Whiskey Producer Locke + Co Supports Colorado Creatives with New Music-Focused Campaign
The campaign is a multi-sensory, multimedia, and multi-channel experience that is beneficial to both the company’s brand and the struggling artists who have been hit particularly hard during the pandemic.
Denver’s 4B Marketing and rye whiskey producer Locke+Co, are serving up great-tasting Aspen-aged rye whiskey cocktails and excellent sounds with a new campaign designed to support Colorado’s creative community.
4B Marketing is helping boost brand awareness for their client, Locke + Co., with a clever campaign that elicits help from seven local, award-winning DJs to create eclectic Spotify playlists that accompany recipes for compelling and exquisite cocktails featuring Locke + Co’s unique Aspen-aged rye whiskey.
“We created this campaign with Locke + Co to bring the optimal whiskey enjoyment experience to Colorado’s consumers while also bringing awareness to the brand and its exceptional spirits,” says Tyler Jacobson, 4B’s Director of Marketing.
The campaign is a multi-sensory, multimedia, and multi-channel experience that is beneficial to both the company’s brand and the struggling artists who have been hit particularly hard during the pandemic. The playlists consist of dozens of songs in different genres, including Indie, Reggae, Disco, Chillwave, Soul, and Rock and Roll.
“With the pandemic limiting local DJs’ ability to connect in person with their audiences, it’s been challenging for them to make a living,” says Jacobson. “However, Colorado’s whiskey and music lovers can still experience the curated sounds of their favorite DJs from the comfort of their home with a great tasting beverage.”
Feel like chilling out with moody music? Serve it up with Locke’s “Needle in the Hay” recipe and DJ Boyhollow’s playlist, which includes Leonard Cohen’s “You Want it Darker” and PJ Harvey’s “Silence.” Or get ready to bliss out with DJ Ginger Perry’s modern chillwave playlist for Chef Russell Jackson’s Boulevardier, featuring tracks by H.E.R. and Biig Piig.
Locke + Co believes it’s more than messaging that makes a great brand. They walk the walk by partnering with the community to shape their brand, establish a loyal customer base, and connect with folks on a more personal level. Locke said they reached out to bartenders, whiskey enthusiasts, chefs, and even their moms to elicit the recipes that accompany the playlists.
“Part of what makes Locke + Co different is our community. We believe in “company” not necessarily as in a business, but as in we are welcoming people into our home,” says Owen Locke, Co-founder of Locke + Co. “We actively seek opportunities to work with or highlight local partners as it makes us feel we are contributing to building a better community and connecting on a deeper level.”
About Locke + Co
Combine generations of moonshining, two MBA degrees, and a passion for Colorado’s wild side, and you get a successful company serving up an exquisite aspen-aged rye whiskey that’s become a hit with those who enjoy good times and a good drink.
Co-founder Owen Locke continued his family’s tradition of moonshining by delving into fermentation when he was 15. He’s been honing those skills ever since. Locke reconnected with former high school lacrosse teammate Rick Talley, both of who were working on MBA degrees at the University of Denver’s Daniels College of Business at the time to start what would become Locke + Co.
The two Colorado natives started the company in 2010 when they bought a 23-gallon still and started aging rye whiskey in aspen barrels. The product is currently being distributed to local and retail markets in Connecticut and Oklahoma and online via Caskers and is set for distribution in Flaviar’s upcoming Whiskey Advent Calendar.
