The driving idea behind this campaign was to reintroduce Mine Hill’s premium craft spirits to a national audience through the power of creativity and collaboration. This campaign was a celebration of brilliant creatives coming together—Connecticut residents and natives, actor Christopher Meloni, new owner Zachary Karabell, and local artisans—united by a shared goal: to breathe new life into a beautiful, historic distillery with exceptional products. The idea was to honor Mine Hill’s heritage while infusing it with a fresh, modern energy that would captivate today’s consumers and media alike.
At its core, the campaign aimed to reinvigorate Mine Hill Distillery by creating a tongue-in-cheek, humor-driven narrative that would spark conversations, drive consumer interest, and generate significant media buzz. The collaboration with Meloni brought authenticity, humor, and cultural relevance, ensuring the campaign was not just seen but felt. The visuals and storytelling positioned Mine Hill as both a piece of Connecticut history and a modern, must-try craft spirits brand.
Key goals included:
Reintroduce the Brand: Revitalize Mine Hill’s image and bring it back to the forefront of the craft spirits conversation.
Foster Creativity and Collaboration: Highlight the creative synergy between local talent, industry experts, and celebrity influence.
Engage Consumers and Media: Develop shareable content that would get people talking and put Mine Hill back on the map.
Celebrate Connecticut’s Heritage: Emphasize the local roots, sustainable practices, and historical significance of the distillery.
By blending humor, heritage, and heartfelt storytelling, the campaign successfully captured attention, resonated emotionally, and reignited pride in a local treasure
The strategy behind the Mine Hill Distillery - Chris Meloni Brand Relaunch Campaign was rooted in leveraging creativity, collaboration, and storytelling to revitalize a storied brand. With Mine Hill’s deep-rooted Connecticut heritage and artisanal craftsmanship as the foundation, the campaign aimed to inject fresh energy and modern relevance by bringing together a team of brilliant creatives, local Connecticut talent, and actor Christopher Meloni. Under the leadership of new owner Zachary Karabell, the campaign focused on positioning Mine Hill Distillery as a symbol of both tradition and contemporary innovation.
Strategy:
The creative direction was centered on humor, authenticity, and highlighting the exceptional quality of Mine Hill’s gin and bourbon. The campaign was built around the concept of showcasing Connecticut pride and local craftsmanship while making the content culturally resonant and entertaining. Meloni’s involvement was pivotal—not just as a recognizable face but as a storyteller who could bring personality and humor to the brand’s narrative. The choice to focus on tongue-in-cheek humor was intentional, designed to stand out in the crowded spirits market while making Mine Hill a topic of conversation among both consumers and the media.
A multi-channel approach was employed to maximize reach and engagement:
Hero Video Series: Playful, humorous ads featuring Meloni highlighted MHD’s commitment to quality and local production. The series focused on unique product attributes, the brand’s historical significance, and clever nods to Connecticut’s Revolutionary War roots.
Social Media Activation: Content was strategically rolled out across Instagram TikTok, X, and Facebook. Behind-the-scenes footage, interactive polls, and user-generated content encouraged audience participation and sharing.
Earned Media: Media outreach secured placements in People Magazine, Forbes, and Food & Wine, ensuring both national and regional visibility.
E-commerce Integration: Nationwide shipping options further supported the national expansion strategy.
Execution:
The campaign kicked off with a teaser phase that built anticipation across social platforms. Meloni’s comedic timing and relatability came through in the hero videos, which quickly gained traction. In one spot, Meloni proudly touted Mine Hill’s gin as “the best gin in any state,” while another humorously connected Connecticut bourbon to American independence, reinforcing local pride with a playful twist.
Influencers received custom PR kits that included Mine Hill products and personalized notes, sparking organic content creation and unboxing videos. The campaign was carefully timed to coincide with Mine Hill’s national distribution rollout, allowing consumers to immediately purchase the featured products online.
By tapping into creativity, local heritage, and cultural humor, the strategy not only revitalized Mine Hill Distillery but also reintroduced it to consumers in a way that was fresh, engaging, and memorable.
The success of campaign extends far beyond traditional metrics. While views, impressions, and engagement played a role, the true measure of this campaign’s impact lies in how it revitalized a historic local business, reenergized the community of Roxbury, and put Mine Hill Distillery back on the map—economically and culturally
This campaign breathed new life into a heritage distillery that had been quietly producing exceptional spirits but lacked visibility. By leveraging creativity, local pride, and a brilliant collaboration between Connecticut natives, new ownership under Zachary Karabell, and actor Christopher Meloni, Mine Hill Distillery has not only seen a resurgence in consumer interest but has also become a catalyst for community-driven economic growth. Since the campaign’s launch, Mine Hill has partnered with local businesses on unique collaborations that have received national recognition. One standout partnership with Perkatory Roasters produced a bourbon barrel-aged coffee that became a viral local sensation, covered by numerous regional media outlets and drawing national attention. Another notable collaboration with Litchfield County Bagel led to the creation of bourbon-infused bagels and bourbon cream cheese featuring Mine Hill’s spirits. The collaboration quickly became a beloved local favorite celebrating the creative fusion of local food and craft spirits.
The ripple effects are undeniable: increased tourism to Roxbury, boosted sales for partner businesses, increased economic activity, and renewed pride. Mine Hill Distillery has transformed from a hidden gem into a celebrated symbol of Connecticut’s rich heritage. This campaign wasn’t just about selling spirits—it was about breathing new life into a local treasure.
