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Bohan Launches Dueling Grounds Brand

08/09/2015

The Marketing Standard

Marketing & PR

New York, USA

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08/09/2015

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Dueling Grounds Distillery in Franklin, Kentucky, is located in one of the last places in America where it was actually legal for gentlemen to settle their differences the old-fashioned way: Twenty paces, turn and fire. This insight formed the basis for a complete branding and design project undertaken by Bohan Advertising in Nashville to launch the Dueling Grounds Kentucky craft Clear Moonshine. The agency developed the bottle design and the name of the product. And then they built the brand story, sourced bottles, designed the logo and bottle labels, and created and hand-produced the promotional boxes in which the company’s Kentucky Clear moonshine spirits would be presented to distributors—and to key influencers like the South’s best bartenders and clubs. Also inside the box, Bohan included a commemorative set of pewter shot glasses to play off the Dueling Grounds name—and the Kentucky Clear moonshine experience—as soon as the box was opened. Appropriate to the brand’s dueling heritage theme, those shot glasses are labeled “Shot 1” and “Shot 2.” Bourbon must be aged in the cask three years, but Dueling Grounds wanted a product it could begin marketing at once. And the idea for Kentucky Clear was born. By law, this kind of grain-based distilled clear spirit doesn’t even need to be aged three days before it’s sold, hence the cap label “Barely Legal.” BOHAN created the box to help sell the product to distributors who would, in turn, get placement at retail. The initial order was for only 15 units. But within a week, Dueling Grounds realized there was demand for the box set and is now producing the set to sell them for $50 each. After the first round of deliveries of our Dueling Grounds “box set,” Kentucky Shine was picked up by Kentucky’s largest liquor distributor and is already on its way to store shelves across Kentucky and ultimately the rest of the South.

About The Marketing Standard

Toni Lee is a communications specialist with expertise in developing strategically focused marketing, public relations and social media programs for companies that include both internal and external channels.

Her clients are predominantly in the business-to-business space, with most in the marketing services, advertising, financial services, venture capital and publishing fields.

In the course of her 25-year career she has worked on behalf of such well-known companies as Ogilvy & Mather, Deutsch, Harvard Business Review, Conde Nast Magazines, Rupert Murdoch, Franklin Resources, Village Ventures, Inc. Magazine and many others.

Toni founded TL Communications in 1998 following a seven-year tenure at Grey Advertising. Since beginning her own firm, she has worked as a consultant to Ogilvy & Mather North America, managing its internal communications and public relations efforts.

In addition, her clients include and have included a variety of creatively focused companies such as Butler, Shine, Stern & Partners, Digital agency Blue State Digital (the agency behind Obama), Promotional marketing firms TracyLocke and Ryan Partnership and financial firms Hightower Partners and Bowen & Company.

Toni honed her PR skills at Howard Rubenstein & Associates in New York and also worked at a variety of PR firms including Lobsenz-Stevens and KCS&A.

"Any business, especially an agency business, has to promote both the product and the people, the work and the workers. Partnering with Toni to find that right balance for me has been eye-opening. We’re in the business of selling more than just individual stories and features; it’s about sustainable ideas that build relationships."

Thomas Gensemer, CEO Blue State Digital

As head of Advertising Women of New York’s PR committee, Toni helped found and create “The Good, Bad & Ugly Awards,” as a mechanism to help AWNY establish and build its brand within the advertising marketplace.

She has served on the board of directors of the BrandCenter, a graduate School at Virginia Commonwealth University. A graduate of University of Pennsylvania, she resides in Wilton, CT.

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