Jos A. Magnus: Thought Leadership
Jos A. Magnus, a small luxury spirits brand, engaged WCG to implement a media relations plan to drive sales and build their reputation as a premier, luxury brand.
The Challenge:
Jos A. Magnus, a premium spirits brand with over 125 years of history, wanted to break through the competitive spirits market with a brand voice focused on their high quality and expertise. They sought to increase their brand awareness and sales, and to position their Master Blender as a thought leader that valued not only masterful taste, but intelligent and honorable business.
Our Solution:
We initiated a targeted media mailing and outreach campaign for select trade and national media targets, featuring media sampling of their high-end Cigar Blend Bourbon. This helped bolster the brand’s appeal to a wider audience. We also arranged a series of media interviews with world-renowned Master Blender Nancy Fraley, a respected international spirits consultant with unique expertise about the blending and finishing of the Cigar Blend Bourbon.
The Impact:
We developed relationships with key influencers and media who told the brand story and offered third-party endorsement to drive product sales, deploying over 20 mass media mailings. We also secured 10 media placements that favorably reviewed the Bourbon and mentioned their distinctive craftsmanship.
