360° Integrated Brand Campaign

Being selected as the lead agency to bring this challenger whisky to market is pretty much as cool as it gets. The incredible team over at the Virginia Distillery have been breaking the mold for years and were looking for the right partner to elevate the brand to the next level. The goal was simple. Concept, produce, and launch a 360° brand campaign that would first target their B2B audience while setting the foundation for a full fledged consumer campaign to follow.

It all began with the research and data and our team combed through this to find key insights that would allow us to separate this brand from the vast array of options within the whisky space. What appealed to us most was the founder’s story. Cutting against the grain, this company was founded in the heart of the Blue Ridge Mountains with a story that is both interesting and inspiring to hear. This became the foundation for the campaign we called “No Matter The Path”.

Brand new product photography was developed for the campaign

No Matter The Path

“Courage and Conviction is an inherited vision. It redefines the standard of American whisky, not because we were born for it, but because we were called to it. With each step, we all move forward, but it is the path that shapes us. We look within, to find something greater. And we hold…Courage & Conviction. No Matter the Path.”

Campaign Brand Spot

The core marketing piece for the campaign was a brand spot designed to tell the founder’s story, highlight the unique aspects of the product, and inspire new customers to consider Courage & Conviction.

eCommerce Website

Along with the campaign, we were tasked with designing and launching a new website for the brand that would highlight the product in a powerful way and engage customers like never before.

Credits: Directed by Austen Paul, music by Matter Music.