Deutsch Family Wine and Spirits Names Tombras Media AOR

Deutsch Family Wine and Spirits has named Tombras its agency of record (AOR), it told ADWEEK exclusively.

U account expanding an existing collaboration between the pair. Tombras is currently creative AOR for Yellow Tail and Josh Cellars.

Now as media AOR, the agency’s headquarters in Knoxville, TN and its New York City office will serve media planning and buying across the brand’s portfolio, including Cantera Negra Tequila, Bib & Tucker Bourbon and Redemption Whiskey.

Deutsch declined to disclose the total size of the billed account. However, according to Dan Kleinman, head of brand at Deutsch, the average spend in its portfolio ranges between $40 million and $50 million.

Havas Media was Deutsch’s previous media AOR for more than 14 years, although Tombras handled paid social from 2021. The review process began at the end of July and lasted almost four months. It involved two other shortlisted agencies, Havas Media and Horizon Media.

Kleinman told ADWEEK that streamlining media into one agency will allow the brand to “maximize efficiencies and cross-pollinate learnings.”

In 2025, Deutsch planned to test spending more on TikTok, as the platform opened paid offers to advertisers of alcoholic beverages last summer. However, with the app’s uncertain futureKleinman said the brand’s TikTok spending is TBC. For now, it will move to Meta and YouTube Shorts where it sees an increase in sales and “significant success in driving both equity metrics and strong ROI in the short and long term.”

The scope of the new partnership includes engaging new and existing consumers. Tombras plans to use its Tombras ID platform, which uses third-party data sets to identify consumer transaction behavior, location and audience interest, to reach more people.

“We want the media to be responsible for actual sales,” Tombras president Dooley Tombras said. “Part of how we do that is the way we’ve built our technology stack on the measurement side.”

The magazine

The review process began in July 2024 and lasted almost four months.

Deutsch wanted to find an agency that would “bring us full-funnel solutions and measurements, and keep us at the forefront of media and personalization opportunities,” Kleinman said.