ABSOLUT Picks Multicultural Team.

The ABSOLUT Spirits Co., Inc. has named The Axis Agency as its agency of record for multicultural marketing. Axis will handle advertising, public relations and event marketing to the U.S. Hispanic and African-American market for ABSOLUT. The agency, a unit of the Interpublic Group of Companies, will lead the account from their offices in Los Angeles, California, in partnership with Grupo Gallegos and LAGRANT Communications.

“It was critical that we chose a partner that understood the marketplace and category to help continue our growth with ABSOLUT,” said Matt Aeppli, Vice President of Marketing for The Absolut Spirits Company, Inc. “The PR and communications work that the agency has done for the launch of our seventh flavored vodka ABSOLUT(R) APEACH(TM) to the Hispanic and African-American consumer over these past few months is exceptional and has proven that Axis is the right agency for us.”

“We are thrilled to bring a celebrated brand like ABSOLUT(R) VODKA to the Hispanic and African-American consumer,” said Armando Azarloza, president of Axis. “And we look forward to building upon the success of our continued work with this forward-thinking and innovative company.”