Phillips Distilling Company is shaking up the traditional flavored whiskey category with Revel Stoke, which is "aimed at 'Zillennial' men ages 21-34 years old who live life on their own terms." The high-energy, personality-packed products boast names like SonofaPeach, Nutcrusher Peanut Butter and Lei'd Roasted Pinneapple and they feature packaging that speaks to the modern, independent whiskey drinker.
The wild, fun and free-spirited whiskey flavors from Revel Stoke are proudly proclaimed to be outside of the mainstream, providing an "alternative to the connoisseurship and snobbery of the whisky category."
Phillips Distilling Company is refreshing the cult classic Revel Stoke with a fresh new tagline that speaks to its target audience: "Stoke Your Wild." To reach Zillennials, the brand will be bringing guerilla-style chalking events to cities during football season.
High-Energy Flavored Whiskeys
Revel Stoke Targets Zillennial Men Who Live Life on Their Own Terms
Trend Themes
1. High-energy Flavored Liquors - Opportunity to create more unconventional, fun flavors that appeal to a younger market demographic, and to enhance packaging to reflect the brand's personality.
2. Anti-connoisseurship Movement - Opportunity to market products as a rebellion against traditional connoisseurship and appeal to a younger, alternative market.
3. Guerilla-style Marketing - Opportunity to use creative, non-traditional marketing methods like guerilla-style chalking events to effectively reach and engage with younger audiences in urban areas.
Industry Implications
1. Alcohol - Innovative, non-traditional flavored alcoholic beverages that appeal to younger audiences and are marketed in a unique and engaging way.
2. Packaging - Design and production of packaging that reflects the personality and target market of a product, especially in the alcohol industry where packaging can heavily influence purchasing decisions.
3. Event Marketing - Development and execution of non-traditional marketing events that effectively reach and engage with younger audiences, especially in urban areas.