Amid a growing sea of new competitors in the market, New Riff Distilling tapped PB&J to help bring a new sensibility to the brand. Founded in 2014 by Ken Lewis, a visionary Kentucky liquor retailer and entrepreneur, New Riff set out on a singular mission: to someday be counted among the world's great small distilleries.

The brand's crafted excellence in the Cincinnati market was well-known, offering the opportunity to build stronger regional community connections with like-minded lifestyle businesses, personalities, and the media. Our strategy involved targeting key feeder markets where opportunities to support the distribution's growth and expansion plans could be met with excitement in the media landscape.

Our amplification efforts involved harnessing a new brand messaging framework with a cohesive tone and animating the unconventional brand character to bring the brewery ethos to the people through experiential elements including exclusive media tasting sessions, pop-up events, and media placements.