Five Trail Whiskey
Intentionally Blended American Whiskey
Legacies are often only thought of in the past tense, but we think creating a legacy is less about where you’ve been and more about where you’re headed. Five Trail, the first expression from Coors Whiskey Co., was founded in the spirit of blazing new trails through collaboration. Fueled by the idea that when you unite a skilled group, one with a diversity of backgrounds yet a singular focus, great things happen. A unique team of whiskey experts, distillers, and brewers came together with the intent to craft an exceptional blended whiskey. Inspired by that dedication to camaraderie and quality, we joined Five Trail as their creative partner to stoke the fire behind this new brand. As the whiskey marketing agency behind this new-to-market launch, Makers & Allies helped Five Trail Whiskey authentically break into a new space and launch with an impactful integrated advertising and content strategy.
Client
Coors Whiskey Co.
Services
- Packaging
- Digital
- Advertising
Foundation
Packaging
Building upon the foundational package design we extended the Five Trail product lineup across an array of higher tier whiskey offerings. Each bottle boldly represented by a custom illustrated Colorado 14'er paired with a design system for growth and expansion through the introduction of the Cask Finish Series and Small Batch Limited Release Series whiskeys.
Activation
Social Media & Advertising
As the whiskey marketing agency for Coors Whiskey Co. we did more than launch a product—we them helped build a platform. Entering the spirits category for the first time, they trusted Makers & Allies to establish Five Trail's brand foundation and fuel its growth through a full-funnel system spanning paid media, social, and regional activation. Rooted in Colorado heritage and brought to life with Kentucky distilling expertise, our brand awareness campaigns used on-location content, geo-targeted advertising, and a content amplification program to introduce Coors Whiskey Co. to drinkers across key U.S. markets. All within a single year.
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Reach61.6M61.6M
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Impressions72.4M72.4M
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Followers Gained10K+10K+
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Total Engagements20M+20M+
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Avg Engagement Rate33.8%33.8%
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Follower Growth124%124%
Activation
Website Design
We built a comprehensive digital experience that lays out exactly what it means to craft an intentionally blended whiskey. Give this website a quick scroll and you'll leave with the understanding that Five Trail was purposefully blended by a unique team working together from Colorado to Kentucky.
Activation
Photo & Video Content
Photography and videography focused on capturing the brand's expression as a modern American whiskey. Our goal was to develop captivating yet refined creative that fueled a widespread introduction to the digital space and thoughtfully communicated values of quality, inclusivity, and innovation through lifestyle and studio content.
