Aged to Perfection: Branding a New Distillery for the Long Haul
By fate’s decree, a practitioner of anesthesia bearing the name Juliet did depart her surgical chamber to embark upon a quest for a new elixir. It’s whiskey. We’re taking about whiskey.
Dr. Juliet Schmalz approached us with her vision for whiskeys that would redefine what spirits may be. Enter Fortune’s Fool. From the mashbill to the barrel (specifically Seguin Moreau American Oak barrels — the best) to the bottle, Juliet makes no compromises.
The world of whiskey takes time. We filled that time with research, strategy, naming, brand building, public relations, and demand generation, as we helped set up Fortune’s Fool to stand out in the crowded whiskey aisle.
Inspired by Romeo + Juliet (if such be not already clear), we built a brand that captures the beauty, mystique, and drama of the dram and reflects Juliet’s craftsmanship, passion, and pursuit of excellence. Through storytelling and imagery, experiences and partnerships, we proudly set up Fortune’s Fool for a successful launch of its first product, The Prelude: a 32-month old straight rye whisky.
Our work has led to media placements in Forbes, a strategic collaboration with IndyCar legend James Hinchcliffe, and growing demand across the state, region, and within whiskey collector circles everywhere. And we’re not done yet. When Fortune’s Fool’s 4-year whiskeys are released, they’ll be cradled by custom-designed bottles to further enhance the brand (and the drinking) experience.
Awards
2022 Emmy Award: Outstanding Short Form Branded Content
2024 AAF Best of Show ADDY Award: Integrated Branded Content Campaign
2024 AAF Regional Gold ADDY Award: Online/interactive Website
2024 AAF Regional Gold ADDY Award: Integrated Branded Content Campaign
