Eric Felten covered Absinthe in the May 9/10 weekend edition with a front page photo and jump to a great rating and review of Mata Hari. To give some perspective for those of you overseas, this kind of coverage is a major PR coup in the US. Eric is a very influential writer and blogger, and of course the WSJ is an extraordinarily influential publication.
In addition to the coverage and attention for the category, it was significant that the story captured the positioning and message we’d been working on for the brand. While the title indicates the author wasn’t enthralled with the flavor of absinthe in general, he did pick up on our point of difference…a lower licorice profile which makes it more mixable. And the fact that he included a photo of the bottle was an added bonus.