Doe-Anderson

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Brand loyalists for this 9-year-old, 100-proof whiskey are primarily males with incomes of $50,000 plus and a college education. They're down-to-earth and have a strong sense of self while continually looking for ways to reward themselves.

While events and off-premise P.O.S. materials effectively communicated the position of "Drink Life Deeply," it was our on-line Knob Creek Stillhouse Program that was most successful in bringing Knob Creek loyalists together. Through activities, quizzes, videos and a room in which loyalists could share opinions and ideas, we helped spur a major spike in Knob Creek Web Site activity with average time spent on the site increasing by 28% from 2007 to 2008.