1. Black SheepBrandyDirectMarketingCampaign
Boutique shopsare onthe rise and thisis notdifferentwhenitcomestospirits.“Craftdistilleries
continue toattract fans andinvestment.Industryexpertsbelievethat750 independentdistillerieswill
operate aroundthe U.S. by the endof 2014.” (Admall).Accordingtothe industrytrendssmall distilleries
operate toursand tastingroomsfor customers(Admall).AccordingtoMRI+ the highestmakerfor
brandyare single,African-Americanmenbetweenthe agesof 21 to 49 (MRI+).Admall statesthatsales
for thisproductincreasesinJune andthenagainduringthe holidayseason(admall).

2. Running Brook Vineyards:
RunningBrookVineyardsisalocallyownedandoperatedwineryinNorthDartmouth,
Massachusettsofferinglocallygrownand100% natural wine to the community. “RunningBrook
VineyardandWinerywasfoundedin1998 by PedroTeixeiraandManuel Moraisout of a visionto
produce topqualitywinesthatwill make New Englandersproudandsatisfytheirpalates”
(http://www.runningbrookvineyard.com/#!location/c2q4) .Thiscompanyfocusestheireffortson
providingafamilyfriendlyenvironment. Theycurrentlyhosttastingandcookingclassesintheirwinery.
In addition,RunningBookoffersfree life musicforcustomerstoenjoy.The wineryhasarustic
atmosphere andthe buildingappearstobe abarn. Thisissmall and hasa verylocal establishment,
whichhas a homeyfeel to it.Itis a place where all the localsfeel comfortable andrelaxedintheirvery
rusticsetting.Forinstance whenyouarrive at the establishment,youmaybe greetedbya chickenor
two.Theirproduct can onlybe obtainedfromtheirwinery;theyare the sole distributor.Currently,they
are promotingtheirbrandonFacebookandrelyingonword- of-mouth.Theyare now tappingintothe
spiritmarketbylaunchingBlackSheepBrandy.
Black SheepBrandy:
LaunchingBlack SheepBrandywill notonly bringaboutpotentiallynew customers,butalsohelp
to establishawhole newlineof alcohol tothe RunningBrookVineyardsbrand.Manymayask; “why
wouldtheymake brandy?”well the answerisinthe ingredients.Infact,brandyactuallymeans“burned
wine”inthe Dutch language.(http://cocktails.about.com/od/spirits/p/brndy_bscs.htm)Brandyisliquor
distilledfromWINE!Sowhywouldn’tRunningBrookmake thislaunch?!
RunningBrookVineyardslikestothinkof themselvesasthe “Blacksheep”of the winery
industry,thus,the name “BlackSheepBrandy”wascreated.

3. Thisbrandy,as theircurrentwine line,willbe producedexclusivelyfromgrapesgrownintheir
fields.Thisexceptional feature will make thisproductunique andone of a kind.BlackSheep Brandywill
be 100% local and 100% Massachusetts.
Campaign Overview:
As a distillery,RunningBrookwill nothave adirectcompetitorsince itisn’tlike anyother
distillerywithinaclose distance fromthem.Since BlackSheepBrandyisanew product,there isno
previoushistoryonitsmarketingcampaign.The same conceptusedtopromote theirwine will be used
to stimulate salesandcreate productawarenessforBlackSheep.The winerystore willalsoserve asthe
exclusivedistributorof the liquor. The average price of thisbrandywill be $30-$40 perbottle.Three
differentkindsof brandywill be offeredatthisdistillerybutatlaunchonlythe white,un-agedversion
will be available.Frequenttastingandcookingclasseswill be offeredforthe brandy.
Giventhe uniquenessthatRunningBrookVineyardshas,theyhave chosentokeepthe target
marketveryniched.Witha targetage groupof 21-40, a demographicof all wine drinkers/enthusiast
withina100 mile radius,wholike togaina new experience,andenjoyafunandrustic atmosphere in
additiontothe currentin-house list.Since RunningBrookVineyardscustomersusuallybuymostof their
alcoholicbeveragesduringthe spring,summerandwinterholidaymonths,the objectivethatthe Black
SheepBrandywouldlike toreachisto encourage theircurrentcustomerstopurchase duringtheiroff
seasons.Mostimportantlyraise awarenessforBlackSheepBrandy. The advertisingtechniquesthatwill
be usedinthe launchof Black SheepBrandywill remain aswordof mouth,butRBV isgoingto start a
newdirectmarketingmethod,otherwise knownasdirectmail.Theyhave developedanenvelope
specificallydesignedtocapture the recipient’sattention,enclosedwithaletterof introductioninside.
Also,anotherdirectmail methodbeingusedinthe launchof thisproductwill be postcards enticingnew
and currentcustomersto visitthe RBV establishment.Furthermore,BlackSheepbrandywill be heavily

