Spirits Social Media Marketing

Client :Old Dominick Distillery

Old Dominick Distillery needed help driving traffic to their website and raising awareness for their brand and products. They asked us to build a strategic social media plan and create visual assets to better represent the brand and connect with their audience.


Our client’s target audience was more female than male and lived in close proximity to the distillery. The young demographic actively uses social media, creating an opportunity to reach them through Instagram and Facebook posts that appeal to their shared interests. The platforms heavily emphasize visual aesthetics so sharing brand imagery that both captures the brand personality and captivates our audience is key to driving action.


We developed a plan to increase overall brand awareness using social media channels to grow followers and engagement. Our audience and competitor analysis produced insights which guided our decisions to implement tools to measure the campaign’s effectiveness. We increased targeted ads and brand activations to encourage people to try the product and experience engaging events. 

We captured new, product-forward lifestyle and seasonal photography to help establish a consistent, modern look. The professional, artistic images depicted the diverse culture and history of Memphis, strengthening the emerging craft whiskey brand’s connection with the local community, as well as creative that supported a mid-market price tag and aspirational yet approachable tone encouraging consumers to elevate their pours. This campaign drove distribution among existing markets and expanded to gain a broader, national audience.

By establishing a balance between appetizing images, process-focused design and elements of the brand’s heritage, we built a curated and intentional style. Communicating news, events and distillery schedules helped raise brand awareness and the use of community-driven user generated content aided in creating an authentic and transparent personality.

Increase in engagement YoY (2021)
Increased distillery visits and tours
Increase in following YoY (2021)
instagram posts for old dominick distillery
social media posts for old dominick distillery

Social carousels were used to showcase cocktail recipes.

old dominick distillery ads
old dominick distillery ads
Two women enjoying gin on the patio in Spring

We captured new, product-forward lifestyle and seasonal photography to help establish a consistent, modern look.

A woman drinks gin in the Spring

Seasonal photoshoots were used to address current content needs and broaden the photo asset library.

The people who made it happen.
  • Joseph Nother
    Chief Creative Officer, Co-CEO
  • Brad Carpenter
    VP, Engagement Marketing
  • Hunter W. Foster
    VP, Media & Communications
  • Kate Ambos
    VP, Client Services
  • Ben Maxey
    Art Director, Lead Motion