Memphis Unveils Exciting New Chapter for Old Dominick Distillery
In the heart of Memphis, a spirited transformation is underway at the Old Dominick Distillery. Founded in 2017, the distillery is ready to pull back the curtain and introduce their incredible lineup of whiskeys to a broader audience. President Mike Monroe recently shared that after years of refining their sales strategy, it’s time to elevate their game. “We need to take that next step and tell our story to the masses,” he said with palpable enthusiasm.
New Whiskeys on the Block
As part of this exciting launch, Old Dominick is rolling out not one, not two, but four impressive whiskeys! The collection includes the Old Dominick Straight Bourbon Whiskey, Old Dominick Cask Strength Bourbon Whiskey, Old Dominick Bonded Tennessee Whiskey, and Old Dominick Straight Tennessee Whiskey. With these offerings, they’re not just entering the market; they’re making a grand entrance.
Creating Buzz and Awareness
The official marketing push kicked off on September 16, with the creative geniuses at Memphis-based Sullivan Branding at the helm. They’ve crafted a comprehensive, fun-filled campaign spanning digital platforms, social media, web ads, and even outdoor advertising. Keith Goldberg, one of the partners at Sullivan, explained their approach: “What we hope will come through is that this is a place that actually makes serious whiskey without taking itself too darn seriously.”
A Unique Approach to Advertising
Now, when you think of whiskey advertising, you might envision a rugged man expertly tasting vintage bourbon while basking in the golden sunlight. Yet, Old Dominick is shaking things up with an unexpected star—Nico, the Dominicker chicken. This black-and-white feathered mascot pays homage to the distillery’s roots. As Chris Canale, the owner, notes, “The chicken featured in our old branding represents America’s oldest full breed of chicken and symbolizes the flavor and spirit of our whiskey.” The mascot seems to be a perfect fit, considering Canale’s great-grandfather, Dominic, inspired the name of the distillery.
Behind the Scenes with Roosters
Filming the advertisement was quite the production. The Sullivan team enlisted the help of real roosters, aptly named Colonel and Major, obtained from the Dominique Club of America. Goldberg highlighted the challenges of working with the feisty fowls: “Believe it or not, we had rooster handlers on set. When there was downtime during the shoot, the roosters were kept in cages, separated by blankets to keep them calm.” They even had to strategically use one rooster to get the others moving, proving that working with animals can certainly keep you on your toes!
The Perfect Timing
Launching this campaign was essential, especially given the whiskey industry’s seasonal selling cycle, referred to as “Sond” for September through December. It’s during these months that spirits sales tend to spike. “We needed to get this campaign live in September to make the most of that window,” Goldberg explained.
Building Relationships, One Sip at a Time
Old Dominick isn’t just about selling whiskey; it’s about fostering connections and encouraging loyalty among its customers. Chris Canale reminisced about their motto from the family beverages business they once ran—“Making friends as our business.” He stressed, “At the end of the day, this is very much a people business.” This philosophy of relationship building is paramount as they guide consumers toward discovering their new whiskey offerings.
A Bright Future Awaits
With a newfound focus on branding and recognition, Old Dominick Distillery is poised for a bright future as they take Memphis whiskey to the masses. And who knows? You just might find yourself sipping on one of their delectable new whiskeys before the year ends!
