Sazerac Rye Whiskey symbolizes the tradition and history of New Orleans. Rye whiskey dates back to the 1800s, around the time when saloons, veiled as "coffee houses," began lining the streets of the city. It was at the Sazerac Coffee House on Royal Street where local patrons were served toddies made with rye whiskey and Peychaud’s Bitters. The libation became known as the "Sazerac" and America’s first branded cocktail was born. This is the whiskey that started it all.
In late 2018, Sazerac Rye was seeking a refreshed social media presence with local scenery that would show off its bold flavor profile and appeal to the target demographic.
Although the product is enjoyed by both men and women, Sazerac Rye wanted to focus on their core customers — beginner male whiskey drinkers.
To execute for optimal results, we immediately knew that Sazerac Rye needed to stray away from previous content with poorly lit images or a feminine point-of-view.
Sazerac Rye is known as an introductory rye whiskey, and the strategy reflected this. TILT planned to target beginner male whiskey drinkers, ages 25-44.
TILT recommended that Sazerac Rye incorporate user-generated content with a heavy focus on Instagram and Facebook. This strategy included sharing recipes, educational content and videos, highlighting local spots, and increasing the usage of Instagram Stories and Instagram LIVE.
After the first 90 days, TILT continued to track monthly analytics for an even broader comparison. Included in those results, we found that Sazerac Rye’s online engagement increased by 83% (with a 16.5% higher engagement rate) just in the first 90 days after TILT took over. Since then, we’ve continued to incorporate the Louisiana drinking/bartending community into Sazerac Rye’s content and promote local brand events using Facebook and Instagram.
By hosting social media giveaways and partnering with other local groups, TILT has been able to broadcast Sazerac Rye’s images across multiple social media profiles and reach a broader group of whiskey enthusiasts and potential customers.
TILT’s directive was to grow brand awareness and create a loyal social audience, with reach and engagement identified as key metrics to track.
Year over year since partnering with TILT in August 2018, Sazerac Rye achieved a: