Overview
marlo marketing has served as AOR for Bully Boy Distillers, Boston’s first craft distillery, since the brand launched in 2011. Handmade in small limited-run batches, Bully Boy’s premium spirits emphasize quality ingredients and traditional techniques. In 2017, the brand opened a new distillery, designed to allow the public to experience the brand within its Prohibition-era style tasting room with exceptionally crafted cocktails by the best bartenders in town.
Assignment
Since 2011, Bully Boy has relied on marlo marketing to develop and execute a strategic and sustained earned media relations plan to continually position the brand as Boston’s premier craft distillery in order to drive sales, secure on- and off-premise distribution, launch new products and raise awareness across the region and at a national level in anticipation of forthcoming expanded distribution.
Strategy
- Bring the Bully Boy story to life through targeted media relations, impactful product seeding and engaging brand events to generate excitement and intrigue around the brand.
- Position Bully Boy as leaders in the craft cocktail movement and product innovation via the ongoing introduction of new spirits to top writers and influencers locally and nationally.
- Invite media and influencers to regularly attend Bully Boy distillery events to drive traffic to and build the reputation of the tasting room as a must-try cocktail destination.
Results
1.3B+ IMPRESSIONS BETWEEN 2012-2019
70K cases sold OVER 7 YEARS
20% average YOY growth since 2011
