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White Whiskey Launch

In-store and on-premise point-of-sale campaign to promote the launch of Pabst Blue Ribbon Whiskey - the brand's first-ever extension outside of the beer category. 
The campaign needed to establish this new (and unexpected) offering as an easy, inviting and accessible alternative for clear spirits drinkers, while leaning into the bold character of its iconic brand namesake as a driver of credibility and customer affinity.

Pabst Brewing Co.: Text
Pabst Brewing Co.: Work
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