Deutsch Household Wine and Spirits has named Tombras its media company of document (AOR), it solely instructed ADWEEK.

The account expands an present partnership between the pair. Tombras is at present inventive AOR for Yellow Tail and Josh Cellars.

Now, as media AOR, the company’s Knoxville, TN headquarters and its New York Metropolis workplace will service media planning and shopping for throughout the model’s total portfolio together with Cantera Negra Tequila, Bib & Tucker Bourbon, and Redemption Whiskey.

Deutsch declined to reveal the whole measurement of the account in billings. Nonetheless, in line with Dan Kleinman, chief model officer at Deutsch, media spending throughout its portfolio ranges between $40 million and $50 million.

Havas Media was Deutsch’s earlier media AOR for over 14 years, though Tombras dealt with paid social since 2021. The evaluation course of started in late July and lasted practically 4 months. It concerned two different shortlisted businesses, Havas Media and Horizon Media.

Kleinman instructed ADWEEK that streamlining media throughout one company would enable the model to “maximize efficiencies and cross-pollinate learnings.”

In 2025, Deutsch deliberate to check spending extra on TikTok, because the platform opened paid offerings to beverage alcohol advertisers final summer time. Nonetheless, with the app’s uncertain future, Kleinman stated the model’s TikTok spend is TBC. For now, it can shift to Meta and YouTube Shorts the place it’s seen elevated gross sales and “vital success in driving each fairness metrics and robust brief and long-term ROI.”


President Donald Trump signed an executive order Monday night instructing the attorney general’s office to delay enforcing the law that banned TikTok in the U.S. effective Sunday for 75 days.

The scope of the brand new partnership contains partaking new and present customers. Tombras plans to make use of its propriety Tombras ID platform, which makes use of third-party information units to establish client transaction conduct, location, and viewers curiosity, to succeed in extra folks.

“We wish to maintain the media accountable to precise gross sales,” shared Tombras president, Dooley Tombras. “A part of how we do that’s the method that we’ve constructed out our tech stack on the measurement aspect.”

The evaluation

The evaluation course of started in July 2024 and lasted practically 4 months.

Deutsch needed to search out an company that will “convey us full-funnel options and measurement in addition to maintaining us on the forefront of media and personalization alternatives,” Kleinman stated.