Goldschlager – Make it Interesting

The Challenge:
Increase the market share for Goldschlager Rumple Minze® and Black Haus-three shot brands owned by Diageo - the world’s largest spirits company that owns the brand leader in nearly every other spirits category.

The Strategy:
Establish permanent high-visibility presence on the back bar that leverages the popularity of high-energy brands.

The Solution:
Make It Interesting: a multi-faceted, multi-platform promotion took the success of each of the brands and parleyed it into one big hit with target consumers. Working with a manufacturer, BFG designed and developed the world’s first multi-brand shot machine that included custom slots for three bottles - two being Cuervo® and Captain Morgan Tattoo^™ with the third open for one of the three target brands. The shot machine, supported by the comprehensive sell-in strategy POS and a massive sampling consumer engagement effort, dispensed ice-cold shots that were sure to shake things up.

The Results:
In data taken from over 600+ accounts across the U.S. brand sales increased anywhere from 20% to over 100%. Jose Cuervo sales increased 20%, Goldschlager 25%, Rumple Minze 35%, Black Haus 40%, and Captain Morgan Tattoo an incredible 22%.