4. advertisedandpromotedviasocial mediachannelsincludingFacebook,Twitter,Pinterestand
Instagram.Online contestwill be launchedwhere individualswill compete inthe sharingandpostingof
the Black SheepBrandybrand,bysharingphotoswitha sharedhashtag inthe post.The hashtagRBV has
createdis#ShareaBlackSheep.The winnerorindividual withthe highestsharesandpostwill winaccess
to a RBV party of theirchoice.Pinterestwill alsobe playingarole intheirsocial mediacampaigns,the
Pinterestcampaignwill consistof RBV sharingvariousdrinkandfoodrecipesusingtheirBlackSheep
Brandy product.Lastly,an email blastwill be sentouttothe in-house listpromotingthe social media
efforts,the “Share”campaignalongwithaninvitationtocome inand try BlackSheep.The headline to
promote the uniquenessof the productwill be 100% local - 100% Massachusetts – 100% RunningBrook.
The colors usedforthiscampaignas mostlyredand blackto continue withRunningBrookcurrentcolor
scheme.Some yellowfromthe distillerylogoisbeenutilizedforcohesivenessandgreentopromote
natural and locallygrown. Nootherformof marketingwill be usedtoadvertisethisproduct.
An email blastwill be sentouttoall VIPmembersinvitingeachmembertoparticipate ina
mixologycontest.EachVIP memberinvitedwillbe instructedtocreate agroup of 4-5 inorder to
participate.The teammayconsistof individualswhoare notcurrentlymembers.(the underlyingmission
here isto gainpotential newcustomers).Inthismixologycontest,therewillbe three rounds.Each
roundwill require the teamscompete increatingnew,andunique drinkrecipesusinganyingredientsas
longas RBV blacksheepbrandyisone ingredient.The winningteamwillreceive the honorof being
placedinthe Black SheepBrandy hall of fame.The membersof the team, whoaren’tcurrentclub
memberswill becomeinstantclubmembers,andhave accesstoclubbenefits.
RunningBrookVineyardwillrunone promotioneveryfourmonths.The promotionwill be an
offertothe customersin meansof enticingthemtobecome a“Brandy ClubMember”.The benefitof
the Brandy Clubis;Brandy ClubMemberscanenjoy10% off everythree bottle brandypurchase.Also,if
a current memberisable toreferthree or more new clubmemberstothe BrandyClub,the original

5. memberwill receive afree bottle of BlackSheepBrandy.Some store promotionswill be offered.The
twooffersthat will be available instoresare:Buy4 bottlesandgetthe 5th bottle free andBuy2 bottles
and get30% off the 3rd.
The projectedcostof these marketingeffortswill be relativelylow giventhanmostof itwill be
done viasocial mediaandword-of-mouth.The estimatedcostwill be usedtocoverthe designof the
twomail pieces,envelopeandsome staticsadsto postand share on social media.Also,actual costto
mailingthe material andthe costto coverthe expensesforthe winnersof the Share contest.The
expectedamounttocoverthe expensesis$2,500 - $3,000.
The customerservice goal isto strengthenconnectionswith currentcustomersandwhile
gainingnewonesandconvertingthempartof the RunningBrookfamily.Promotingthe phrase:
“RunningBrook,where there are noguests,onlyfriendsthatwe haven’tmet”will be promotedto
motivate peopletocome inand jointhe party.
Overall:
The overall goal of thiscampaignwill be tocreate awarenessof the new masterpiece createdby
RunningBrook,BlackSheepBrandy,andto promote salesforit.In addition,RunningBrookislookingto
expanditscurrentproductselectionandstrengthenexistingrelation.We are expectingtopromote a
familyfriendlyenvironmentwhere the communitycanjoinandhave a goodtime.The “Share” campaign
will generate buzzandpromote awarenessviasocial media.The SCAMPERtool will be used topromote
ideasanddifferentusesforbrandyonPinterestandpromote BlackSheepsales.Additionally,the mail
pieceswill serveasanintroductionof BlackSheeptoexistingandnew customersandthe secondpiece
will motivate themtocome tothe wineryandtry it.These methodswill be verycostefficientandare
expectedtoyieldaplausible numberof client’sresponse.