Scope of Work
While rooted in New Orleans, Sazerac Rye Whiskey is produced at the Buffalo Trace Distillery in Kentucky. This has resulted in the brand lacking an authentic connection with New Orleanians. Furthermore, sales have remained flat while competition in the category has intensified.
Video Production & Post-Production
The approach taken by Fridge in developing the video for Sazerac Rye Whiskey was two-pronged: to showcase the whiskey’s versatile, crisp, and cocktail-worthy qualities while also capturing the essence of New Orleans. The bartender series accomplished just that. Bartenders were asked to create cocktails that enhanced the flavor of the spirit. The shots were captured using moody, natural lighting and were enhanced with textures, classic music, and typography during post-production.
Fridge deployed an awareness and engagement campaign focused on depicting life in New Orleans from a local’s perspective. Fridge also produced social videos featuring local watering holes and bartenders. The videos were shared on social media and promoted with paid advertising, which helped to expand the brand’s audience. As a result, Sazerac Rye’s Instagram presence grew significantly within nine months.
Fridge partnered with Abita Brewing Company, a loyal client, and the 610 Stompers, a popular all-male dance group in New Orleans known for sporting jorts, to promote Sazerac Rye Whiskey. Fridge created a sweepstakes promotion where the lucky winner would get a VIP experience at the dance group’s annual Mardi Gras extravaganza. This campaign was advertised through social media and in-store retailers. The campaign was promoted on social media organically and with paid advertising. For in-store promotion, Fridge created hangtags on the Sazerac Rye bottles and life-size standees of the 610 Stompers with the two alcohol brands in hand (Sazerac Rye and Abita Beer). Throughout the 12-week promotion, Sazerac Rye’s Instagram reach increased by 92% and engagement grew by 105%. Overall sales increased by 9% during the campaign period.
Leveraging brand partnerships is an opportunity to add value and engage with a new audience.
Lena Liller, COO & Media Director