With a growing portfolio of premium, award–winning spirits, Boston’s first craft distillery, Bully Boy Distillers, set its sights on putting its own unique spin on the popular Italian digestif, amaro. As one of the only American craft distilleries to create and distribute a house–made amaro, Bully Boy was poised to become a leader in the category and educate consumers on how to enjoy the spirit in the U.S.
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.