Finlandia Vodka Global Ambassador Pekka Pellinen’s Master Class in Armenia
DATE
June 2013
Clients
Service
Full PR Support, Media Relations
Category
Alcohol & Beverage industry
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SPRING PR was entrusted by Sargis Karolina and Brown-Forman Corporation to deliver full-scale PR support for the visit of world-renowned Finnish mixologist Pekka Pellinen, global ambassador of Finlandia Vodka and creator of several signature cocktails. On June 14, Pellinen conducted an exclusive master class and vodka tasting at JOSE Club, bringing together leading lifestyle media representatives and the country’s top bartenders.
The event offered participants a rare opportunity to discover Finlandia Vodka’s distinctive qualities, taste cocktails crafted by Pellinen, and experiment with their own creations under his direct guidance. Media attendees engaged with the mixologist in a dynamic exchange, learning about cocktail culture, ingredient pairing, and the artistry that elevates mixology beyond standard bartending practices.
Strategy
SPRING PR developed and implemented a tailored communications campaign designed to amplify the event’s visibility and strengthen the brand narrative of Finlandia Vodka. The campaign began with pre-event media engagement, ensuring strong anticipation through press materials and personalized outreach. A dedicated media lunch and press conference created a platform for direct interaction between Pellinen and journalists, positioning the master class as both an industry milestone and a cultural event.
On the day of the event, SPRING PR provided full management, from scenario planning and visual branding to media hosting and on-site coordination. Professional interviews and a photo shoot further enhanced storytelling opportunities, ensuring that Pellinen’s expertise and the brand’s premium positioning were effectively conveyed to target audiences.
To extend the results beyond the event itself, the campaign included systematic media monitoring, press clipping, and impact assessment. This ensured a comprehensive overview of media coverage and provided insights into the effectiveness of the communication strategy, while contributing to sustained visibility for both Pellinen’s visit and Finlandia Vodka in Armenia.
