Zephyr Agency collaborated with Six-Tricks to orchestrate an exclusive VIP pre-launch media familiarisation event and concurrent media campaign to herald the opening of the distillery and cocktail bar.
THE CHALLENGE
Six-Tricks required a high-impact market entry strategy to launch their $2 million world-class distillery and cocktail bar. The goal was to establish immediate brand authority in a saturated craft spirits market, justifying the significant capital investment by positioning the venue as a premier destination for both local enthusiasts and national industry connoisseurs.
Our Solution.
Strategy and objectives
What was the specific objective of our engagement?
To orchestrate a comprehensive pre-launch and opening campaign that transformed a physical venue launch into a national brand story. We aimed to position Six-Tricks as a disruptive force in the Australian spirits landscape, leveraging their state-of-the-art facilities to secure must-visit status before the doors even opened.
Our strategic framework focused on three core pillars:
- Exclusive Familiarisation: Curating a VIP and media guest list to experience the brand firsthand, ensuring authentic, high-value social and editorial advocacy.
- Disruptive Positioning: Highlighting the $2M+ investment to signal quality and scale, moving the narrative beyond just another local bar.
- National Syndication: Utilising local interest as a springboard for national trade and news placement to support long-term growth and distribution goals.
What channels and tactics did we employ?
An exclusive VIP pre-launch event; managed RSVP and influencer outreach; and a dual-track earned media strategy targeting both mainstream lifestyle outlets and national industry trade publications.
Implementation Steps
| Key Action | Description | Timeline |
|---|---|---|
| Narrative Architecture | Crafted a compelling brand story focused on the Six-Tricks craft, the $2M investment, and the disruption of the traditional Australian spirits model. |
October 2023 |
| VIP Pre-Launch Event | Orchestrated an exclusive media familiarisation event, managing end-to-end RSVPs and guest experience to seed early social and editorial content. |
November 2023 |
| Multi-Tier Media Launch | Executed a synchronised media push targeting Gold Coast lifestyle press, national News Corp syndication and specialised industry trade. |
November - December 2023 |
| Social & Visual Advocacy | Managed social photography and post-event coverage to maintain momentum and visual FOMO through the peak holiday opening period. |
December 2023 |
| Newsroom Management | Consistent outreach to trade publications like The Shout and Drinks Trade to establish the brand’s professional B2B credentials. |
Ongoing |
| Impact Reporting | Comprehensive monthly analysis of sentiment, reach, and consumer behaviour indicators to refine strategy in real time. |
Monthly |
The Results.
Key Performance Indicators (KPIs)
The campaign successfully established Six-Tricks as a powerhouse in the local hospitality scene, evidenced by a flagship feature in the Gold Coast Bulletin. By successfully pitching the scale of the investment, we secured national syndication across the News Corp network, including The Herald Sun and Daily Telegraph, exposing the brand to a massive interstate audience. In the industry sector, we validated the brand's disruptive potential through significant features in Drinks Trade and The Shout, ensuring Six-Tricks was recognised by the voices that shape the Australian liquor industry.
| Metric | Before Our Service | After Our Service | Strategic Impact |
|---|---|---|---|
| Total Media Mentions | 0 | 33 | Rapid market entry with consistent high-tier placements. |
| Media Reach | 0 | 1,234,600+ | Significant national visibility across metro and trade markets. |
| National Syndication | 0 | Syndicated via News Corp | Elevated a local launch to a national interest story. |
| Industry Authority | 0 | Featured in The Shout & Drinks Trade | Immediate recognition as a serious player in the spirits sector. |
Media highlights
A feature article in the Gold Coast Bulletin, national syndication across News Corp publications such as The Herald Sun and Daily Telegraph, as well as social photography coverage following the launch; consistent appearances in prominent local lifestyle media and coverage in industry publications Drinks Trade and The Shout.
Summary of Success
The collaboration between Zephyr Agency and Six-Tricks Distilling Co. successfully transformed a new venue opening into a landmark hospitality event. By leveraging an exclusive VIP familiarisation strategy and targeted national media outreach, we achieved a reach of over 1.2 million and established a strong brand presence in both the lifestyle and trade sectors.
The campaign not only generated immediate foot traffic for the distillery’s opening but strategically positioned Six-Tricks as a major Australian spirit disruptor. This comprehensive launch has provided the brand with a powerful foundation for its next phase of commercial growth and national distribution.
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