Headline: Initiative Media bags Triumph Distillers account

Initiative Media has picked up the US$1.8 million account of Triumph Distillers & Vintners, the company floated by former UDV managing director Deepak Roy. The account was previously handled by Carat, with SSC&B Lintas handling creative duties. Triumph's flagship brand is Gilbey's Green Label Whisky, which sold 2.4 million cases last year. It has plans to launch a new brand of rum, as well as to market the energy drink Cult, which will be imported and compete with other similar brands like Red Bull.