Challenge

Ole Smoky Moonshine, now the leading distiller of premium moonshine in the world, came to us in 2018 because they wanted to grow the business by expanding into new market and to tell their story in a more authentic and impactful way.

Solution

So our team went to work to reinvent the brand foundations and truly understand what it is about Ole Smoky that compels consumers to purchase. We started by developing a new brand architecture that redefined the Ole Smoky positioning in order to accommodate new additions to the portfolio and prepare the brand for future growth. And then we brought it all to life with a strategic, laser-focused media campaign coupled with insights driven creative assets to drive awareness for the brand, the categories and increased conversation in our key markets.

Ole Smoky is the most visited distillery in the world
Ole Smoky Moonshine now dominates the moonshine category, taking up 70% of market share
Since we took over in 2018, the business has tripled in growth
Last year, Ole Smoky was one of the fastest growing spirits brands in the country with total dollar sales up 24%, which outpaces every other major brand of American Whiskey

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