Case Study: Oskar Blues Brewery launches Spirits by Oskar Blues with Agency Squid

Oskar Blues Brewery launches SOB with Agency Squid and sells 350 cases a week

Oskar Blues Brewery, a pioneering craft beer brand, faced the challenge of breaking into the competitive ready-to-drink (RTD) spirits category while maintaining its authentic and irreverent brand identity. They enlisted Agency Squid to create, position, and launch an entirely new spirits venture from the ground up that would differentiate itself from its beer roots and resonate with both loyalists and new consumers.

Agency Squid developed the new brand, Spirits by Oskar Blues (SOB), including its naming, full brand architecture, tone of voice, and design system. The agency also created a digital "Poke the Bear" campaign and a mobile-first website to support the launch of its first product, a canned Moscow Mule. The results included over 1,000 unique website visitors, 145,000+ video views, and the sale of 350 cases per week in test markets, with retailer demand quickly outpacing initial forecasts. Agency Squid's work successfully established a new pipeline of innovation for the company.

Oskar Blues Brewery