Overview
Every year, Monkey 47 launches its highly anticipated Distiller’s Cut featuring a new 48th Botanical. Magrino was tasked with creating hype surrounding the launch among media, influencers and consumers to drive a sell out through impactful coverage that highlighted its limited nature.
Our Solution
Magrino executed a media and influencer relations plan that included a stunning floral-inspired mailer, an immersive event at the Tasting Room at the Tin Building, strategic media relations and a paid influencer campaign to drive coverage across key verticals – including F&B, travel, lifestyle and culture-focused publications. Magrino worked as an extension of the Monkey 47 team to bring Distiller’s Cut Edition 12’s unique story to life, utilizing key spokespeople like Monkey 47 founder Alexander Stein to speak to what made Distiller’s Cut different from previous iterations. Prior to the official launch, Magrino planned and executed a high-touch event that featured Distiller’s Cut paired with dishes from around the world to showcase its flavor profile and pave the way for both media and influencer coverage timed to launch and beyond.
Results
Magrino secured launch coverage of Distiller’s Cut Edition 12 in top tier outlets like GQ, Food & Wine, Gear Patrol, Wine Enthusiast, and more through the event, mailer and ancillary pitching efforts. With 12 media attending the New York event and 20 national media receiving the mailer, Magrino was able to secure over 12 million impressions within one month of launch. Employing an integrated approach, Magrino also secured content from five brand-aligned influencer partners as well, resulting in impressive engagement timed to the launch of Distiller’s Cut Edition 12.
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