FEATURED CUSTOMER OLE SMOKY MOONSHINE

Introduction:

Ole Smoky Moonshine was a new entrant into a highly competitive spirits market. They possessed a unique product with a compelling story but lacked brand recognition and market share. They partnered with Label Industries to develop a multi-faceted strategy leveraging events, screen-printed apparel, and embroidered merchandise to build brand awareness, create a loyal customer base, and drive sales.

Challenge:

Ole Smoky faced several key challenges:

• Low Brand Awareness: Being a new brand, they had minimal recognition among consumers.
• Competitive Landscape: The liquor market is saturated with established brands with significant marketing budgets.
• Target Audience Engagement: Connecting with their specific target demographic (e.g., millennials, craft spirit enthusiasts, etc.) required a targeted approach.
• Creating a Tangible Brand Experience: Beyond just selling a product, they wanted to create a lifestyle and community around the brand.

Solution:

Label Industries collaborated with Ole Smoky to develop a comprehensive strategy encompassing the following:

• Experiential Marketing through Events: We organized and executed a series of events, mainly NASCAR races, where we activated our custom “Shine Shack” setups. These events provided opportunities for consumers to sample the product, learn about the brand story, and interact directly with brand ambassadors.
• Branded Apparel for Brand Ambassadors: We designed and screen-printed a range of apparel for brand ambassadors to wear at events. This included t-shirts, polos, and hats featuring the Ole Smoky Moonshine logo and taglines. This created a unified and professional look for the brand representatives, enhancing brand visibility and creating a consistent brand experience.
• High-Quality Embroidered Merchandise for Consumers: We created a line of premium embroidered merchandise, including hats, jackets, and bags, for sale to consumers. These items served as a tangible connection to the brand, allowing customers to express their affinity for Ole Smoky and become walking advertisements. The higher perceived value of embroidered goods reinforced the brand’s premium image.
• Targeted Promotional Campaigns: We integrated the apparel and merchandise into targeted promotional campaigns. For example, we offered discounts on merchandise with the purchase of a jar of Ole Smoky Moonshine or ran contests where participants could win branded gear.

Results:

The integrated approach proved highly successful:

• Increased Brand Awareness: The events and branded apparel significantly increased brand visibility within the target market. The consistent branding across all touchpoints reinforced brand recognition.
• Enhanced Customer Engagement: The events provided opportunities for direct engagement with consumers, fostering brand loyalty and creating a community around the brand.
• Driven Sales: The increased brand awareness and customer engagement translated into a significant increase in sales.
• Positive Brand Perception: The high-quality embroidered merchandise reinforced the brand’s premium image and contributed to a positive brand perception.
• Measurable ROI: We tracked the results of each event and promotional campaign, allowing Ole Smoky Moonshine to measure the return on their investment and refine their marketing strategy.

Conclusion:

By combining experiential marketing through events with high-quality screen-printed and embroidered merchandise, we helped Ole Smoky overcome the challenges of entering a competitive market. The integrated approach created a tangible brand experience, fostered customer loyalty, and ultimately drove sales. This case study demonstrates the power of strategic partnerships and creative marketing solutions in building a successful liquor brand.

> event activation
> screenprint
> promotional products
> e-commerce
> fulfillment