Brand Strategy / Art Direction / Naming / Product Development / Broadcast / Print / Digital / OOH / Website / Experiential / Package Design / Merchandising

SITUATION 

Ole Smoky Tennessee Moonshine was the first licensed moonshine distillery in Tennessee. It was a new category and Ole Smoky had an opportunity to take the lead. They needed a migratory idea that worked in the Gatlinburg distillery and across America.

SOLUTION 

Moonshine is about hard work, corn, fast cars, bluegrass, and passing the jar. “Have some, friend.” was born from moonshine’s sharing culture. The idea was brought to life in the distillery, broadcast, digital, OOH, print, events, merchandising, and package design. By the time “Have some, friend.” entered its 6th-month sales had risen from 17k cases per month to 23K, making Ole Smoky the largest selling moonshine in the nation. Additionally, the distillery became Gatlinburg’s most visited attraction and number one employer.