PRODUCT DEVELOPMENT
I had the opportunity to lead the full marketing and product launch strategy for Sonora, Garrison Brothers’ newest and first all-female-led bourbon expression. From initial concept through creative execution, legal approvals, packaging, content, promotion, and launch, I owned the end-to-end process, ensuring that the expression aligned with our Texas Treasures collection, upheld premium positioning, and told a meaningful story that was authentic to Garrison Brothers.
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Collaborated with co-founder Nancy Garrison and female distiller Samantha Olvera to define the bourbon’s overall vision.
Conducted competitive and internal analysis to identify gaps and opportunities in the Garrison Brothers expression lineup.
Determined finish: aged four years in new white American oak, then finished three years in rye whiskey barrels to achieve a distinct spice profile inspired by Garrison Brothers’ prior experimental releases.
Developed the creative brief for the Garrison Brothers ad agency, PR firm, and internal marketing team to kick-off the branding, packaging, content and overall packaging process.
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Guided ad agency through the naming process; ensuring alignment with Texas Treasures collection where all allocated expressions are named after historical landmarks and/or open spaces in Texas
Selected “Sonora”, inspired by the Caverns of Sonora. The awe-inspiring, mysterious, and hidden gem reflective of the female-led initiative
Oversaw trademark research and filing, collaborating with legal and external stakeholders
Conducted site visits to the Caverns to authenticate story, capture content, and build an organic narrative
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Led all bottle and carton design elements including the wax color and band and star artwork. Art included a silhouette of a cowgirl for a gentle nod to it being a female-led initiative, cave markings and a bat to tie back to the Caverns of Sonora itself, and other West Texas landscape elements prevalent in that area
Developed side bottle copy that gives a brief description of the expression, plus copy for all marketing materials, sales sheets, cartons, and Garrison Brothers’ e-commerce platform
Ensured cohesive storytelling across all touchpoints while maintaining alignment with brand guidelines
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Developed shot lists, schedule and overall direction for videography and photography shoot. Led direction and edits for final assets that included short-form and long-form storytelling for promotion and sales education needs
Collaborated with social media and PR teams for strategy and plan for pre-release teasers, announce, and post-release recap to gain audience interest
Crafted storytelling elements around the product origin, aging process, tasting notes, female leadership, and charitable contributions
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Researched and partnered with the Texas Cave Management Association, a 501c3, to contribute $5 per bottle sold to cavern preservation of the Caverns of Sonora
Coordinated legal and operational steps to ensure donations were appropriately allocated between Good Bourbon for a Good Cause and Texas Cave Management Association
Integrated charitable and conservation messaging into packaging (neckhanger on bottle), marketing collateral, and social and PR efforts.
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Defined pricing strategy, suggested retail price, and distributor freight-on-board pricing
Assisted in coordination release event: 1,000 bottles available at the release event sold out day of, 60 bottles available on Garrison Brothers’ ecommerce platform sold out day of, remaining 5,000 bottles distributed to on and off premise accounts across the US
Ensured alignment between marketing, sales, and operations for a seamless launch
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Delivered a high-profile, all-female-led product that became a top-selling, premium allocated expression
Strengthened storytelling capabilities across product, packaging, content, and social media
Gained experience with trademarking, packaging, charitable partnerships, pricing strategy, and multi-channel launch execution
