Yellowstone Bourbon

WEAVING A HERITAGE STORY TO WIN BIG FOR AN ICONIC BOURBON BRAND

Challenge

Raise awareness among Yellowstone’s target audiences, create brand affinity, and secure social and editorial coverage to drive sales in a new market.

Approach

We created a three-part communications program that included media events, influencer partnerships, and earned editorial coverage, and leveraged some of the brand’s best assets: its heritage and the association of its name with the American West – positioning these in a fresh and inclusive way. We wove this messaging through all our communications to tell the most compelling story possible. We collaborated with influential people in the whisky and lifestyle spaces to create high-quality original paid and unpaid content on their social channels and hosted engaging tasting events to further spark storytelling.

Results

Impressions

Through ongoing storytelling, A&C exceeded expectations, securing opportunities in top tier outlets and getting Yellowstone into the hands of key media. To date, our work with the brand has resulted in over 22.4 million impressions across print, online, broadcast and social media and counting, as well as record sales among the category.