We built a multi-channel marketing campaign to raise awareness, taking drinkers on a brand journey filled with folklore, legend and a dash of West Texas grit. Point-of-purchase advertising, lifestyle photography and digital campaigns introduced ranch water to a new and broader audience, boosting brand recognition and driving trial. We expanded the ongoing campaign after launch, adding branded merchandise, event promotions, social media content and new product innovations month after month as the brand began to grow.
In 2020, just months after our collaboration, Lone River rose to the top of the ranks as the number one independent hard seltzer brand in the US, with the top selling six-pack in Texas. Demand fueled rapid expansion, and Lone River quickly spread across the country into 23 states—to the delight of drinkers. Consumers weren’t the only ones whose attentions were piqued, either. The brand’s Texan swagger also caught the eye of alcohol industry titan Diageo, who purchased the brand less than a year after launch.