KATIE MCDUFF
HEAD OF MARKETING
01
PROGRAM IDEATION + INNOVATION STRATEGY
In response to a growing category and celebratory timeframe, Beyond the Bourbon was developed to support top bourbon brands during the month of September. Backed by category insights, this program was a full 360 campaign and was activated in all RNDC markets across our footprint.
KEY WINS:
135 Activated Retail Displays, 65+ Menu Features, +67K 9L Cases
02
CHARITY PARTNERSHIP
Partnering with Kiss the Ground, a non-profit promoting regeneration of lands to provide years of sustainable practices through storytelling, education and advocacy.
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Beyond the Bourbon donated $20K from the sales of the program to support the Kiss the Ground initiative.
03
BEVERAGE STRATEGY
In an effort to showcase and promote 7 top bourbon brands, our mixology team expertly crafted both spirit forward and novice cocktails to speak to all levels of bourbon drinkers. Not a bourbon drinker? Wine pairings were offered alongside these cocktails as well to promote inclusivity of both the spirit and wine industry.
04
CREATIVE DEVELOPMENT
POS elements were designed and printed to support the full network sales teams. These materials were boasted in accounts from coast to coast and drove trial and purchase with the consumer. Interactive QR codes were included that directed consumers to a digital experience with cocktail recipes and the charity of choice, Kiss the Ground, was highlighted.
SCAN & ENJOY!
Scan the QR Code on your mobile device and experience the Beyond the Bourbon consumer cocktail experience!
05
CONSUMER EXPERIENCE
Utilizing TapSkan technology, we encouraged consumers to engage with our in store displays and on premise offerings. This experience provided them with an interactive quiz based on preferred flavor profiles. At the end of the quiz, they were recommended their ideal bourbon and were provided with spirit forward and novice cocktails to try as well as recipe videos to enjoy while crafting their cocktail at home.
© 2024 by Kaitlin McDuff | kaitlinmcduff.com