Southern Wine & Spirits of America, Inc. Announces “Keep The Flask” Cocktail Promotion Partnership with 11 Florida Hyatt Hotels
For Immediate Release                          Contact: Brad Vassar
                                                                Executive Vice President, General Manager
                                                                 Southern Wine & Spirits of America, Inc.
                                                                 Telephone: (305) 625-4171

Southern Wine & Spirits of America, Inc. Partners with 11 Florida Hyatt Hotels To Introduce New "Keep The Flask” Drinks Promotion

Hyatt’s 11 Florida Properties to Launch Creative Cocktails Featuring Cruzan Rum, 1800 Silver Tequila & Stoli BlueBeri and Razberi Vodkas  with Colorful Flask Collector’s Series 

Southern’s Corporate Marketing Team Coordinates 3-Month Florida Drinks Program

     MIAMI - Florida, February 14, 2007 – The Southern Wine & Spirits of America, Inc.’s Corporate Marketing Team kicked off a new promotion with 11 Florida properties of Hyatt Hotels called “Keep the Flask” – a creative cocktail promotion involving three best-selling brands, Cruzan Rum from Future Brands, Inc., 1800 Silver Tequila from Skyy Spirits, LLC, and Stoli Blueberi and Razberi flavored Vodkas from Pernod-Ricard USA and was timed for Super Bowl XLI in Miami on February 4, 2007. Under “Keep The Flask” promotion, Hyatt Hotel guests may purchase one of three vibrantly designed flasks, when ordering one of the signature cocktails.

     Mr. Brad Vassar, Executive Vice President, General Manager of Southern Wine & Spirits of America, Inc. said, “In keeping with our Value-Added partnership commitment for both our Suppliers as well as our Customers, we are proud to present this unique concept surely to generate consumer trial and awareness on our participating products as well as increase beverage alcohol sales for Hyatt during this critical selling period.”

     Paul Tang, Vice President, Managing Director of Hyatt Regency, Grand Cypress in Orlando, Florida, said, “To help rejuvenate our Tropical Drinks business, we were looking for a festive, memorable way to add some excitement to our innovative drinks program at our Miami property as well as all our other Florida properties. By working closely with Southern’s Corporate Marketing team, we were able to come up with this creative cocktail promotion, “Keep the Flask”, which offers our customers a tropical keepsake along with a delicious cocktail. When our waitstaff and bartenders present the Flask, everyone will take notice and the trend has begun.”

     Lisa Barghahn, Vice President, Director of Corporate Marketing, Southern Wine & Spirits of America, said, “The program was presented at a recent brainstorming session with Florida Hyatt Food & Beverage executives. Among the agenda topics was to develop a fresh approach to their Tropical Drinks format. After our two-day Hyatt ‘road show’, the ‘Keep the Flask’ Promotion was finalized, and we are thrilled to see the first five properties rolling out for this high-traffic Super Bowl weekend. As part of our creative charge, the Hyatt-SWS workshop developed the first ever ‘Floating’ table tent, which are actual drink menu Rafts floating in the hotel’s swimming pools. It was Mr. Tang’s vision to bring us all together; he has provided great support and inspiration for his management as well as SWS’ Sales and Marketing associates.”  

       Ms. Barghahn also noted, “Regarding the flask program, we wanted to maximize execution and ownership of each Hyatt associate. To this end, the Hyatt/SWS team developed an integrated set of cocktails proprietary to each property, and the specialty drinks are named the “Mojo Mojito” with Cruzan, the “Ultimate Margarita” with 1800 Silver, and the “Very Berrytini” with Stoli flavored Vodkas.” Ms. Barghahn added, “These collectible flasks are memorable souvenirs for Hyatt guests, and the entire promotion will be featured from the back bar of each property’s bars and restaurants, on posters, at check-in and in waitstaff recommendations to Hyatt patrons. We have also developed a full set of training and serving tips for our Hyatt staff. All in all, we are extremely excited about working closely with our Hyatt partners to make this “Keep the Flask” promotion a great success for the brands we proudly represent and customers we serve.”

     Mr. Vassar said, “Our Corporate Marketing Group, and this new Southern Wine & Spirits of America On Premise promotion is reflective of Southern’s single-minded focus on, and our industry-leading commitment to, serving and sharing with our supplier partners as well as our on- and off-premise Accounts the most successful strategic and tactical marketing programs we have already successfully developed in the growing number of markets we proudly serve.”

About Global Hyatt Corporation:

There are 215 Hyatt branded hotels and resorts (over 90,000 rooms) in 43 countries around the world, operating under the Hyatt®, Hyatt Regency®, Grand Hyatt® and Park Hyatt® brands. Currently, there are an additional 49 Hyatt hotels and resorts under development, including 15 new hotels in China. Hyatt Corporation (domestic U.S., Canada and Caribbean hotels) and Hyatt International Corporation (international properties) are subsidiaries of Chicago-based Global Hyatt Corporation. Global Hyatt Corporation is also the owner of Hyatt Vacation Ownership, Inc. operators of the Hyatt Vacation Club (timeshare and fractional residential product), Hyatt Equities, L.L.C. (hotel ownership), Select Hotel Group L.L.C. (which owns, operates and franchises AmeriSuites hotels, Hyatt Place and Summerfield Suites hotels) and U.S. Franchise Systems, Inc. (which franchises Hawthorn Suites, and Microtel Inns and Suites).

From the U.S. and Canada, reservations for any Hyatt hotel worldwide may be obtained by calling 1-800-233-1234 or logging onto For Hyatt Place reservations and information, call 1-888-HYATT-HP or visit


About Southern Wine & Spirits of America, Inc.:

     Southern Wine & Spirits of America, Inc., the nation’s leading wine and spirits distributor with a tradition of delivering the highest levels of service excellence since 1968, currently conducts business in 27 states. The Company operates in Alabama, Arizona, California, Colorado, Florida, Kentucky, Hawaii, Illinois, Maine, Mississippi, New Hampshire, New Jersey, Nevada, New Mexico, New York, North Carolina, Pennsylvania, South Carolina, Vermont, Virginia, and West Virginia.  The Company has a strategic partnership with Alaska Distributors Co. of Seattle, Washington, called Southern Wine/Spirits West, a joint venture that has wine and spirits brokerage operations across the Northwest Control States of Idaho, Montana, Oregon, Utah, Washington, and Wyoming.  On a national basis, Southern Wine & Spirits of America, Inc. employs more than 10,000 team members.

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Please Note: Super Bowl, Cruzan, Stoli, Mojo Mojito, 1800 Silver Tequila and Ultimate Margarita are all Trademarks of their respective owners. 




Posted on Wednesday, February 14, 2007 (Archive on Wednesday, February 21, 2007)
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