The Brief
Situation:
Old Crow is one of Kentucky’s earliest bourbons, dating back to 1835. Old Crow was once the top shelf bourbon of choice for war heroes, presidents, and poets. However, it’s allure began to fade in the 1980’s when the original distillery was closed and production began at a new facility with a different mashbill. Today, Old Crow is a budget bourbon that remains relatively obscure to the average drinker.
Category Trend:
There has been an increased demand amongst consumers for craft products, which has benefited the premium brands.
Consumer Truth:
Not every consumer is looking for a super premium bourbon. Some people just want a brand that is simple, reliable, and a good value.
Challenge:
The bottom shelf of the bourbon aisle is filled with a wide array of brands that nobody has heard of, making the decision process more of a gamble. Old Crow needs a way to differentiate their bourbon from the others.
Opportunity:
Revitalize the Old Crow brand by leaning into the truth behind the bottle. It's not "artisanal" or "small batch". What makes Old Crow special is that it's old. Old Crow has stood the test of time because it's good.
Strategy:
Old Crow has 185 years of experience making real Kentucky bourbon. That speaks for itself.
