Brand Management

| April 6, 2011
Laura Webb

Laura Webb

When Brown-Forman introduced Chambord Vodka to the world, it highlighted the smooth transition from its namesake liqueur to vodka with the tagline “Natural Black Raspberry – Meet French Vodka.”

Their latest introduction: Laura Webb.

After assisting various Brown-Forman brands with portfolio innovation, Webb has joined the Chambord team as North America brand director.

For Webb, coming from a role as director of portfolio innovation, the transition was just as smooth as the brand she now heads up.

“I started on the brand side with other groups, so this has been a great move back on to brand marketing,” Webb said. “Coming back into a brand role, the fun is being a part of consumers’ lives in a way that impacts and brings joy to them. Seeing and being a part of a brand coming to life in a market and being behind the scenes of it all is a really neat experience.”

Webb’s new position has come at the busiest time of the year: Derby.

“There is so much going on with Chambord right now,” she said, “which is one of the most exciting parts of my role at the moment. We have a great sponsorship with Betsey Johnson through Derby season. We are spotlighting an event for the Kentucky Oaks and also sponsoring The Mint Jubilee.”

With a multitude of partnerships going on throughout Derby and beyond, including a number of events moving into the summer and holiday seasons.

“I’m taking on the brand from someone I’m convinced never slept, but it is all very exciting,” she said.

First stop on the Derby train: the Brunch with Betsey Johnson taking place the Thursday before the Kentucky Oaks 137 at the Louisville Marriott Downtown. Through Chambord’s partnership with Betsey Johnson, the iconic designer has agreed to design three Derby-style hats to be auctioned off through various sweepstakes, including one to be given away at the brunch.

The next day, Betsey Johnson will serve as one of the judges for the Kentucky Oaks Fashion Contest where women will be encouraged to walk the pink carpet. In turn, Chambord will donate $10 per participant to a breast cancer charity.

Since launching Chambord Vodka in February of last year, the campaign has been non-stop with innovation at the forefront.

“There has been lots of activity on this product, whether we are trying to form new drinks, or keep in contact with our fans, it has been a great success and rewarding seeing this brand really start to have a presence,” Webb said.

A Louisville native, Webb attended Colgate University for undergraduate studies and Vanderbilt for her MBA. It was during this time she took a job with Ernest & Julio Gallo Winery and fell in love with the beverage industry.

Since then, Webb has had a particular interest in building a brand connection.

“One thing (Brown-Forman) really focuses on is communicating with our consumers and biggest fans,” Webb said “Our Facebook page has been a great way to do that. We try to get as much information out as possible and really want consumers to feel like they are a part of this brand. Our goal is to keep them excited about the brand, particularly for Chambord Vodka. Since consumers have so many options to choose from, building our connection with consumers and having them really believe in our brand is a big deal for us.”

Now in 25 countries worldwide, Chambord has definitely made a name for the brand – and Webb is helping to make an even bigger name for Chambord Vodka.

French manhattan

Chambord French Manhattan

Laura Webb shares one of her favorite Chambord recipes.

  • 2  oz. Woodford Reserve Bourbon
  • 1 oz. Chambord Liqueur
  • Dash of Bitters

Shake ingredients with ice and strain into a martini or rocks glass.

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Category: The Profile

About the Author (Author Profile)

Lauren DePaso
Voice-Tribune Staff Writer Lauren DePaso enjoys being a tourist in her own city, exploring the nightlife and cheering on the Cards. A Louisville native, she currently resides in St. Matthews.

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