Rabbit Hole Spirits

Client

Rabbit Hole Spirits

Overview

Rabbit Hole Spirits, a whiskey brand and award-winning distillery in Louisville, Kentucky, founded by Kentucky Bourbon Hall of Fame Whiskey Maker Kaveh Zamanian, enlisted Crowe PR to generate positive sentiment within the spirits community and drive general awareness and product consideration among consumers. Crowe PR developed a comprehensive strategy to engage the target audience through a fully integrated PR approach, aiming to educate, inspire and ultimately drive product consideration through earned media, social and influencer content.

RESULTS: January - August 2024

2.3B

Earned media impressions

2.75%

Influencer post engagement rate average

84

Placements in publications such as Forbes, UPROXX, Maxim, Robb Report,

Gear Patrol, Inside Hook, Travel + Leisure and more

1.2M+

Audience reach from influencer partnerships

573K+

Impressions generated from secured influencer partnerships

Tactics

Executed a comprehensive strategy to position Rabbit Hole as a household name through targeted national lifestyle, consumer and trade outreach. Focused on establishing Rabbit Hole’s products as must-have bourbons for diverse audiences.

Managed award submissions for prestigious spirits industry competitions, such as the San Francisco World Spirits Competition and ADI International Spirits Competition, to elevate the brand’s authority in the bourbon category and enhance its credibility.
Facilitated new product launches, organized media events and participated in high-profile, brand-aligned trade shows, including Sundance Film Festival and Tales of the Cocktail, to boost visibility and reinforce Rabbit Hole’s standing in the industry.

Developed and led a full-scale influencer program, from sourcing creators to ideating and executing content. Collaborated closely with influencers to ensure that each campaign met the brand’s creative vision while allowing personal touches that resonated with their audiences. Key observances, like Father’s Day and the Fourth of July, were seamlessly integrated into content to position Rabbit Hole as the go-to bourbon for holiday celebrations. We strategically timed posts to coincide with influencers’ peak performance windows, maximizing engagement and impact.