focusing on media relations, on- and off-premise event sponsorships and sales support.
Ole Smoky is the first legal Tennessee Moonshine, and is distributed nationwide. Founded and operating in Gatlinburg, Tenn., it is best known for its 100 proof Original Corn Moonshine and White Lightning products.
Ole Smoky has expanded its line to include 40-proof flavored moonshines including Apple Pie, Cherry, Peach and Blackberry, among others.
Ole Smoky, whose staff is made up of nearly 100 local employees, sold nearly 100,000 cases in 2012, and its Gatlinburg distillery receives nearly 2 million visitors per year.
“What really stood out to us about Porter Novelli was not just the agency’s highly respected food practice, but its expertise in storytelling, which will be critically important to us as we educate legal-age consumers about both our brand and moonshine overall,” said Joe Baker , co-founder, Ole Smoky Tennessee Moonshine.
“While moonshine enjoys a colorful reputation, ultimately it is a finely crafted spirit and a key piece of Americana. We are delighted to work with Porter Novelli to tell the great story about the history, craftsmanship and growth of moonshine across America.”
“This is a great opportunity to tell a story with American heritage at its core,” added Darlan Monterisi , executive vice president and managing director of Porter Novelli ‘s New York office. “We are thrilled to have the opportunity to share that story and help Ole Smoky Tennessee Distillery grow interest in its brand and in moonshine.”