Ole Smoky Tennessee Moonshine
Tasked with the branding and launch of the first federally licensed moonshine from Tennessee, with the marching orders that there be no paid advertising. Brackeen orchestrated a robust public relations campaign, “front porch concerts” at the distillery, tasting events, and a series of launch parties. Within the first week of business, sales exceeded first quarter expectations.
Highlights:
First “pitched story” covered by Today Show in East Tennessee since the 1960s
Featured in the New York Times, Wall Street Journal, Rolling Stone, People Magazine, CNN, Travel Channel, Discovery, Martha Stewart Living Radio, and more in first three months of engagement
Brand partnerships with Music City Roots, Bristol Motor Speedway, Aspen Food & Wine Festival
Flagship distillery overtook Jack Daniels as most visited distillery in the nation within first six months of business (4.1 million visitors annually)
Smashed initial sales projections - exceeded first quarter projections within first week of business. First month sales were 300% over projections.
Today Show
Jenna Wolfe from the Today Show visited during opening weekend. The Ole Smoky feature was the first pitched story from East Tennessee to air on Today since the 1960s.
(Watch video by clicking on image)
Rack card - front
Rack card - back
Front Porch Concerts & Partnerships with Music Brands
Free concerts featuring up-and-coming artists as well as established country and bluegrass acts draw in the crowds, and free tastings of moonshine hook them!
Moonshine and music are a natural pair, which made partnerships with the Bijou Theatre (the Ole Smoky Moonshine Concert Series) and Nashville’s Music City Roots (a weekly live music showcase) a perfect fit.
