• by Larissa Faw , March 31, 2017

Graybeard Distillery has named The Republik as its first-ever AOR following a two-month review. The distillery will introduce its first brand--Bedlam Vodka--this spring.

The Durham, NC-based agency will work with the Durham-based brand to develop influencer and trade advertising including national print, social and direct mail. Post-launch, consumer advertising will include national print, video and social. 

The agency will also be responsible for label, package and bottle design.

The creative will target “spirit drinkers who are looking for something new in vodka, specifically those who don’t identify with many of the brands in the current vodka market,” says Robert Shaw West, commander in chief, The Republik. The challenge will be "separating Graybeard from the myriad of other vodka brands, and creating a space for them to own in the market.”

While companies are based in Durham, Graybeard partner Sam Searcy said the decision was also influenced by The Republik’s liquor category experience and strategic marketing expertise. 

“Proximity was a plus but it was mainly our reputation in national level brand development and rollout, as well as communication and engagement services," says West. He noted that the that the agency's chief strategic officer, Dwayne Fry, has led strategies for the launch of Bacardi Anejo and Bacardi Black.

Bedlam Vodka will be available internationally and, pending licenses, in 50 states. The 80-proof spirit will retail for $21.95 (750 ml) with an expected year one production of 20,000 cases.