Situation

Launched in 2007, Dry Fly Distilling became the first micro-distillery in Washington state since Prohibition, producing small-batch, ultra-premium vodka, gin and whiskey using all-natural, local ingredients and hand-crafted methods. But when Dry Fly tapped HL2 to bring its story to life, however, the distillery was little more than a fledgling operation. Our challenge was clear: create a new spirits brand from scratch; make it stand out on the shelves at retail and in bars; and push its value proposition to successfully compete in the ultra-premium category.

Approach

Following in the footsteps of Washington’s many successful wineries and microbreweries, Dry Fly created a truly unique storytelling opportunity with its exclusive status, old-world artisan craftsmanship, commitment to high-quality products with local ingredients and embrace of the outdoors. Targeting the affluent, 30-plus male who has a thirst for premium quality and a love of the outdoors, HL2 translated the Dry Fly story and its signature of quality through elegant logo and bottle designs, branding, business collateral and a stunning website.

Outcome

Dry Fly met and exceeded all of its sales goals in its inaugural year. The first batch of vodka sold out in the first week it became available, and demand for its spirits continues to outnumber production capacity. Dry Fly’s vodka also drew “Best Vodka” recognition and a Double Gold Medal at the San Francisco World Spirits Competition 2009.