WhistlePig And Competitors: Marketing Campaigns
The most recent marketing campaigns for WhistlePig, Woodfort Reserve, Bulleit Distilling, and Diageo’s Crown Royal have been outlined below. Each company has used a different strategy to win the interests of their consumers. The approaches ranged from the use of social media to partnering with local artists as well as to incorporate food, entertainment and sports.
We found information on all competitors except Heaven Hill Distilleries and Few Spirits. To have a complete report on all competitors, we went searching for reports from industry experts. As a result, we found articles from The Drinks Business, The Spirits Business, and Chicago Tribune. The Drinks Business provide data on the appointment of a new master distiller — the Spirits Business named Heaven Hill Distilleries as one of the whiskey brands to watch in 2019. The article also shared on how Heaven Hill has plans to pump US$65 million into enhancing its operations in Bardstown, Kentucky. Finally, the Chicago Tribune shared that Few Spirits is shifting its focus to South America and Africa where they have not imposed retaliatory tariffs. However, in none of these articles or reports, was information provided on the marketing campaign of these two companies.
Our second strategy involved sourcing data from company websites of Heaven Hill Distilleries and Few Spirits. Few Spirits' websites did provide several articles; however, they are outdated and did not provide any information on the company’s marketing campaigns. We saw one article that was published in 2018. However, it spoke of a book signing, but said nothing about the company's marketing campaign. Heaven Hill Distilleries’ news articles shared no information on their marketing campaigns, but instead focused on partnerships and projects.
Our third strategy involved sourcing data from social media platforms such as Facebook and Instagram. On Facebook, several posts about Heaven Hill Distilleries highlighted the various products they offer. In terms of Few Spirits, their twitter page had several posts on the company’s American Whiskey. Similarly, their Twitter and Instagram pages highlighted their product offerings but did not indicate their campaign strategy. Our findings on WhistlePig, Woodfort Reserve, Bulleit Distilling, and Diageo’s Crown Royal are highlighted below.
The company, in collaboration with New Frieze York, partnered with local artists in communities around the world to create Bulleit Bottle impressions. These artists created their pieces by laying paper on top of Bulleit bottles. They used their medium of choice to create an impression by pressing down on the bottle’s raised lettering. The partnership also resulted in Bulleit inviting adult visitors at Frieze New York to join in on the campaign by tagging photos of their artwork on Instagram using the hashtag #FrontierWorks. The bottle impressions celebrate and bring life to the frontier spirit of artistic expression.
Diageo’s Crown Royal
The company launched its most massive responsible drinking campaign in 2018, which was called The Water Break. The campaign aimed to remind American football fans to take regular water breaks, aiming to encourage responsible consumption on match days. The Water Break campaign began with a 30-second advert on television during the season opener in September. To further highlight their message Crown Royal partnered with former professional footballers Brian Westbrook, DeMarcus Ware and Ed Reed. This campaign marked the second year the company used football advertising to promote social responsibility. The campaign can be viewed via the link provided.
Ahead of the company’s biggest advertising event, the Kentucky Derby, Woodfort worked closely with Facebook to create a mobile video campaign that would capture the attention of its audience. Along with Facebook, Woodfort also partnered with creative agency Kertis Creative. This partnership aimed to repurpose Woodfort's TV commercial into two mobile-optimized video ads for the platforms of Facebook and Instagram. For the campaign, the company targeted a broad audience of adults aged 21 and older interested in whiskey or the Kentucky Derby. Key influencers were also targeted using a Custom Audience as well as Employer targeting. The campaign can be viewed via the link provided.
With the debut of WhistlePig’s PiggyBack Rye Whiskey to the US market, the company will launch an all-encompassing marketing campaign. This campaign is under the tagline “Together We Rye.” The brand will be brought to life across several platforms such as sports, entertainment, and food. The campaign will reach WhistlePig’s current and future fan base. So far the company has collaborated with G.Stone Motors for the campaign. The campaign can be viewed via the link provided.
In conclusion, we have presented the most recent marketing campaigns for WhistlePig, Woodfort Reserve, Bulleit Distilling, and Diageo’s Crown Royal. In each case, we have identified the duration of the campaign, the agencies that created or promoted the campaign, the platforms utilized for each campaign, and a link to actual campaign.