Working within a tight budget and focusing relentlessly on the company's core brand values: quality, innovation and style, PR & Company created a solid messaging architecture for Skyy Spirits, including media training, a messaging guide covering corporate and product-specific messaging, an issues guide, and strategic communications training for the company's leadership. PR & Company created a premium press kit tastefully packaging the new SKYY Berry, Vanilla and Spiced vodkas as well as the existing SKYY Citrus and SKYY Vodka, and shipped more than 300 packages to key consumer and business reporters. PR & Company also created a business-focused press kit and organized and managed New York and San Franciso tours for Skyy Spirits leadership and more than one dozen members of the media.