East Tennessee lore is filled with tall tales (some of them are even true) of crafty moonshiners and the “revenuers” who pursued them. After more than a century of Tennessee tradition, moonshine has become a symbol of an independent people, aptly described by the good folks at Sugarlands Distilling Company as “those who chose to live by their own set of rules.”
With the recent renaissance (and legalization) of moonshine, several Tennessee companies began offering their artisan-made whiskey to rave reviews—and big sales. When one of those moonshine brands, Sugarlands, asked us to tackle its marketing across several platforms, from public relations to web to print, we were happy to sit down and discuss it over a glass of their fine product.
Our work for Sugarlands honors the picturesque Smoky Mountains, where the distillery makes its home, and the craftsmanship and culture of the mountain people. Named for a Smoky Mountains area known as a moonshiner’s paradise, the people at Sugarlands work to preserve the stories, songs and history of the area.
Beginning with a splash page to promote Sugarlands’ March 2014 launch, we progressed to other platforms, including a responsive website, social media campaign and marketing booklet.
To support the branded storytelling so prominent in each platform, we used rich imagery that draws inspiration from the region, products, events and even the contemporary rustic headquarters building in Gatlinburg, Tennessee.
The website tells the Sugarlands story, offers an eCommerce option for merchandise sales, shares recipes, promotes music and storytelling events and spreads the word about MoonShare grants to nonprofits. We also created a social media campaign calendar to help develop a brand voice and create buzz about the Sugarlands launch.
A 20-page print brochure for liquor stores and distributors combines beautiful photography, great stories, product details and recipes. Practical information for business owners includes point-of-sale displays and packaging and shipping information.
Our work with Sugarlands is a good example of how client relationships change and grow. It’s always our goal to be flexible and responsive as client needs change. We’re ready to go with the flow. Especially when the flow includes smooth, craft-quality moonshine from the Sugarlands of the Smoky Mountains.