Through a new, straight-to-the-point website, brand video and a social media strategy, we were able to showcase Wheatley Vodka to online consumers. We positioned this product as a vodka made from the 200 years of distilling experience at Buffalo Trace Distillery. We introduced Harlen and gave insights into how he makes Wheatley Vodka. We let our accolades and bartender endorsements speak for themselves. And we gave interested consumers a variety of cocktail recipes to try Wheatley Vodka. Parallel to the website, we created a sales kit for Sazerac Brand Ambassadors to present Wheatley Vodka to bartenders. This kit included a cocktail book featuring recipes from bartender influencers, sales materials that told the brand story, and a tasting mat to encourage on-the-spot taste tests of Wheatley Vodka versus competing vodkas, confidently demonstrating just how vodka is supposed to taste.