Project: Pinnacle Vodka

CHALLENGE:

To capitalize on the distilled spirits industry’s growing flavored vodka craze and launch Pinnacle into a multi-million case brand as we did previously with Three Olives Vodka.

SOLUTION:

Based on previous success and market knowledge, we determined that we needed to come up with a unique flavor that no other brand offered. It had to be a flavor that was palatable to the masses as well as extremely mixable. We worked with flavor companies and chose whipped cream flavored vodka. The Pinnacle Whipped launch, combined with efforts to position Pinnacle as the affordable luxury vodka, included a national TV campaign, national consumer print advertising (Sports Illustrated, Us Weekly & Cosmopolitan), Point of Sale and social media.

RESULTS:

Pinnacle Whipped drove brand sales to almost 2.7million cases in 2011. Pinnacle was the fastest growing premium spirits brand in the world in 2009 and 2010. The brand was sold (along with Calico Jack Rum) to Beam Inc. in 2012 for $600 million.

“Kate displays energy, enthusiasm and a flare for creative problem solving. She is a strategic thinker and collaborative decision maker, who brings deep and highly relevant insights to every marketing concept.”

– Marguerite Allolding, Director of Innovations, Beam Inc.