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Expanding the Reach of Austin Cocktails

The Challenge

Our challenge was to break into the mainstream spirits market and reveal the white space for premium, pre-made cocktails.

How We Got There

The EvolveMKD team developed a strategic pitch calendar focusing on key lifestyle and food consumer media, beverage trade media, business media and influencer outreach. Our agency conducted targeted media outreach highlighting the production process, business model and organic ingredients. We also partnered with celebrity trainer and reality star Craig Ramsay for an experiential Cocktail & Stretch event in Los Angeles to educate top-tier influencers on the premium pre-made spirits market.
Capitalization on national holidays and trends that showcased a unique ingredient story, including targeted outreach around Margarita Day, Mojito Day, and pre-made cocktails as the latest cocktail trend, resulted in media coverage in Las Vegas Morning Blend, WSMV’s Today in Nashville, amNY.com, Bartender.com, HerMoney.com and more.

The Results

IMPROVED REACH: We generated over 3M impressions and 800K social media mentions from May-July 2019 across long lead media, short lead media, and influencers including: amNewYork.com, Observer.com, Beverage Media Group, Bravo TV’s Carl Radke, and celebrity fitness trainer Craig Ramsay.

 

GAINED BRAND EXPOSURE: The program secured full feature stories on both the products and founders, highlighting the Austin Cocktails brand and the women behind it.

 

BOOSTED SALES: The campaign successfully moved the needle in sales as a result of organic product seeding to top-tier media and influencers.

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