Pitch Work

Virginia Distillery Company was on the hunt for a partner to help launch its soon-to-be flagship product, Courage & Conviction, a true American single malt whisky. Its main competitor? Oh, just a country by the name of Scotland. Featured is the exploratory work, broken into three different directions, that helped win the business.

The first story we wanted to share was overcoming the monster. This is a David versus Goliath tale, after all. In this corner, the country that literally invented the drink and that has been dominating the category for over 500 years. And in the other corner, some burgeoning distillery from Virginia. America will always have a special place in its heart for the underdog.

For a PR stunt, we would stage a symbolic, Boston Tea Party-esque event where influencers and press alike could try the new American single malt whisky in exchange for their traded-in Scotch whisky.

The next direction was comedy. A little wink goes a long way in disarming whisky drinkers who hold Scotland and its export on a pedestal.

The last direction was rags to riches. Virginia Distillery Company was very much a passion project with humble beginnings, but its plans going forward are anything but small.

When you are tasked with writing a mess of headlines during a fast-moving pitch, you’ll always have a few favorites left on the cutting room floor. Here are a few of mine.

Overcoming the Monster 

If we wanted permission from Scotland, we would have asked England.

What’s more inspiring: a lifelong mission to create the perfect whisky or pissing off 5 million Scots?

Comedy

If we’re feeling especially kind, we’ll let Scotland keep the kilt business.

Once we perfect single malt whisky, we’re moving on to bagpipes.

Rags to Riches

When we started, we had more cease and desist letters from Scotland than barrels of whisky.

An Irishman who learned his craft in Scotland, then traveled to the United States and settled down in Virginia. Any questions?

CW: Michael Deegan

AD: Courtney Polidoro & Keith Seaman

CD: Paul Murray & James Madsen