The Original Peanut Butter Whiskey
Client
Skrewball Whiskey
Overview
Skrewball Peanut Butter whiskey was a two-month-old brand when it retained Crowe PR to drive brand awareness and help create a new category of whiskey, appealing to the female consumer. The company had limited brand recognition and was available in under 100 locations in one market at the time. The family-run business was looking to gain popularity fast and expand into new markets ahead of potential competitors. Within six months of campaign kick-off, Skrewball appeared in 44 articles, leading to a major distribution deal. Today, Skrewball is a household brand and continues to be the fastest growing spirits brand in the U.S. and parts of Canada.
RESULTS
+70K
Locations of product availability within first year
1 to 50
Reached national distribution in all 50 states in under one year
300%
International Expansion into Canada and Caribbean from 2020-2021
140+
Earned media placements in 2021
8.8M+
Impressions generated from secured influencer partnerships in 2021
Tactics
Leveraged local and national media relationships to get in front of readers and viewers quickly.
Built a comprehensive strategic plan to grow brand recognition and communicate the brand story.
Facilitated market wide activations and tastings to further drive awareness in each market
Conducted media training and facilitate multiple journalist interviews.
Seeded product to media and influencers.
Executed regional influencer campaigns to drive market visibility.
FEATURED in
