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 talking 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. 

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

Public Relations

fortunes fool business card
fortunes fool icon at the bottom of a glass of whiskey
fortunes fool box of whiskey
fortune's fool whiskey the prelude bottle
a glass of whiskey being spilled in front of a bottle of fortunes fool whiskey
julie with barrels and bottle of Fortune's Fool : The Prelude
fortunes fool website
fortunes fool whiskey in a glass
julie lifting a glass of fortunes fool
fortune's fool whiskey website displayed on mobile devices in a smoky, ambient atmosphere
fortunes fool bottle and cocktail
A long term project requires a long term partner.

Ready to take the first step?

Let us know.