Ole Smoky Moonshine

Apr, 19, 2014

Ole Smoky Moonshine

 

Framework

Ole Smoky Moonshine, the first federally-licensed distillery in East Tennessee, wanted to elevate its brand, increase product trial among its target demographic and support its retail relationships.

 

Desired Layout

HMS welcomed Ole Smoky Tennessee Moonshine to the family when it was enlisted to provide mobile management services for a tour to promote the must-have moonshine across the country.

 

Build Approach

The Ole Smoky display traveled across the country stopping at Lucas Oil races, concerts and other events along the way. The 24-foot trailer offered consumers the opportunity to sample and purchase the flavored moonshine including its top-selling Apple Pie, Blackberry, Strawberry and Lemon Drop.

 

To build awareness, a two-person team activated a sampling tour at highly-targeted events that appealed to the target demographic. Setting up a display on-site, HMS educated consumers on brand attributes, distributed branded premium items, gave away free samples, sold product and provided content for social media.

 

HMS also helped Ole Smoky Moonshine strengthen retail relationships by stopping at Outback Steakhouse, Buffalo Wild Wings and Logan’s Steakhouse locations nationwide. The team distributed moonshine samples, engaged servers and guests, purchased drinks for patrons at the bar and disturbed branded premiums.

 

Project Results

The tour generated significant results including:

  • Visited 12 events across 11 states for 27 total event days;
  • Called on seven distributors and 33 retailers;
  • Sold 627 jars and 67 t-shirts;
  • Sampled 249 jars;
  • Distributed 3,988 premiums; and
  • Generated 103,290 on-site brand impressions and 801,780 over-the-road brand impressions.

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Hirschfeld Marketing Solutions

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Cornelius, NC 28031

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"HMS Worldwide has helped us to engage with NASCAR’s fanbase to build both brand awareness and loyalty for Sweet Baby Ray’s. We have benefited on countless occasions from HMS Worldwide’s numerous, varied and deep NASCAR relationships and experience as our sampling programs have evolved over the years. The HMS team has a solid understanding of our brand and objectives, enabling them to successfully design efforts that fit our strategy and budget."

Tom Murphy
Brand Manager
Sweet Baby Ray’s