Bully Boy turned to marlo marketing to develop a launch plan designed to generate consumer interest and excitement around their innovative approach to amaro; establish the brand as a pioneer in the craft amaro category; educate American consumers, as well as national and regional media, on how to consume this largely unfamiliar spirit in the U.S.; and ultimately drive product and overall portfolio sales, first in Massachusetts and then in expanded markets.

• Impactfully launch to the Boston community with “Amaro Week,” inviting key local writers and influencers to a series of unique tasting room and retail account events, giving them a first taste of the unique spirit before expanding distribution beyond Boston.
• Create national buzz by identifying and establishing a collection of influential Bully Boy Amaro fans, including spirits and cocktail writers, to endorse the amaro as a leading American–made spirit and share their favorite usage occasions and recipes.
• Educate consumers and grow the entire amaro category by sharing unique Bully Boy Amaro-focused recipes and content around ideal consumption occasions.
• Drive continual buzz and intrigue through targeted sampling to top national and regional spirits writers and influencers to position Bully Boy as leaders in product innovation.