In order to create a groundswell and consumer demand even before the spirit launched, our team decided it was important to lay breadcrumbs with important press decision makers and gatekeepers. Our work started months before the spirit hit shelves and we took advantage of that time to bring forth creative tactics like a Christmas in July. Knowing that luxury print magazines decide on their gift guide layout months in advance, we outfitted venues in Los Angeles and New York with a Christmas theme in July. We then invited important long lead editors and producers into this branded space where we served them cocktails from the cities’ best mixologists. We sent everyone home with an advanced sample of the spirit and waited for “best of” and gift guide mentions to roll in. In tandem with this activity, we also focused on traditional pitching and seeding the spirit to events with cache.