Brown-Forman is an American multinational and owns big brands in the beverage industry. Approach is responsible for Brown-Forman’s PR activities in Brazil, using the press office as a communication tool to construct and consolidate brands in the Brazilian market, as well as develop materials, influencer activities and partnerships. Each product has its own audience and its unique PR strategy. Members of the Brown-Forman brand portfolio include: Jack Daniel’s, which seeks new consumers by publicising cocktails with the beverage and striking up relationships with opinion leaders; Woodfood Reserve, which wants to create a bourbon culture, attracting a sophisticated audience through exclusive tastings; and El Jimador which uses humour to strengthen ties with a younger audience.