Integrated Marketing Campaign for a Premium Craft Spirits Brand

  • Cooper's Daughter wasn't facing a product problem—it was facing a perception problem.

    Our research uncovered several barriers to growth:

    • Low Awareness: Nearly 89% of respondents had never heard of the brand.

    • Premium Perception: Consumers questioned the value of premium-priced craft spirits.

    • Digital Trust: Many were hesitant to purchase spirits online from an unfamiliar brand.

    • Category Intimidation: Craft spirits often felt exclusive or only meant for experts.

  • We grounded every recommendation in consumer research before developing creative solutions.

    Our research included:

    • 9 competitor evaluations

    • 32-question consumer survey

    • 221 survey responses

    • 7,000+ data points

    • Qualitative and quantitative research

    • Competitive and market analysis

    These findings helped us better understand not only how consumers shop for spirits, but why many never considered premium craft brands in the first place.

  • One insight became the foundation of the campaign:

    The barrier isn't taste—it's perception.

    Consumers weren't rejecting premium spirits because they disliked them. Many simply didn't see themselves as the type of person who drinks them. Years of traditional alcohol marketing had created an image of premium liquor as exclusive, intimidating, and reserved for connoisseurs. We saw an opportunity to change that perception by making craft spirits feel approachable, welcoming, and meant for everyone

  • A Drink For Every Person

    Premium spirits shouldn't feel like an exclusive club.

    A Drink For Every Person redefined what a premium craft spirit could represent by replacing exclusivity with inclusivity. Rather than telling consumers they needed expertise to appreciate quality liquor, the campaign invited them to enjoy it on their own terms. By highlighting Cooper's Daughter's approachable personality, woman-owned story, and commitment to local craftsmanship, we positioned the brand as one that welcomes every consumer—not just the traditional connoisseur.

  • As Account Manager, I helped guide the project from kickoff through the final presentation.

    My responsibilities included:

    • Managing project timelines and deadlines

    • Coordinating communication with the client

    • Overseeing submissions and deliverables

    • Collaborating across research, strategy, and creative development

    • Ensuring the campaign remained organized and aligned throughout the semester

    Working directly with Cooper's Daughter strengthened my ability to balance client communication, strategic thinking, and cross-functional collaboration while contributing to a campaign built on research-driven insights.

Campaign Overview:

Cooper's Daughter Spirits is a woman-owned, family-operated craft distillery in Claverack, New York, known for producing premium farm-to-bottle spirits using locally sourced Hudson Valley ingredients. Throughout my advertising capstone course, my team partnered directly with the client to develop an integrated marketing campaign focused on increasing brand awareness, expanding wholesale distribution, and strengthening consumer trust in both retail and online channels. As Account Manager, I coordinated client communication, managed timelines and deliverables, and collaborated throughout the research, strategy, and creative process.