Heaven Hill Distilleries, a Kentucky-based distillery and owner PAMA Liqueur brand, has selected Hanna Lee Communications of New York City as its public relations (PR) agency of record for PAMA Pomegranate Liqueur.
The PAMA Pomegranate Liqueur is a blend of natural pomegranate juice, premium vodka and tequila. The liqueur is used to make a range of cocktails such as PAMA and Champagne, PAMA Cosmo and the PAMA Mojito.
Under the one-year deal, Hanna Lee will carry out national trade and consumer media relations, event marketing, mixology community outreach, a cocktail competition, and digital and social media strategy consulting for the PAMA Pomegranate Liqueur.
Hanna Lee Communications president and founder Hanna Lee said, "While it is by far the world's pre-eminent pomegranate liqueur, our comprehensive PR and event programs will spotlight how PAMA adds complexity and depth to the flavor, color and mouthfeel of just about any cocktail."
Heaven Hill Distilleries PAMA brand manager Brittany Capito said Hanna Lee has a good reputation and track record that will help them position PAMA as the indispensable modifier.
"They have deep knowledge of the spirits industry, solid relationships with the media and the mixology community, as well as the know-how to seamlessly integrate traditional public relations with the digital and social media realms," Capito added.
