Case Study: WhistlePig Whiskey achieves 282 media placements and 421M impressions with Dittoe Public Relations

WhistlePig Whiskey secures 282 media placements in 6 weeks with Dittoe Public Relations

WhistlePig Whiskey faced the challenge of engaging audiences during Dry January, a period that typically dampens sales for spirit brands. To adapt to shifting consumer trends toward mindful drinking and non-alcoholic (N/A) options, they created the Dank & Dry Old Fashioned, a limited-time N/A cocktail with cannabis terpenes that also served as a fundraiser. They enlisted Dittoe Public Relations to launch a media relations campaign that would disrupt the traditional Dry January narrative and secure mainstream coverage.

Dittoe PR launched the Dank January campaign with a targeted media strategy that emphasized the product's taste and charitable component. The solution successfully secured widespread coverage, including in USA Today. The results for WhistlePig included 282 media placements, 421.6 million impressions, and over $3.9 million in ad value. Dittoe PR also managed the affiliate marketing, which drove 348 transactions and approximately $26,000 in sales for the product.

WhistlePig Whiskey