In 2019, emerging premium spirits brand Australian Distilling Co. released four new craft gins, the first of which was Adelaide Gin in March 2019. CALLIE was tasked with launching Adelaide Gin to the South Australian market, considering a variety of different stakeholders including trade, consumers, media and social influencers. In November, the brand announced further expansion, with Brisbane Gin, Sydney Gin and Perth Gin officially joining the family.
A tailored brand and marketing launch strategy was developed for each new product, designed to help grow market share and drive trial through various touch points with trade and consumers. Tactics included on and off-premises sales strategies, storytelling, brand partnerships, media relations, advertising, social media, influencer engagement and content development.
In tandem with the wider scope of marketing, strategy and public relations, CALLIE was also engaged by Australian Distilling Co. to drive the brands portfolio of social media channels. This included the development of social media strategies and distinct brand identities for each gin and ongoing management of creative content, growth and community engagement.
- Following the launches, website traffic quadrupled and the establishment of distribution and sales grew both on and off-premise.
- PR coverage achieved exceeded 180 clippings and included key national titles such as Better Homes & Gardens and Taste.com.au, as well as significant feature coverage in each region.
- CALLIE established a number of new brand partnerships and collaborative activations, including an inaugural and largely successful Progressive Ginner event in Brisbane, a popular G&T Gelato partnership for Perth Gin and a hugely successful World Gin Day donut collaboration with Abbotts & Kinney in Adelaide.
- To support the social media strategies developed for each product, photoshoots across the four brands were organised, styled and managed which resulted in 11,130 organic followers achieved through the sharing of 1,014 posts.