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Ireland’s Only Premium Vodka

On the weekends, I wear a black, short-sleeved T-shirt with the logo for Boru Vodka imprinted on the front. On the back, a slogan reads “Boru on Hope: Hope begins in the paddock and ends at the finish line.”

Boru accomplished a major marketing coup by getting me to wear its T-shirt. Whoever supplies their promotional products knew that spending the extra money for a quality item would pay off. I collect many oversized, fast-fading T-shirts from events and promotions—almost all of them become rags or go to Goodwill.

The Boru shirt fits me; its imprinting is still crisp after many washings and the campy slogan is a conversation starter. Not only do I associate positive feelings with the brand, the vodka essentially receives free advertising when I’m in public. I’ve become an unintentional walking billboard.

Boru achieves intangible benefits as well, namely word-of-mouth advertising. Think how many times I’ve mentioned Boru already in this column. If you like vodka, you’re more likely to remember the brand. At the very least, now you know that it’s Ireland’s only premium vodka (distilled five times). From a bar in Alexandria, Va., Boru just expanded its marketing reach to a nationwide audience of Print Solutions readers with one promotional product giveaway. And I’m not the only one with the T-shirt!

Specialists in the promotional products industry know it’s not about selling “stuff.” They use the products to achieve their clients’ business goals. For print distributors to compete successfully with these experts, it’s necessary to think and sell like they do. Print Solutions’ exploration of the industry in this issue takes that to heart. We focus on what separates successful distributors from the middle of the pack in a series of stories beginning on page 14.

Andy Brown
Managing Editor
abrown@PSDA.org