Bully Boy Distillers

Maintaining Their First-to-Market Edge

Challenge

Having successfully positioned Bully Boy as Boston’s first craft distillery to local and national esteem following their launch in 2011, marlo was charged with helping Bully Boy maintain its first-to-market edge over newer distilleries that had followed by introducing its newest spirit to the masses: Bully Boy Hub Punch. Crafted in homage to the original recipe popular in Boston throughout the 1800’s (lost during Prohibition), Bully Boy set out to recreate the classic local rum infusion and become the “must have” holiday gifting item for 2014 and beyond. A high-quality product with a great back story and personable owners, the real challenge lay in the fact that Hub Punch was only available at select outlets in Massachusetts and Rhode Island, making securing national coverage extremely difficult


Strategy

Our messaging was designed to reinforce Bully Boy’s tight ties to Boston by highlighting founders Will and Dave Willis’ original impetus for opening a craft distillery: discovering a secret vault filled with pre- Prohibition-era spirits on their family’s Boston-area farm. We teased news of the new spirit in advance of its distribution to create buzz and anticipation among local/regional, national consumer/lifestyle and trade media targets, as well as offered first-looks to Boston-based press to create a sense of hometown pride. We distributed product to media in custom Hub Punch packaging, designed to visually communicate the product’s attributes. Finally, we planned and executed an exclusive launch event just for Bostonians — the original Hub Punch drinkers — at the city’s preeminent cocktail institution, The Hawthorne, hosted by owner and renowned mixologist Jackson Cannon.


Results

We secured 64 earned media placements in three months, including in a significant number of national and trade outlets including The New York Times, Playboy and Beverage World, generating 100 million+ impressions.  The ticketed launch event attracted 75 local influencers and media and the product continued to fuel the company’s growth, which has been an impressive 40% average year over year since launch in 2011.

 

 

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  • Media Coverage