Atsby New York Vermouth Announces First-Ever Commercial for American Vermouth
“Atsby Vermouth: Find Your People” Video Spot Urges Us to Go Beyond Expectations
NEW YORK, September 9, 2013 /PRNewswire/ — To celebrate the one-year anniversary of the debut of Atsby Vermouth, Rhys & Rylee, a New York City-based producer of artisanal New American Vermouths, today announces the launch of the first-ever American Vermouth commercial. Spotlighting the company’s Atsby “Armadillo Cake” and “Amberthorn” vermouths, the video encourages consumers to go beyond their expectations and their comfort zones in all aspects of their lives. The commercial will air beginning on September 9, 2013.
The commercial features an intriguing woman apparently from the Victorian era – when vermouth first came to New York City and was the fashionable drink – cautiously entering a dive bar. She is visibly uncomfortable with the setting and its raucous and wild clientele. That is, until she meets the gaze of another patron – dressed quite differently than she – sipping Atsby Vermouth.
“We are proud to have produced the first-ever commercial for an American Vermouth,” said Adam Ford, creator of Atsby New York Vermouth. “Keeping in line with our primary purpose of introducing Americans to delicious, sippable vermouths, the ad is intentionally thought-provoking and fun. We’re trying to get people to go beyond their preconceived notions of who their people are or are supposed to be. It’s not simply people who share your style, it’s people who share your values and worldview. At the same time, we’re asking consumers to go beyond what they think vermouth is and try Atsby Vermouth as a stand-alone drink and as the base ingredient in cocktails.
“In only one year we’ve managed to reinvigorate what was a dead and forgotten category in America, with vermouths that return its image to, once again, that of a noble and fashionable drink.”
“Atsby Vermouth: Find Your People” was directed by Vika Evdokimenko, a New York University MFA candidate. Known for supporting emerging New York artists across various mediums, Atsby Vermouth, provided the financial support to make the production possible.
“I was inspired by Atsby restoring romance to the vermouth category by modernizing it, while simultaneously linking it with the fascinating historical period when vermouth was very popular in New York City and America. I took it one step further by placing a retro character in a completely modern context, where she finds a surprising ally,” said Evdokimenko. “Vermouth is a drink with a rich American and specifically New York history and the spot plays on the idea that Atsby’s complex and multi-layered flavors bring together the old and the new, history and today, high and low culture. As a student, I’m grateful for companies like Rhys & Rylee that are willing to support artists and their visions.”
The commercial will be promoted nationally through PR Newswire in all of Atsby Vermouth’s current markets: New York, Illinois, Massachusetts, Texas, Tennessee, as well as internationally in Copenhagen, London, Amsterdam, and Spain. Soon-to-launch markets, such as California, Washington D.C., Maryland, Virginia, Florida, Nevada and Japan, will also be included. The commercial will also be promoted through Atsby Vermouth’s social media platforms, including Facebook, Twitter and Tumblr.
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About Rhys & Rylee
Headquartered in New York City, Rhys & Rylee is a producer of artisanal American vermouths. Founded by Adam Ford, a vermouth revolutionary, its first product line, Atsby New York Vermouth, is redefining the category. Its two expressions, Amberthorn and Armadillo Cake, are flavorful yet nuanced New Vermouths that can be sipped neat, chilled, on the rocks or in cocktails. For more information please visit atsbyvermouth.com. The company can be friended at Facebook and followed on Twitter, Tumblr and Instagram.