Great Jones Distillery
Launching Manhattan’s First Whiskey Distillery Since Prohibition
In a serendipitous connection, Basquiat’s studio shares the very street where Manhattan’s first whiskey distillery was built. Great Jones Distilling Co. connected with the Basquiat Estate to create three one-of-a-kind artist edition bottles featuring labels that display the iconic artist’s crown signature, Pez Dispenser figure, and Skull portrait.We created a seamless user journey that covered all points of contact from awareness through conversion by utilizing: digital support, DTC integration, social strategy, and studio/on-location photography.
Our in-house studio captured the essence of the three novel Basquiat x Great Jones whiskey offerings, along with the exclusive accompanying merchandise made in collaboration with Rome Pays Off. The three bottle designs were photographed on custom sets designed by our studio team, with each set evoking an 80’s era theme paired with accompanying cocktails.
We orchestrated a second photoshoot on site at Great Jones Distilling Co. that captured each of the bookable Basquiat Distillery offerings, the Basquiat Art takeover, and the full menu of food and drink offerings to be featured at the Basquiat Bar.
The results? The content not only amplified our team’s digital promotion efforts across all fronts—organic social media, paid advertising, CRM, DTC, PR, and web—but also gained the spotlight in Forbes and Time Out as a must-do New York City experience that not only underscores Basquiat’s authenticity as a true New York artist, but also highlights Great Jones Distilling Co. as a brand rooted in the heart of New York City.
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