Developing the Brand and Go-to-Market Strategy for a New Spirits Company

Inspired by husband-and-wife duo Josh and Alyssa Ammerman’s shared love of craft cocktails and passion for collecting vintage cocktail glasses, we developed Butterfly Spirits: a brand that nods to the golden age of cocktails and a product lineup with unique botanical blends and herbaceous flavors.

After finalizing the brand, we developed and implemented a unique go-to-market strategy — launching the brand and products during the 2020 global health crisis — leveraging socially responsible activations and community-based partnerships in addition to traditional marketing tactics (email, social, paid search, PR, and influencer collaborations) to generate brand awareness and drive product demand.


Spirit Awards


Impressions across paid search and paid social


Engagement rate in social posts