Bringing the spirit of Red Hook across the nation.

Strategic Activation Creation + Execution in Multiple Target Markets

Nationwide, with focus to-date in New York, Texas, and California…and back again! More markets to be added.

Location

Building on RED VELVET’s successful collaboration with Tequila Ocho and Mezcal Vago in 2023, we were pleased to expand our work within the Samson & Surrey family by collaborating with Widow Jane in 2024.

Widow Jane sought national opportunities to showcase its small-batch whiskey, not only the tasty final product but the story behind the sourcing and special touches that make the brand’s products unique. The team tasked RED VELVET to design a custom traveling booth that would captivate audiences, highlight the beauty of Widow Jane’s distillation process, and be purpose-built for frequent, seamless travel.

To execute, we worked diligently in partnership with the brand team to confirm markets and events, managing all logistics to ensure a smooth delivery to market.

Challenge

Our team dove into Widow Jane’s story - designing for beauty and function while intentionally inserting easter eggs that serve as conversation pieces during exhibitions.

This build showcases many of the ingredients and some tools used in the process, a map from the Rosendale Mines (where the limestone water is sourced to proof) to the Red Hook distillery, and the casks that are used to distill the spirits…all captured in a way that pays homage to the Brooklyn neighborhood they call home.

We successfully collaborated with the Widow Jane team and event organizers nationwide on all production elements – including partner communications, freight coordination, travel, setup, activation servicing, and breakdown.

Solution

in action

Widow Jane’s layered goals focused on product sampling and sparking meaningful conversations in key markets where their brand could stand out. By crafting a show-stopping activation that embodied the spirit behind the whiskey, we amplified sampling opportunities and deepened attendee engagement. Partnering with RED VELVET streamlined the process, saving the distillery and marketing teams valuable time in design and planning. This year, the activation effectively paid for itself by reducing expenses compared to previous builds, including lower costs for repairs, freight, storage, and labor.

Results

8 Total Days Activated

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6 Tour Stops

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7K+ Total Attendees

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8 Total Days Activated | 6 Tour Stops | 7K+ Total Attendees |

Let’s make an impact together.

RED VELVET is a full-service experiential activations and events agency with dedicated account, creative and production teams accomplished in strategy and creative concepting.

From program design to marketing to full-scale production, we partner with brands to ensure business goals are met and exceeded to leave a lasting impression on each audience and its stakeholders.

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