Mailroom Premium Vodka will be the first brand to be launched and developed by Topikos, the distributor broker recently named distributor of Constellation Brands’ spirit portfolio, which includes Casa Noble tequila and Svedka vodka.
Peter Kourtis, Topikos’ co-founder and CEO, tells strategy the company is backing Mailroom with in-store consumer sampling, product display and point-of-sale material, particularly in the Ontario, British Columbia, Alberta and Manitoba markets.
“In Canada, retail sales of alcoholic beverages account for the majority of the total volume sold, making it crucial to have an effective point-of-sale and shopper marketing program,” Kourtis says. “While consumers typically have a specific product in mind when they enter the store, they are often overwhelmed by the options available on the shelves.”
The last three feet of the shopper journey, right before the point-of-purchase, become critically important, Kourtis adds. “This small but crucial window offers a limited opportunity to communicate the brand’s proposition and influence the consumer’s choice.”
At Topikos, the internal and trade marketing team develops and executes all of its shopper marketing programs.
Mailroom has developed a go-to-market strategy to support product distribution and ensure a successful rollout ahead of its national launch campaign.
To drive engagement, Mailroom is asking customers to help co-create the brand’s story by sharing their most memorable moments for the chance to be featured on Mailroom bottles and social media channels. Messages can be submitted via Mailroom’s Instagram, website and at branded events.
Mailroom is also enhancing brand awareness through targeted digital marketing and media relations efforts, supported by Toronto PR agency, Arts & Communications.
Kourtis says the positioning of the spirit is around spontaneity, friendships and storytelling. “We particularly focus on [legal drinking age] Gen Z and millennials who embrace life with enthusiasm and curiosity, viewing each day as a chance for connection, growth and adventure,” Kourtis says.
Mailroom Premium Vodka, which is Canadian-founded and distilled, plans to launch across U.S. markets next year.