Industry
Services
Challenge
Green River reached out to Zehnder to launch the new product for a resurrected legacy brand, generating awareness and pride around the distillery’s history while also creating buzz around its present-day prowess.
Strategy
Our brand launch focused on local engagement and key figures in the whiskey world. Honoring its Owensboro roots, Green River solidified its position as the “Pride of Owensboro” with a citywide takeover featuring immersive video storytelling, live events, and standout retail displays.
Zehnder captured Green River’s past and present in a multi-day video shoot, pairing historic artifacts with new packaging and playing on the “haunted” nature of the grounds and a brand coming back to life. Influencer marketing, social media content, and a dramatic teaser video built anticipation, and a launch invitation offered “just a taste.”
We also designed GreenRiverWhiskey.com, unveiled alongside the product and acting as a hub for entertainment, education, and bottle-searching. Rooted in the brand’s story with clear calls to action, the site seamlessly guided visitors to plan distillery visits, shop merchandise, and locate a bottle of Green River Kentucky Straight Bourbon Whiskey.
Results
Zehnder orchestrated one of the largest new product launches in recent whiskey history. Over the two-week launch period, Green River set a record for most spirit cases sold in Owensboro in the distributor’s history.
Dive in with Z
Zehnder is always on the lookout for great collaborators. From clients aspiring to drive sustainable growth to fresh talent hoping to join the team, we welcome you to drop us a line. We’ll be in touch!
