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Single Barrel Bourbon

Product Launch - Portfolio Extension

Role: Spearheaded marketing and e-commerce strategy for the brand's first-ever portfolio extension, a limited-edition single barrel offering. Developed the go-to-market approach and launch campaign, leveraging e-commerce to unlock distribution to customers across 40+ states and reach well beyond the brand's traditional retail footprint.

The marketing campaign was anchored by a cohesive storytelling framework built to do two things simultaneously: elevate brand perception through premium positioning and drive urgency around the product's limited availability. Every channel and asset reinforced that narrative: Happenstance Single Barrel was a rare, high-quality spirit worth seeking out.

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The integrated marketing campaign spanned the full funnel over three months:

Social & Influencer: Developed educational and FOMO-driving content; gifted top whiskey influencers to generate authentic, organic reviews and expand reach within a highly engaged, eager audience

Paid Digital & Email: Converted awareness into purchase, with email emerging as the top-performing channel across the campaign

Press: Coordinated a press release timed to launch, earning coverage that strengthened brand credibility and extended reach within the spirits community

Events: Hosted an intimate launch dinner that brought the bourbon's story to life and created meaningful, real-world trial moments for key stakeholders and press