PR & Influencer Case Study: 15 STARS Bourbon

15 STARS Fine Aged Bourbon enters whiskey industry with a bang.

Overview

Kentucky-based 15 STARS Fine Aged Bourbon was born in 2022 from an innovative idea from father-son duo, Rick and Ricky Johnson, to make bourbon from special heirloom corns. They released their first bourbon, 14 YO Timeless Reserve, in April and their second, 7 & 15 YO Private Stock, in August. 15 STARS pays homage to Kentucky and its rich whiskey roots from the ingredients to a unique collection of Kentucky history.

Services

Media Relations
Influencer Marketing

Go Social uses these two methods in an integrated approach to reach larger audiences. A PR approach can lead to industry awareness and broad reach while an influencer approach may reach a more personalized audience. Together, they generate awareness through more digital platforms and thought leaders.

Challenge

15 STARS was brand new to the whiskey world at the beginning of 2022. They were ready to launch their very first whiskey blend in April to select Kentucky retailers. 15 STARS turned to Go Social to drive brand awareness and credibility among whiskey writers and influencers. As the brand neared its release date, the awards started flowing in before any consumer had a chance to try it. Go Social leveraged the awards as industry credibility throughout their campaign.

Approach

Go Social had already established a well-rounded media list after being in the whiskey industry for over 10 years. They continued to further research the most up-to-date local & industry-related journalists, reporters, and podcasters. With the comprehensive media strategy in place, the team leveraged long-lasting relationships with local, regional, and industry media gaining instant traction through properly educating journalists, reporters, and influencers on the brand’s story and goal. The Go Social team distributed press releases for both whiskey releases and awards won. They coordinated interviews and blind tastings with online and print media including podcasts. Product samples were sent along with hand-written notes by Rick and Ricky, encouraging authentic opinions about their whiskey.

Aside from traditional media, Go Social implemented a strategic influencer campaign to collaborate with a wide array of whiskey enthusiasts and experts across social media platforms. Product samples and hand-written notes were distributed to influencers who in turn shared the brand message and whiskey to their own audiences creating buzz and generating content for the 15 STARS social media page, also executed by Go Social.

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Results

15 STARS Bourbon quickly became the must-have top shelf bourbon in Kentucky. Go Social secured over 100 pieces of coverage reaching a total audience of 87 million people in the first 6 months of the brand launch. 15 STARS soon became available online with their purchase link published 23 times in Go Social’s media coverage. PR coverage includes hits from UPROXX, Forbes, The Tasting Alliance, Fred Minnick, Whiskey Raiders, and Whiskey Wash.