With information so easily accessible, B2B companies are no longer shielded from consumer backlash directed at the brands who buy from them. And in the early years of the craft whiskey boom, that’s exactly what was threatening the wholesale distilling operations of MGP. All it takes is a class-action lawsuit or a bit of harmless political sparring for potential new customers to sour on your name. So, how do you counter this wariness of distillers new to the business, fearing they’ll be considered cheating the craft if they source, or worse yet, deceiving the enthusiasts they so desperately covet?
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The only thing stronger than a couple bad pieces of press is a perfectly timed celebrity endorsement or two. Or sixteen. In the world of distilled spirits, MGP has access to some of the biggest and most respected names in the biz. So, we invited them to pull up a chair and have an honest conversation about the business of sourcing. Now in its third season, Rackhouse Roundtable has effectively destigmatized the controversy around the use of sourced spirits. The campaign has also established MGP’s social presence as being at the very heart of the online conversation.
CASE STUDY
SOCIAL
SOCIAL
SOCIAL
DIGITAL: Armed with the knowledge that MGP’s sales division has secured sales through social platform DMs in the past, the landing page was developed with responsive break points in mind for vertical content to maximize social sharing and incite sales conversations in the field.
SEASON 1: EPISODE 4
SEASON 2: EPISODE 4
SEASON 3: EPISODE 3
Each season was produced and directed by Michael Martin for Two Seam Films.
PRODUCER - Tom Hipp
DIRECTOR - Michael Martin
DP - Jake Brusha, Chris Commons, Chris Durr
EDITOR - Michael Martin
COLOR: Justin Roberts
STILLS: Season 2 and 3 stills shot by Brian Cummings
Season 2 Cast (L to R): Alex Castle, Wes Anderson, Ryan Maybee, Dr. Pat Heist, Marianne Eaves
Season 3 Cast (L to R): Fawn Weaver, Heather Manley, Alex Lindsey, Chris Montana
SEASON 1: EPISODE 5
SEASON 3: EPISODE 1