After spending time with the founding and distilling team, Sprocket knew Dry Town was something special and necessitated a meticulous approach to the product launch. We worked within the brand guidelines to create an online personality, mood and voice that spoke of Dry Town’s roots in prohibition, the quality of its liquid and the corresponding sense of freedom, creating the hashtag #wanderfulspirit. Sprocket hired a team of photographers, videographers, mixologists and recipe developers to create content that embodied the Dry Town brand and provided snackable content for its followers.
In tandem with the social launch, Sprocket pitched Dry Town to media first based in Fort Collins and then to industry trades and tastemakers. We knew if we got the product into the right hands, the taste and backstory would help pique writers’ interest. Sprocket first coordinated private tastings with select media in Northern Colorado, then organized shipments of Dry Town Vodka and Dry Town Gin across the country. The fact that Dry Town Gin won Double Gold at the 2016 New York International Spirits Competition certainly helped the cause.