Case Study: Dry Town

Client: Dry Town
Services: Public Relations, Social Media
Industry: Consumer Packaged Goods
Website: www.drytown.com

Sprocket was charged with launching Dry Town, a new Fort Collins-based spirits brand decades in the making.

Challenge

In Fort Collins, Colorado, a group of passionate entrepreneurs had a dream: create the smoothest, best-tasting vodka and gin. After years of trial and error, they succeed and were ready to bring their product to market. Dry Town™ Vodka and Dry Town™ Gin are the first products from Old Elk Distillery, an endeavor by Fort Collins’s Curt and Nancy Richardson, founders of OtterBox and Blue Ocean Enterprises. As distribution was ramping up, Sprocket was engaged to create and manage Dry Town’s social media presence as well as launch the products in its local market and to the spirits industry via targeted media relations.

Solution

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.

Results

With hopes of securing three pieces of press coverage out of the gates, Sprocket more than quadrupled initial goals, garnering features in BevNet, CompanyWeek, the Coloradoan, Beverage Trade Network and Beverage Industry, among others. Anticipated coverage continues to grow as Dry Town enters new markets.

Dry Town’s Facebook, Instagram, Twitter and Pinterest pages also grow at a steady pace, with the visual content sparking massive engagement and sharing.