Headquartered in the heart of the Bluegrass, EPR knows bourbon — but we don’t stop there. Our experience launching spirits products spans the spectrum, including gin, brandy, liqueurs, ryes, single malts, rums and more. We love working with distilleries on bringing their latest releases to the market and helping them stand out in a crowded market.
Timing Your Spirits Product Launch
One of the most important — and often overlooked — elements of launching spirits products is timing. The spirits calendar is crowded, and announcing at the wrong moment can mean your product gets lost in the noise. We help clients identify the optimal window for their announcement, taking into account industry events, seasonal buying patterns, and the editorial calendars of key publications. Getting ahead of the right moment can mean the difference between a feature story and a brief mention.
Before You Launch:
One thing we’ve seen evolve since some of our early spirits projects is the number of spirits reviewers and influencers. There are so many opportunities to share your products — but how do you determine the right ones? And how do you get your products to those people once you’ve identified them? We maintain a robust database of hundreds of sprits journalists and content creators that we are constantly updating and refining, along with information about what spirits they focus on and if they are interested in samples.
Crafting and distributing an announcement and coordinating samples is a cornerstone to getting the news out about a new product — but with EPR, your launch doesn’t stop with a press release, either. We can help you plan and execute a launch event highlighting your product line. For a blended bourbon collaboration with a Japanese master distiller, we hosted media at an activation serving Kentucky-meets-Japanese bites, a cocktail with plum syrup, furoshiki-wrapped takeaways, and origami-folded press releases (in the shape of the brand’s mascot).
Another option to consider are media tasting events or one-on-one meetings. Small group events work great in markets where several media live nearby and can meet a distiller or blender to try the product and hear about it in-person. We can help identify the location and guest list, coordinate RSVPs, and be on-site to facilitate.
Beyond the Launch
Launching spirits products doesn’t end on announcement day. Sustained media attention, awards submissions, and festival placements can keep momentum going long after the initial release. We can provide insight into spirits competitions and award programs where your product could earn recognition that fuels future coverage and consumer trust. We also help identify festivals and events where sampling opportunities can put your product directly in front of consumers and trade buyers — including marquee events like the Kentucky Bourbon Festival held annually in the fall in Bardstown, Kentucky.
Why EPR for Spirits PR
EPR has deep roots in the spirits industry — we’ve worked on bourbons, whiskeys, gins, rums, and everything in between. We understand the regulatory landscape around spirits marketing, the seasonality of the category, and the journalists and influencers who cover it most meaningfully. Our team has attended and facilitated events at some of the country’s most prestigious spirits festivals and competitions, giving us firsthand knowledge of the media, the buyers, and the enthusiasts who make a spirits launch truly resonate and build long-term brand awareness.
If you have a new spirits product you’re bringing to the market, let Estes Public Relations help you plan and execute your launch — from when you should announce to pulling from our extensive database of media and influencer shipping addresses. We can also provide insight into events, festivals and award competitions to help attract additional attention. Ready to get started? EPR has the experience and relationships to make launching spirits products a success for your brand.
