After years at its zenith in the late 70s and early 80s, the brand made famous by its stylish print advertising was largely neglected. The brand went from featuring celebrities like Cybill Shepard, Christie Brinkley, Cheryl Tiegs and Kim Alexis to featuring “on sale” price tags, and the luster quickly faded.
Enter McGowan Crain.
A complete marketing makeover was underway, from package design to print advertising and promotions. Gift packs and co-pack promotions were used to engage channel partners and drive sales. A new Black Velvet lady was introduced for sales meetings, advertising and promotions. Event marketing engaged the target audience, leveraging the brand’s “smooth” nature in any situation. People took notice. The contemporary iteration of the brand appealed to the newer generation of spirits drinkers. The brand regained its swagger, jumping to the #2 position on the Canadian Whisky charts. By the end of 2005, the brand was selling over 2 million cases.