Brand Overview: Black Button Distilling is a celebrated craft distillery based in Rochester, New York, known for its commitment to quality and local craftsmanship. The brand has built a strong reputation in the spirits industry by producing high-quality, handcrafted products that reflect the rich heritage and artisanal spirit of the region. As a local favorite, Black Button Distilling sought to deepen its connection with the Rochester community and increase its brand visibility through strategic partnerships.
Objective: The primary objective for Black Button Distilling was to enhance its brand presence within the Rochester area by engaging directly with local consumers through a multifaceted partnership with the Rochester Red Wings. The goal was to leverage the popularity of baseball and live events at Innovative Field to increase awareness of their products, foster brand loyalty, and drive consumer engagement.
The Challenge: In a competitive market for craft spirits, Black Button Distilling needed to find innovative ways to stand out and reach a broader audience. The challenge was to create meaningful connections with the community while highlighting the unique qualities of their brand, ensuring that Black Button Distilling was the top choice for local consumers.
The Strategy: To achieve their objectives, Black Button Distilling partnered with the Rochester Red Wings for the 2024 season, implementing a comprehensive approach that included:
Pocket Schedule Sponsorship:
Black Button Distilling secured a full panel in the 2024 Red Wings Pocket Schedule. This strategic placement ensured continuous brand exposure throughout the baseball season, with 90,000 schedules distributed across greater Rochester. The pocket schedule served as a tangible reminder of the Black Button brand as fans referred to it for game times and other important information.
Signage and Branded Elements:
The partnership included high-visibility ramp signage, providing exposure during all Red Wings home games and other events at Innovative Field. The signage was designed to catch the eye of thousands of fans attending games and non-baseball events, ensuring the Black Button brand was front and center.
Additionally, Black Button Distilling provided branded cups at the ballpark’s craft bars. This allowed fans to enjoy their favorite Black Button cocktails in custom-branded cups, creating a strong association between the game-day experience and the Black Button brand.
On-Field Promotion:
The "Black Button Distillery Barrel Race" was introduced as an engaging on-field promotion. This in-game event featured a branded barrel race between innings, capturing the attention of fans and reinforcing brand visibility with live mentions and video board displays. The promotion provided a fun and memorable way for fans to connect with the Black Button brand during the excitement of the game.
The Execution: The partnership was executed through various channels to maximize impact:
Pocket Schedule: Distributed starting in mid-March, the pocket schedule offered continuous visibility for Black Button Distilling throughout the entire baseball season.
Signage: Ramp signs and branded cups ensured that the Black Button brand was prominently displayed and remembered by fans attending the ballpark.
Barrel Race: The on-field promotion became a fan favorite, with live mentions and video board features amplifying brand recognition.
Results: The partnership with the Rochester Red Wings yielded significant benefits for Black Button Distilling:
Increased Brand Awareness: The strategic placement of signage, coupled with the widespread distribution of the pocket schedule, significantly boosted local brand recognition.
Engagement with Fans: The "Barrel Race" promotion and branded cups created engaging and memorable experiences for fans, fostering a positive association with the Black Button brand.
Strengthened Community Ties: By integrating into the local baseball culture, Black Button Distilling reinforced its commitment to the Rochester community and solidified its position as a beloved local brand.
Conclusion: The partnership with the Rochester Red Wings allowed Black Button Distilling to effectively reach a broader audience, engage with the community, and reinforce its status as a leading local distillery. By seamlessly integrating their brand into the Red Wings' fan experience, Black Button Distilling successfully created lasting impressions and cultivated strong brand loyalty among Rochester's sports and craft spirits enthusiasts. This case study demonstrates the power of creative, multi-channel strategies in driving both brand awareness and consumer engagement in a competitive market.
Which element was most attention grabbing?
0%Barrel roll promotion
0%Signage around ballpark
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