Emblem PR named agency of record for LAIE Vermouth

Emblem Public Relations has been appointed agency of record for LAIE Vermouth, marking the start of a campaign to introduce Spain’s vermouth culture to the United States.

Founded by Barcelona-based Alex Cardona and California restaurateur Raj Nallapothola, LAIE is crafted by one of Spain’s oldest vermouth producers, blending 20 aromatic herbs and spices with wine and neutral grain spirit. The name pays tribute to the ancient Laietani people of the Iberian Peninsula.

Raj Nallapothola, LAIE co-founder: "Emblem PR has built its reputation over the better part of two decades by performing for brands like ours with layer upon layer of honest, intentional and compelling stories to be told. LAIE and Emblem align on many facets and we're thrilled to be working with the Emblem team."

Building media presence in the US

Emblem PR will focus on expanding LAIE’s media visibility through proactive engagement with lifestyle, food, and beverage outlets. Work began immediately after the agency won the account in February 2026.

Colin Baugh, founder and president of Emblem PR: "There is a magic to the 'vermouth hour' experience in Southern Europe that we want to help LAIE bring to the US. Today's drinkers are looking for lower-alcohol consumption moments that are transportive, are rooted in authenticity, and that tell a story. LAIE delivers on all of those values."

LAIE Vermouth details

LAIE Red is a ready-to-drink bottled vermouth that can be served chilled over ice with an orange and olive or incorporated into cocktails such as spritzes and negronis. The base is 75 percent Cava wine from Penedes, blended with 25 percent neutral grain spirit, non-GMO sugar, and 20 botanicals including wormwood, gentian, elderflower, cinnamon, sarsaparilla, young walnuts, and local citrus rinds. The botanicals are first infused, then combined with the spirit and wine in a 3,000-litre oak vat for three months before final storage in stainless steel.

www.emblempr.com

www.laievermouth.com

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