Cognac Cask Case Study
Creative & Design Direction / Campaign / Event
Client: Still Austin Whiskey Co.
Role: Creative Director, Campaign Lead
Launch Type: Limited “Distillery Reserve” drop (100% rye, finished in French cognac barrels; hand-painted label collab with artist Zuzu).
Team: Brand marketing, photo/video, events, e-comm
Outcome: Sold out in < 24 hours (DTC + on-prem pickup)
The Challenge
Create buzz and urgency for a one-off, artist-driven release—then convert that attention into a fast sell-through across email, web, social, and an on-site release party with bottle pickup.
The Strategy
Two-phase drop plan built for scarcity and momentum:
Tease & build intent
Waitlist + announcement cadence; short-form video and stills that highlighted the hand-painted labels and the cognac-finish story. (Distillery Reserve; 100% rye, finished in French cognac barrels; collab with Zuzu).Launch & convert
Tight day-of sequencing across homepage hero, PDP, email, and paid/organic social—plus an in-person release party + pickup at the distillery with custom posters and programming.
Scarcity converts best when it’s story-first: a craft-rich product, a credible artist collaboration, and a frictionless drop path.
Assets Delivered
Teaser
Teaser email series (announce → reveal → “set your alarm”)
6–10s social trailers + Reels (label macro, barrel/texture, bottle silhouette)
Waitlist/notify-me landing & PDP “locked” state
Launch
Homepage hero + shop banner swap
PDP unlock w/ inventory meter & limited-run messaging
Launch email + SMS (if used) with direct-to-cart deep links
Organic + paid social (square & 9:16 cutdowns)
On-site Release Party / Pickup
Poster series (artist + bottle), entry signage, wayfinding
RSVP form & confirmation flow
Photo backdrop + day-of capture for post-event content
Deliverables
Web Hero • PDP • Email • Social (video) • Social (stills) • Event Posters • Wayfinding • Recap
Results
Sold out in under 24 hours (campaign target met)
Successful same-day distillery pickup synchronized with online demand
Reusable limited-release drop playbook for future bottles
My Role
Led cross-channel creative direction and drop sequencing; set look/feel and messaging; directed photo/video; wrote/edited key copy; partnered with events team on on-prem experience; aligned e-comm for day-of swaps and PDP unlock.
