Savage Rabbit Vodka has made its first entry into the Australian market, launching with a comprehensive multi-channel campaign. The campaign encompasses PR, digital, social media, and retail activations.

Maven PR has spearheaded the local communications rollout, which includes various PR touchpoints and influencer campaigns. The campaign’s highlight was an immersive launch event at Sussudio Sydney.

Purpose Digital isresponsible for the social strategy and execution of paid media. The digital campaign was structured in phases, beginning with brand awareness, followed by traffic and conversion efforts.

The pre-launch phase focused on teasing the brand, building intrigue, and driving early follower growth. Paid performance followed a phased strategy, starting with awareness, then shifting to traffic and conversion, with creative refreshes weekly across Meta and TikTok. Boosted UGC, Reels, and creator-led assets featured prominently, resulting in over three million impressions, the company said.

The campaign was conceptualised and overseen by Nikki Romans Consulting.

To maintain visibility following the launch, Savage Rabbit partnered with Cardea, a cocktail bar located in Barangaroo. This collaboration led to the creation of the Rebel Rabbit, a limited-edition cocktail crafted by Cardea’s Head Mixologist, George Bekarian. The cocktail is described as a “balanced, spicy-sweet serve” that showcases the vodka’s clarity and character.