Bear Fight Whiskey
THE SITUATION Bear Fight American Single Malt Whiskey takes old-world tradition and merges it with new-world attributes—making the liquid, unique, approachable, and affordable. Their ultimate goal is to be the leading producer of single malt whiskey.
THE STRATEGY
THE ASK: To uniquely establish Bear Fight in the Spirits category and help build affinity and appreciation with their audience. But Bear Fight is facing a fierce challenge. Increased demand for premium products has led to robust growth in the single-barrel and artisan whiskey categories, and Bear Fight is an unknown entrant into an underdeveloped category. OUR OBJECTIVE: To get people to rally behind Bear Fight by informing and exciting curious whiskey drinkers about this bold, rebellious newcomer looking to disrupt the status quo and create a new kind of whiskey experience. The 25-40-year-old cocktail curious target AUDIENCE is looking for a less intimidating and affordable entryway into the single malt category. They love nerding-out on the nuances of the process but sharing the tasting experience with friends is what really matters. They are constantly on the lookout for their next sip of adventure because Carpe Diem and unabashed authenticity are their mantras after the last couple of years of uncertainty. This provided us with the INSIGHT that people are looking for experiences that honestly reflect who they are and the life they want to live. OUR STRATEGIC PROPOSITION: Bear Fight is a wildly unique adventure. REASONS TO BELIEVE? Bear Fight American Single Malt Whiskey roars into uncharted territory with a uniquely American flavor profile unlike anything in the single malt category. While venturing into the great unknown isn’t for everyone, never forget that everything worth doing was once completely unknown.