This document outlines Wigle Whiskey's marketing plan to expand into Philadelphia and Washington D.C. It discusses the target market of men and women aged 25-45 who enjoy exploring new products. The plan involves sending Wigle representatives to festivals, bars, and restaurants to educate customers and collect email addresses. Emails will be used to promote new products and drive traffic to social media channels like Facebook, Twitter, and Instagram where users can share photos of Wigle. Videos on the website and YouTube will showcase the distilling process. Festivals and popular drinking days will be targeted. Competition in these cities is identified. Metrics like voucher redemption and video views will track success.

1. Wigle Whiskey Marketing Plan for
Pittsburgh, Philadelphia, and Washington D.C.
BY: ANTHONY GOLLE & CHRIS BOYLE

2. Current Marketing Situation
• Wigle Whiskey – a growing Pittsburgh based
distillery looking to expand into Philadelpia
and Washington D.C.
• Goal – 7 cases/month directly online to
customers in these cities
• Has small loyal customer base in Pittsburgh
that can only purchase products on-site
• Expand and enhance marketing techniques to
gain customer awareness

3. Wigle Whiskey Target Market
• Men and Women age 25-45
• Urban
• Explorers that like discovery aspect of trying
new things

4. Population by Age
Philadelphia
•Estimated 28%
D.C.
•Estimated 31%

5. Big Question!!!???!!!
•HOW DO WE EVEN
START???!!!???

7. VALS
• Innovators
–
–
–
–
–
42% trust Internet the most
67% work full-time
62% married
24% likely to buy products labeled natural/organic
Sophisticated, in-charge, curious
• Experiencers
–
–
–
–
48 % trust Internet the most
20% married
Only 9% likely to buy products labeled natural/organic
Trend seeking, variety seeking, impulsive

8. Customer Analysis
• Innovators represent upper level of target market
around age 45
– Free time usually on evenings and weekends
– Restaurant and Festival presence
• Experiencers represent lower level of target
market around age 25
– Young and impulsive
– Currently want variety, potentially give new products
a chance
– Potential to grow as a long term customer
– Bars and social media presence

9. Positioning
• Innovators
– For sophisticated drinkers, Wigle Whiskey is the
family owned distillery that delivers natural
organic whiskey and a unique experience
• Experiencers
– For trendy variety seeking drinkers, Wigle Whiskey
is the newest urban distillery that delivers an
alternative choice of whiskey and an awesome
experience

10. Objectives & Issues
• Expand customer
awareness with Wigle
reps at
bars, restaurants, and
festivals
• Expand customer
awareness on social
media
• Maintain customer loyalty
through emails
• Enhance website to bring
Wigle experience to new
markets
• Competition in
Philadelphia and
Washington D.C.
• How to effectively market
completely online to the
new markets

11. Marketing Strategy

12. Wigle Representatives
• Need to be interactive, creative, educational, and fun
• Should be doing the following:
– Inform potential customers of the history of the whiskey
rebellion, the story of the birth of Wigle Whiskey, and
where the organic ingredients used to make Wigle
Whiskey come from
– Bring the experience through videos of production process
in the distillery
– Hand out vouchers
• Pittsburgh – free tours of distillery
• Philadelpia & D.C. – free gift or coupon with online bottle purchase

13. Email
• Internet is most trusted media of target market
• Gather valid email addresses in exchange for
samples and tastings from Wigle representatives
at restaurants, bars, and festivals
– iPads on site
– Enter email address instantly into a customer
database
• Email use
– Promotion of new products, events, and specials
– Links for redirection to all social media channels

14. Social Media

15. Social Media
• 74% of brand marketers saw an increase in
website traffic after investing just 6 hours per
week on social media
• Facebook is #1 social marketing tool for
brands at 83%

16. Facebook and Twitter
• “Which Way Do You Wigle?”/
#whichwaydoyouwigle
– Users post pictures of themselves enjoying Wigle
Whiskey
– Users post pictures and/or recipes of favorite
cocktails using Wigle Whiskey
– People will become curious of what friends are
doing and will make them aware of the product
and how to purchase it

18. Instagram
• Use more hashtags
– direct to page of all pictures using the same
hashtag
• #wheredoyouwigle
– Pictures of Wigle Whiskey products in
cities, bars, restaurants, and festivals

19. Bringing the Experience
• Philadelphia & Washington D.C.
– Step by step videos of entire production process
• On website
• Youtube channel
– Get to know entire staff
– Quality of the product from farm to bottle
– People will want to order from Wigle online if they
see the amount of time it takes to make the
quality product

20. FESTIVALS

21. TOP 5 DRINKING DAYS OF THE YEAR
St. Patrick’s Day

22. th
4
of July

23. Thanksgiving Eve

24. New Year’s Eve

25. Philadelphia bars and restaurants

26. Philadelphia organic restaraunts

27. Washington DC bars and restaurants

28. Washington DC organic restaurants

29. Competition

30. Green Hat Gin D.C.

31. Green Hat Gin D.C.

32. Dad’s Hat Rye Whiskey Philadelphia

33. Dad’s Hat is very similar to Wigle

35. Metrics
• Number of vouchers redeemed
– Free tours
– Free gifts with bottle purchase
• Tracking access to videos
• Response of curious potential customers who
interact with Wigle’s various social media
channels

36. Questions??????