In the world of fine spirits, customer research shows brand loyalty is determined more by perception of the brand as opposed to actual taste. While Bluecoat Gin offers a superior flavor, Mary's firm Woden helped elevate Philadelphia Distilling above the crowded competition by developing a brand identity aligned with its values: defining it as the independent spirit with a witty, artisanal, and aspirational personality.
By managing the social media feeds for Bluecoat Gin & Philadelphia Distilling and helping launch its new distillery venue, Mary led the team in amplifying the message & growing the brand's base of consumers and evangelists.
In 2017, Philadelphia Distilling made a successful exit to Samson & Surrey.
Campaigns included supporting the Grand Opening of Philadelphia Distilling to the public and "Name the Still" contest. Strategy included narrowly targeted posts, enlisting local Bluecoat fans, and local media promotion. The grand opening Facebook Live video reached 8,789 people and garnered over 4K views.
With continued success engaging its audience and a firm grasp on its personality & message, Bluecoat exited to Samson & Surrey in May 2017