An exclusive/ small batch mezcal producer looking to break into the NYC market.
Challenge: Getting the word out about a new mezcal on the market in an increasingly crowded field and within liquor advertising parameters.
For Espiritu Lauro we decided to bring the story to the consumer with the Diario Lauro Project. We carefully selected ten “tastemaker” New Yorkers who agreed to take a bottle of Espiritu and write weekly posts and upload photos of them enjoying Espiritu on our Diario Lauro website. From there we added ten more and built a community around this distinctive mezcal. Along with promotional parties and tastings we were able to go to restaurants and build excitement around our product.