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Lone River Ranch Water, acquired six months ago by liquor giant Diageo, launches its first national advertising this week as the tequila-inspired hard-seltzer competitor has expanded its distribution to nearly every U.S. state.
The young brand, founded by a former account director at creative agency Anomaly, puts riding, roping, cowboys, cowgirls, country music and decorated singer-songwriter-actor Ryan Bingham front and center of the campaign, dubbed “Follow It West.”
Ranch water, traditionally made with tequila, lime juice and seltzer—but increasingly popular in a can—is a West Texas drink of choice that has found fans nationwide, thanks in part to breakout brands like Lone River.
In a full-circle moment, founder-CEO Katie Beal Brown has recruited her former agency colleagues to help introduce Lone River to mainstream consumers.
“There’s
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