NEW YORK, Feb. 7, 2013 /PRNewswire/ -- Global communications leader Porter Novelli has been named agency of record (AOR) 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., Ole Smoky 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 (12 jar/9L) 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." About Porter Novelli A global public relations leader, Porter Novelli was founded in 1972. In 90 offices in nearly 60 countries, Porter Novelli combines the power of immersion with the rigor of research to create deep human insights that enable the agency to transform the opinions, beliefs and behaviors of those who matter most to its clients. For additional information, please visit www.porternovelli.com. Porter Novelli is a part of Diversified Agency Services, a division of Omnicom Group Inc. About Diversified Agency ServicesDiversified Agency Services (DAS), a division of Omnicom Group Inc. (NYSE: OMC) ( www.omnicomgroup.com), manages Omnicom's holdings in a variety of marketing communications disciplines. DAS includes over 200 companies, which operate through a combination of networks and regional organizations, serving international and local clients through more than 700 offices in 71 countries. About Omnicom Group Inc.Omnicom Group Inc. ( www.omnicomgroup.com) is a leading global marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries. Contact: Catherine Sullivan Catherine.Sullivan@porternovelli.com212-601-8315 SOURCE Porter Novelli