Reyka, the charmingly off-beat Icelandic vodka owned and sold by independent family-owned distiller William Grant & Sons, made its television debut on May 22nd, 2017.

Targeted to only run in the Portland, OR market, the commercial will be part of a larger 360-degree beachhead strategy the Scotland-based company has implemented across the portfolio in recent years.

Created in partnership with Red Tettemer O’Connell + Partners (RTO+P), the commercials will feature Reyka’s unofficial spokesperson, Frikki – a quirky Icelander who started popping up around the Euro Cup and holidays on the Reyka Vodka social channels last year.

Reyka-vodka-groundhog-day

View the videos by clicking the links below:

We have no groundhogs in Iceland. But that doesn’t stop us from celebrating Groundhog Day.

Happy Winter Solstice from Reyka. Up here in Iceland, the shortest day of the year is even shorter.

In Iceland, we love our vodka. We also love age-old wisdom about drinking responsibly.

The spots, running through August during primetime broadcast and cable television slots play off some of the similarities between Portland and Iceland and emulate the fun and eccentric persona of Reyka Vodka.

Reyka Vodka National Ambassador, Trevor Schneider, will also be spending dedicated time in Portland, Oregon to meet with bartenders, host press events and lead local activations

William Grant & Sons has seen success using this beachhead approach most recently with Milagro Tequila in the Colorado market where they’ve seen accelerated depletions of over 40% year to date. There, the award winning tequila took a more grassroots approach in the Denver market focusing on the on-premise with the addition of a full-time Tequila Associate, the launch of targeted out of home media, the sponsorship if numerous events, and Brand Ambassador engagement.

For more information, visit Reyka.com.