Breck Distillery Après Anywhere

Building a Durable Brand in Moments

Challenge:

Breckenridge Distillery sought help in building a brand identity that would take them from beloved Colorado mountain spirits brand to a larger, nationally relevant and award-winning craft spirits leader. Building on a successful holiday season, the client tasked rygr with creating a cohesive campaign to launch in Q1 2023 that would tie together a year’s worth of activations, product launches and brand collaborations, with a timely call-to-action that could be used year-round.

Solution:

We worked across a multi-disciplinary team of paid and earned media specialists to develop an integrated strategy that would drive on- and off-premise purchase, DTC traffic and social audience growth.

For the concept, we tapped into a moment as important to many skiers and snowboarders as a day on the hill: an evening spent slopeside over drinks, known affectionately as “après ski.” As a brand rooted in an iconic ski town, Breckenridge Distillery’s authentic tie to the après scene inspired a new, national campaign in 2023, #AprèsAnywhere.

• Multi-market brand campaign aimed at transcending Colorado-based consumers
• Influencer and brand video and photo shoots in Breckenridge, Dallas, New York, Los Angeles, and Denver
• National and regional television campaigns on terrestrial and connected TV
• Programmatic display and out of home tactics, including a transit wrap installation in San Diego
• Officially registered holiday: National Après Day