From Limited Brand Awareness to 300% Case Volume Increase

Market Entry Strategy, Brand Activation, Account Acquisition, Consumer Engagement

Hendrick’s Gin had a very limited brand presence above 14th Street in Manhattan in 2014. Through a 3-year strategic partnership, Nikoa worked with the brand to design a strategy to increase brand awareness and market penetration; develop strategic consumer engagement and trade activations; and facilitate account acquisition. To increase engagement with the Harlem bartender community, viewed as a key influencer segment for brand introduction and consumer sampling, Hendrick’s Gin became the presenting sponsor of Uptown Battle of the Bars: The Art of the Mix.

The strategy successfully increased sales and distribution with thirty (30) new accounts opened year one in premiere Harlem cocktail bars representing 300% growth in case volume. Promotional efforts cultivated a network of 100+ influencer bartenders in Harlem trade area along with 2 million+ media impressions in key print, tv, and online publications, and 5000+ social media posts on all social platforms.

Customized consumer-facing and trade marketing campaigns including Harlem Hospitality Industry Nights were also developed to drive market penetration resulting in 7,000+ consumers engaged for tasting and sampling programs. Hendrick’s Gin continues to enjoy strong brand presence throughout the Harlem trade area and has become a brand partner in key marketing and community engagement activations.