“Over time whisky has gotten too serious and boring,” said Peter Olson, senior brand manager – brown spirits at Phillips Distilling Co., Princeton, Minn. “Whisky should be about outrageously good times, so we made Revel Stoke for those who live life on their own terms and boldly challenge convention at every turn.”
The Revel Stoke line now has 12 flavors and starting this Fall Revel Stoke will feature a new tagline “Stoke Your Wild.” The brand also will launch the largest integrated marketing campaign in Phillips Distilling’s history, aimed at “Zillennial” men 21-34 years old who embrace the freedom to pursue what matters most to them. Out-of-home billboards will run in Minnesota, Wisconsin and Iowa to drive awareness and trial.
Additionally, the campaign will feature a wide array of digital components including social media, influencer partnerships, streaming audio, e-commerce and delivery app promotions and “text to save” offers via PayPal and Venmo.
“Flavored whisky as a category is growing exponentially and there already is high early demand for our ‘SonofaPeach,’ ‘Hardcore Roasted Apple,’ and ‘Shellshocked Roasted Pecan’ flavors,” Olson added. “We’re thrilled to bring a never-before-seen-energy to the category and inspire a new set of drinkers to stoke their wild in an entirely new world of whisky.”