Finlandia Platinum Launch in Armenia: Master Class with Markku Raittinen
DATES
December, 2012
Client
Finlandia Vodka
Service
Strategic Communications, Full PR Support
Category
Beverage Industry
Overview
SPRING PR provided full-cycle PR and communication support for the launch of Finlandia Platinum vodka in Armenia, an event anchored by an exclusive master class and tasting session delivered by Markku Raittinen, Finlandia’s globally renowned master taster.
The high-profile event, which took place in Yerevan, brought together a targeted guest list including top representatives from Armenia’s hospitality and tourism sectors, business leaders, and key media. The format of the day began with an official press conference and open discussion, followed by a guided tasting experience led by Raittinen himself. The launch culminated with the Finlandia Vodka Cup cocktail competition, in which 36 members of Armenia’s Bartenders’ Association competed, showcasing original cocktail creations across categories such as Long Drive.
By combining brand storytelling with experiential engagement, the event positioned Finlandia Platinum as a premium vodka offering in the Armenian market while amplifying visibility through targeted press coverage and expert endorsement.
Strategy
SPRING PR led the strategic communication planning and full media relations management for the campaign. This included the creation of all media materials, development and distribution of press kits, and the orchestration of tailored outreach to relevant media outlets.
Pre-event, SPRING PR managed the full preparation phase, including the crafting and distribution of pre-event press releases and background materials, as well as securing attendance from leading journalists and media representatives through a coordinated accreditation process. The agency also ensured that all messaging and branding aligned with the premium positioning of Finlandia Platinum.
Event management was handled end-to-end by SPRING PR. The team oversaw all communications and coordination with vendors, set up the media zone, facilitated the press conference, and managed the smooth flow of the event, including the master class and cocktail competition. A professional photo service was also organized as part of the visual documentation of the event.
Post-event, SPRING PR executed a follow-up campaign to maximize media output. As a result, the event achieved strong visibility in lifestyle, business, and industry-specific media outlets, successfully introducing Finlandia Platinum to a new target audience.
The Finlandia Platinum launch was a strategically executed brand activation that leveraged expert endorsement, industry engagement, and high-value media relations. Through its fully integrated PR approach, SPRING PR helped establish a strong market entry for the premium vodka brand in Armenia, setting a benchmark for future campaigns in the spirits industry.
