Projects and Events
Over the past three years I have been fortunate enough to work on four amazing brands, Slane Irish Whiskey, The GlenDronach, Benriach and Glenglassaugh. During this time I have had the opportunity to localize national brand programs while developing new platforms and brand activations.
Slane & Soccer
I designed the Slane & Soccer platform to engage established Irish whiskey accounts with our brands and to ensure sustainable, consistent relationships. This platform has created a firm foundation upon which I've generated consistent case sales, and new points of distribution as the program grew from local to regional to national. Consumer engagement has been enthusiastic and key to our growing success. Slane has gone from the new kid on the block to household name in the Boston area alone, but Slane + Soccer has been proven successful in the States by way of Maine, Georgia, New York, Pennsylvania, Vermont, and Rhode Island, Idaho Colorado and internationally in Liverpool and London.
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Execution of this platform has resulted in 25 new points of distribution, 35 featured cocktails or menu placements and over 500 leveraged cases.
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Cocktails & Cuts
Sims Barber Lab hopped on board a Trade Only activation unlike any other. Buyers from Top Slane accounts in Metro Boston were invited to spend an evening with the founder of Slane Irish Whiskey, Alex Conyngham. We tasted the barrels of Slane, deconstructed, and had our hair styled by the award winning hair stylists and barbers from Sims.
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Created from scratch, this platform has grown into a complete cocktail competition with local mixologists receiving the chance to win a cut by the best barber in town, as well as have their winning cocktail featured as a monthly special in participating accounts across Boston.
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Results included 53 cases leveraged and 8 New Slane cocktail placements through T2 and T3.
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Glenglassaugh Land & Sea
By Land and by Sea is an influential national platform that found its natural home in the New England market. Local seafood restaurants took to the pairing opportunity enthusiastically, allowing me to create unique Seafood and Scotch menus that let Glenglassaugh shine while continuing to cater to each accounts clientele. Participating accounts purchased all three SKU's and paired them with a variety of local oysters, scallops, and lobster.
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Additionally, By Land and By Sea gave me access to asian restaurants by opening the doors through a Glenglassaugh Scotch and Sushi concept. The sushi pairings allowed me to further curate and localize an already fantastic platform into something useful for my key accounts. This tweak in the program gained 24 new points of distribution and a further 20 paired menu placements.
Chambord X Skrewball
The Chambord X Skrewball partnership was an imaginative effort to put Chambord on the map for the young cocktail connoisseur. I pitched in by creating a cocktail strategy containing five craft recipes focused on both the home bar enthusiast and professional bartender alike. All five recipes were taken on by both Chambord and Skrewball as part of their National Cocktail program.
