Zehnder Communications, Inc

Green River Whiskey Product Launch

The 10th oldest distillery in the state of Kentucky, Green River Distilling Co. was a legendary brand that ended in a mysterious fire during Prohibition. In 2016, it rose from the ashes with a full-scale restoration of the grounds and the bourbon expertise of an 8th generation Master Distiller. History came full circle with the release of Green River Kentucky Straight Bourbon Whiskey – crafted, aged, and bottled on its own home turf.

Industry

Food & Beverage

Services

Brand Strategy

Creative

Digital Development

Digital Marketing

PR / Crisis Communications

Social Media

Analytics & Artificial Intelligence

Influencer Marketing

Challenge

Green River reached out to Zehnder to launch the new product for a resurrected legacy brand, generating awareness and pride around the distillery’s history while also creating buzz around its present-day prowess.

Strategy

Our brand launch focused on local engagement and key figures in the whiskey world. Honoring its Owensboro roots, Green River solidified its position as the “Pride of Owensboro” with a citywide takeover featuring immersive video storytelling, live events, and standout retail displays.

Zehnder captured Green River’s past and present in a multi-day video shoot, pairing historic artifacts with new packaging and playing on the “haunted” nature of the grounds and a brand coming back to life. Influencer marketing, social media content, and a dramatic teaser video built anticipation, and a launch invitation offered “just a taste.”

We also designed GreenRiverWhiskey.com, unveiled alongside the product and acting as a hub for entertainment, education, and bottle-searching. Rooted in the brand’s story with clear calls to action, the site seamlessly guided visitors to plan distillery visits, shop merchandise, and locate a bottle of Green River Kentucky Straight Bourbon Whiskey.

Results

Zehnder orchestrated one of the largest new product launches in recent whiskey history. Over the two-week launch period, Green River set a record for most spirit cases sold in Owensboro in the distributor’s history.

$80,000

in sales in Green River Visitor Center during launch weekend

2,119

bottles sold in the first two weeks

408%

increase in Instagram profile visits during launch week

456%

increase in Instagram impressions during launch week

870%

increase in Facebook page visits during launch week

525%

increase in Facebook video views during launch week

More About Green River Distilling Co.

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