Case Study
BELLE ISLE
Market Launch Strategy & Financial Planning
THE CLIENT
Belle Isle is made from all natural ingredients in Virginia where they had already successfully launched. They knew that in order to succeed in the NYC market if they would need to overcome the negative stereotypes about moonshine and establish themselves as a premium spirit worthy of sophisticated cocktails.
THE CHALLENGE
Most people think of moonshine as harsh, cheap liquor that leads to ferocious hangovers but Belle Isle Moonshine is made from organic corn and all atural, delicious flavors. To solve this challenge, SCG created a 2-pronged approach for the NY market. First, we introduced Belle Isle to upscale cocktail accounts that could champion the brand. Second, we built high-end partnerships that allowed target consumers to experience the brand (and moonshine) in a whole different way.
Case Study
The Results
Market Launch Strategy & Financial Planning
Belle Isle was placed at over 50 prestigious New York City accounts in their first year. We conducted trade events, sourced and managed key artnerships, secured highlights in local magazines and managed key consumer events including the ELLE VIP lounge at NY Fashion Week.
“Turning a Delicious Dream into a Reality”
Bouvery Chocolate Liquer
CHALLENGE
Helping a brand owner from another industry turn his
dream into a real business with stand-out alcohol branding.
OVERVIEW
The brand owner came to us with a work-in-progress product: a gluten-free vodka, blended with organic cocoa and natural flavors to create a rich dark chocolate liqueur. It was a decadent, unique product that we thought had real promise in the market. Once he had created the most delicious chocolate liqueur we had ever tasted, what he needed from SCG was a brand marketing strategy about how to enter the US market and a financial model to support his successful launch.
Services Provided
- Route to market strategy & financial plan
- Financial model
- Pricing strategy
- PHASED SALES & BRAND MARKETING STRATEG
Results
Case Study
Cut Above Zero Proof Spirits
Market Launch Strategy & Financial Planning
THE CLIENT
Cut Above was created by Andrew Raul, an entrepreneur and artist who believes in challenging himself to be his best self and wanted to help others achieve their goals. Setting the bar high, Andrew wasn’t satisfied with a zero alcohol spirit that was a disappointing proxy for the real thing. In collaboration with a master mixologist and flavor experts, he came up with the precise ingredients that deliver the taste and the experience of a top shelf spirit.
THE CHALLENGE
To create an alcohol-free portfolio of “spirits” that tasted the same as the real thing and functioned like the original spirit in cocktails. We didn’t want watery substitutes loaded with sugar and other artificial ingredients.
SOLUTION
Services Provided
- Brand Strategy, Naming & Development
- Formulation Development
- Market Launch Strategy & Budget
- Financial Model
- B2B and B2C E-commerce & Digital Marketing Management
- Content & Campaign Creation
- Partnership Management
Results
- Multiple Product Awards
- Cocktail Program Creation
- Outstanding Foundational Brand Content
- Successful e-commerce and B2B web platform
- Compelling Ad Campaigns with Conversion Optimization and improving ROI
- Alignment with Major Musician for Concerts and Award Shows
“Award Winning Rebranding”
Enjoy an Array of Tasting Experiences
CHALLENGE
The brand owners came to us because they wanted to launch their small production, all-natural sparkling sangria in the US market.
OVERVIEW
It was a beautiful product, taste-wise, but the problem was that it was in a package almost identical to another sangria brand already on the market. The second challenge was that the brand was using high-quality ingredients, which demanded a higher price point in the market where traditionally sangrias have been overly sweet, cheap, and artificial. We needed to redo the alcohol branding and package and create a brand marketing strategy that reflected the premium ingredients of the brand. Once the package and brand strategy were complete, we needed to create the route-to-market strategy, the budget, and the launch plan. Once launched, our challenge was to demonstrate that this was not just another cheap, sweet sangria but was a sophisticated product worthy of key accounts and pairing with food. We planned and executed a series of trade and consumer events to get liquid on lips and demonstrate the fun, sophisticated nature of the brand.
rebranding
Services Provided
- alcohol branding and package re-design for 4 pack, outer carton & materials
- Brand marketing strategy & visual identity creation
- Route to market strategy & financial model
- Market launch plan & execution
- Social media & Influencer management
- U.S. marketing & brand management
Results
- Multiple package design awards
- Created and managed digital footprint
- Secured top tier distribution partner
- executed over 100 trade activations in launch year
- executed 45 influencer events FOR launch
- Supported over 150 accounts in 2 major US markets
“PRODUCT DEVELOPMENT”
HAIKARA
www.umenoyado.com/en/
@umenoyadoshuzo
CHALLENGE
SCG was tapped by a hundred-year-old sake brewery selling its products in 33 countries to create new alcohol branding and a product specifically made for the US market. Our client wanted to respect the authenticity of sake production and their family’s five generations of expertise, but they wanted a product that would appeal to an American consumer – not necessarily a sake consumer – and that could be sold in top bars and restaurants, not only Japanese and sushi restaurants.
SOLUTION
Our solution was to create an easily pronounceable brand name and gorgeous alcohol branding with a stunning bottle and package that would appeal to the U.S. consumer. We then worked with Sake sommeliers to choose the right taste profile for an American palette. Once the product was finished, we created a brand marketing strategy and cocktail program that would facilitate bars’ and restaurants’ incorporation into their beverage programs. The results were several package designs awards and the introduction of the product into key accounts in California and New York City such as the Rainbow Room.
Services Provided
- Created alcohol branding, identity & brand marketing strategy
- Package & bottle design
- Developed market launch strategy & financial plan
- Trade marketing & cocktail program creation
- digital marketing strategy
- press and influencer management
Results
- design awards
- trade influencer program, 23 press placements
- Activated 18 top level accounts at launch
- content strategy & development
- designed all sales & educational material
- Defined all target accounts & kpis for sales team
