AGENCY
Bryan Judkins, Principal, Group Creative Director
Scott King, Creative Director
Dan Shearin, Associate Creative Director
Derek Hulsey, Art Director
Kari O'Neill, Director, Consumer Insights & Analytics
Bess Browning, Digital Media Director
Dave Theibert, Account Director
Sam Hanes, Senior Account Manager
Tom Denari, President / Chief Strategy Officer
Carolyn Hadlock, Principal, Executive Creative DirectorPaulKnapp, Chief Executive Officer
Marie MacWhorter, Consumer Insights Strategist
Lynn Kendall, Production Manager
Jeff Durham, Sr Production Designer
Pam Kelliher, Sr Production Designer
Luke Meyer, Digital Director
Chris Weiper, Sr Digital Developer
Colleen O’Mara, Media Planner/Buyer
Nils Ericson Photography
Neighborhood Studio
Curtis Jenkins, Owner
SUMMARY
Hotel Tango’s military connection—it’s the first combat-disabled, veteran-owned distillery in the country—was seen as a novelty by consumers, not as a reason to actually buy a bottle.
The solution was a comprehensive rebrand in which every aspect—the MRE-inspired packaging, language like “Distilled with discipline”—served to reference and underscore the meticulous approach that Hotel Tango’s founder learned in his time in the Marines.
The results? Expanded distribution (nearly 3x) and increased year-over-year measures of: awareness (124%), familiarity (143%), cases sold (121%).
