BY: ANTHONY GOLLE & CHRIS BOYLE

Wigle Whiskey Marketing Plan for Pittsburgh, Philadelphia, and Washington D.C.

Current Marketing Situation

• Wigle Whiskey – a growing Pittsburgh based distillery looking to expand into Philadelpia and Washington D.C.

• Goal – 7 cases/month directly online to customers in these cities

• Has small loyal customer base in Pittsburgh that can only purchase products on-site

• Expand and enhance marketing techniques to gain customer awareness

Wigle Whiskey Target Market

• Men and Women age 25-45• Urban• Explorers that like discovery aspect of trying

new things

Population by Age

Philadelphia• Estimated 28%

D.C.• Estimated 31%

Big Question!!!???!!!

•HOW DO WE EVEN START???!!!???

VALS

• Innovators– 42% trust Internet the most– 67% work full-time– 62% married– 24% likely to buy products labeled natural/organic– Sophisticated, in-charge, curious

• Experiencers– 48 % trust Internet the most– 20% married– Only 9% likely to buy products labeled natural/organic– Trend seeking, variety seeking, impulsive

Customer Analysis

• Innovators represent upper level of target market around age 45– Free time usually on evenings and weekends– Restaurant and Festival presence

• Experiencers represent lower level of target market around age 25– Young and impulsive– Currently want variety, potentially give new products a

chance– Potential to grow as a long term customer– Bars and social media presence

Positioning

• Innovators– For sophisticated drinkers, Wigle Whiskey is the

family owned distillery that delivers natural organic whiskey and a unique experience

• Experiencers– For trendy variety seeking drinkers, Wigle Whiskey

is the newest urban distillery that delivers an alternative choice of whiskey and an awesome experience

Objectives & Issues

• Expand customer awareness with Wigle reps at bars, restaurants, and festivals

• Expand customer awareness on social media

• Maintain customer loyalty through emails

• Enhance website to bring Wigle experience to new markets

• Competition in Philadelphia and Washington D.C.

• How to effectively market completely online to the new markets

Marketing Strategy

Wigle Representatives

• Need to be interactive, creative, educational, and fun• Should be doing the following:

– Inform potential customers of the history of the whiskey rebellion, the story of the birth of Wigle Whiskey, and where the organic ingredients used to make Wigle Whiskey come from

– Bring the experience through videos of production process in the distillery

– Hand out vouchers• Pittsburgh – free tours of distillery• Philadelpia & D.C. – free gift or coupon with online bottle purchase

Email

• Internet is most trusted media of target market• Gather valid email addresses in exchange for

samples and tastings from Wigle representatives at restaurants, bars, and festivals– iPads on site– Enter email address instantly into a customer database

• Email use– Promotion of new products, events, and specials– Links for redirection to all social media channels

Social Media

Social Media

• 74% of brand marketers saw an increase in website traffic after investing just 6 hours per week on social media

• Facebook is #1 social marketing tool for brands at 83%

Facebook and Twitter

• “Which Way Do You Wigle?”/ #whichwaydoyouwigle– Users post pictures of themselves enjoying Wigle

Whiskey– Users post pictures and/or recipes of favorite

cocktails using Wigle Whiskey– People will become curious of what friends are

doing and will make them aware of the product and how to purchase it

Instagram

• Use more hashtags– direct to page of all pictures using the same

hashtag• #wheredoyouwigle– Pictures of Wigle Whiskey products in cities, bars,

restaurants, and festivals

Bringing the Experience

• Philadelphia & Washington D.C.– Step by step videos of entire production process• On website• Youtube channel

– Get to know entire staff – Quality of the product from farm to bottle– People will want to order from Wigle online if they

see the amount of time it takes to make the quality product

FESTIVALS

TOP 5 DRINKING DAYS OF THE YEAR

St. Patrick’s Day

4th of July

Thanksgiving Eve

New Year’s Eve

Philadelphia bars and restaurants

Philadelphia organic restaraunts

Washington DC bars and restaurants

Washington DC organic restaurants

Competition

Green Hat Gin D.C.

Green Hat Gin D.C.

Dad’s Hat Rye Whiskey Philadelphia

Dad’s Hat is very similar to Wigle

Metrics

• Number of vouchers redeemed– Free tours– Free gifts with bottle purchase

• Tracking access to videos• Response of curious potential customers who

interact with Wigle’s various social media channels

Questions??????