Ragged Branch

Beyond Business was approached to align Ragged Branch’s marketing initiatives, positioning the brand at events to drive sales and secure new accounts across Louisiana, Florida, Virginia, and Washington DC.

CLIENT
Ragged Branch

YEAR
2020-Present

The Goal

Drive sales through engaging activations that resonate with Ragged Branch target audience.

Our Plan

Tap into the sports and outdoor lifestyle to drive brand awareness and preference for consumers in specific locations. Create opportunities for Ragged Branch visibility with branded media, lifestyle apparel, and key consumer sampling opportunities.

Execution

Increased exposure of Ragged Branch at targeted experiential events:

  • Meat Mayhem Fishing Tournament (Florida)

  • LSU Athletics Partnership (Baton Rouge, Louisiana)

  • DC Mardi Gras (Washington DC)

  • Hometown Bourbon + Beef Distillery Marketing (Virginia)

  • Marketing Partnership with Traeger

Event-specific Branded Materials:

  • Coordinated Ragged Branch apparel

  • Event banners and feather flags

  • Decal wrapped fishing boat

Increased Wide Scope Visibility:

  • Discovery Channel (through Meat Mayhem)

  • ESPN (through LSU Athletics)

Meat Mayhem Fishing Tournament

Event Marketing Display:

  • Coordination, management and production of event marketing assets

  • Branded Flags, banners, wrapped Boat

Product Placement:

  • Coordination, management and/or production of product placement opportunities

  • Post Fishing and Championship Celebration

  • Teammate Hat, Jacket, and Long Sleeve Shirt coordinated apparel

Stealth Sampling:

  • Coordination of key sampling moments—sharing product during the occasion it should be enjoyed

Key Account Sampling, Product Education:

  • Coordination, management of key sampling/marketing opportunities

  • Participants: Roostica, Roost, The Docks Restauraunt & Raw Bar, Oceans Edge Marina

Brand Ambassador:

  • Coordination, management, and participation

  • Social Activation and amplification

TV Visibility:

  • Coordination and management

  • Ensured that cameras were on boat day one and secured interviews/brand exposure on the Discovery Channel

Social Media Posts

LSU Athletics Partnership

Event Marketing Display:

  • Coordination, management and production of event marketing assets

  • Branded Flags, banners, wrapped Boat

Print Media:

  • LSU GAMEDAY Publication

Product Placement:

  • Coordination, management and/or production of product placement opportunities

  • Post Fishing and Championship Celebration

  • Hats + Jackets + Long Sleeve Shirt coordinated apparel

Stealth Sampling:

  • Coordination of key sampling moments

  • Sampling— Sharing product during the occasion it should be enjoyed

  • Integration into VIP Hospitality Areas

Key Account Sampling, Product Education:

  • Coordination, management of key sampling/marketing opportunities

  • Participants: Roostica, Roost, The Docks Restauraunt & Raw Bar, Oceans Edge Marina

Brand Ambassador:

  • Coordination, management, and participation

  • Social Activation and amplification

TV Visibility:

  • Coordination and management

  • Ensured that cameras were on boat day one and secured interviews/brand exposure on the Discovery Channel

TV Visibility:

  • LSU Sports Radio Network Live Reads & Spots

Partnership Awareness

Ragged Branch at DC Mardi Gras

Goal:

Leverage the Louisiana Reserve Louisiana Connection to connect with Louisiana Consumers in DC while also unlocking new on-premise retail accounts in the Metro DC area. 

Product Placement:

  • Coordination of product placement opportunities at the event and featured behind the bar area

Stealth Sampling:

  • Coordination of key sampling moments for guests during DC Mardi Gras

Brand Ambassador:

  • Jay Ducote as the evening’s event Brand Ambassador participant

  • Social Activation and amplification

The Results

Through the Sales Boost Activation with Beyond Business, Ragged Branch achieved:

  • Regional growth across the Southeast United States, including new accounts in the desired areas (Louisiana, Florida, Virginia, and Washington DC) and continued expansion into new regions (Tennessee and Delaware).

  • New On-Premise accounts through Meat Mayhem near the fishing tournament, such as Roost, The Docks Restauraunt & Raw Bar, Oceans Edge Marina

  • Secured Ragged Branch distribution in LSU Tiger Stadium, Pete Maravich Center (PMAC), and Alex Box Stadium.

  • Leveraged relationships with mutual LSU Partners, Rouses Market, and Burger Smith to secure distribution of Ragged Branch products.

  • Collaborated with Burger Smith to launch the Ragged Branch Bourbon Burger that uses Ragged Branch Bourbon Mash fed beef raised on the grounds of the Ragged Branch Distillery. The ultimate farm to glass + farm to table experience.