In the crowded and ever-growing craft spirits market, SanTan Brewing Company had an opportunity to take a stand for something with a new product line under SanTan Craft Spirits called Sacred Stave—and Commit was tasked with capturing and translating this into a brand. We conducted secondary research in support of a competitive analysis and understanding the target audience personas, which indicated the industry was growing due to a consumer-led shift in the desire to shop, eat and drink products that were not mass-produced. By using Arizona wine barrels and SanTan water in their distilling, Sacred Stave created a unique flavor profile that is purely Arizona and cannot be replicated. This process, complemented by the company’s rebel attitude, set the stage for a unique brand positioning that would own the category of superior craft spirits distilled from scratch. The brand pillars of rebellious, distinctive, communal and exceptional put a stake in the ground.
The spirits—and the resulting creative—were influenced by the punk counterculture with straightforward copy that took a stand, such as: “In the end, we make what we like… and if you don’t like it, don’t drink it.” Commit developed unique bottle labels using a different color combination for each spirit, allowing them to be distinguished from one another while retaining the brand look. Further, the distribution boxes became free branding real estate; the logo was placed on each end of the box, while the sides were reserved for imagery and a quote that spoke to the brand’s renegade spirit.
