2024 BEST PRACTICE AWARDS
On the marketing front , the initiative was equally successful . OHLQ grew its email subscriber base by 17,000 during the initiative , while the Whiskey Gold Rush page on OHLQ . com received more than 60,000 pageviews the day of launch . Social media efforts yielded more than 85,000 impressions , 27,000 + content engagements and 8,720 clicks to OHLQ . com . Monthly web traffic surged by 58 %, affirming the power of the Whiskey Gold Rush to elevate both brand awareness and sales .
“ This innovative , fair approach to allow customers a chance to purchase a highly allocated bottle was a win-win for our OHLQ locations and our customers ,” says Lorraine Terry , VP of JOBS .
From left : Shamikka Brookins , Lisa Akey , Faye Callahan , Stuart Gartrell , Dagmawi Gebreselassie ,
Jason Leatherman , Brian Hoyt , Shawn Smith , Jacqueline
DeGenova , Kristen Castle , Lorraine Terry , Anne Dimmick and
Jennifer Richardson .
a bottle of Blanton ’ s Gold , a highly sought-after whiskey , at one of 101 participating retail locations . Each store distributed tickets featuring a unique QR code , allowing customers to enter the lottery . The twist ? Customers could increase their odds by visiting multiple stores , although they could only enter once per location , verified by driver ’ s license , and win the opportunity to purchase just one bottle . Each location had an equal number of winners , creating an exciting and fair competition for all .
The surprise announcement of the Whiskey Gold Rush added to the buzz . Each location featured a whiskey display built overnight , showcasing OHLQ Exclusive single barrels available for purchase . This initiative was designed to drive store visits and consumer engagement while encouraging additional purchases of single barrel products .
With comprehensive support , OHLQ stores received marketing materials , customized planograms for their Whiskey Gold Rush displays , and hands-on assistance from OHLQ staff , who provided training on brand knowledge and built engaging consumer displays . The results were staggering . The Whiskey Gold Rush garnered 78,734 entries , generated an incremental $ 506,000 in sales of OHLQ Exclusive single barrels , with 63 % of the stock selling out in just 10 days . Overall , participating locations saw a + 9.8 % sales increase , equating to a $ 1.313M boost compared to the same period the previous year .
FOSTERING GLOBAL PARTNERSHIPS
OHLQ ’ s recent collaboration with Ireland ' s Bord Bia redefined on-premise partnerships with the largest-ever collection of craft , limited-production and single-cask Irish whiskey and gin throughout Ohio . Exclusive gatherings in Cleveland , Columbus and Cincinnati attracted members of Ohio ’ s bar and restaurant communities to sample premium products , connect with distillers and brand ambassadors , engage in meaningful conversations and pre-order product ahead of retail release . Attendees walked away with custom-branded carrying cases and “ Journey Across the Isle ” book- www . stateways . com Fall 2024 • StateWays 13