NEW YORK, NY--(Marketwired - Oct 7, 2013) - Alibi American Whiskey recently launched its brand of blended corn whiskey as a counterpoint to spirits-snob bourbons, catering to the flawed human spirit in all of us, with the belief that one time or another, everybody needs an alibi. Only 90 days since the launch of its digitally led marketing campaign, the brand has amassed a cult-like brand loyalty on the Internet -- with its Alexa ranking* surpassing well-established whiskey brands such as Jameson, Knob Creek, Bulleit Bourbon, Dewar's and Crown Royal.
"Alibi is one of the only brown spirit brands engaging the younger whiskey novice," commented Brian Gordon, CEO of Engine Shop, agency of record for Alibi American Whiskey. "There are millions of consumers out there who just don't care about the traditional brown spirits story; this is why our message and our positioning is resonating with them."
Alibi is broadcasting that message through the right channels. The brand has dedicated a $1 million campaign solely to digital platforms including the recent creation of their new Scandal app, which allows users to capture and submit images of themselves, their friends or celebrities engaging in questionable behavior. Alibi American Whiskey is currently ranked in the top 10 of highest ranked whiskey brands by Alexa.com*.
Alibi has also focused its advertising exclusively to digital, with strategic online content partnerships with major and niche web portals such as TMZ, SpinMedia, Absolute Punk, Concrete Loop, Idolator, Socialite Life, The Superficial, What Would Tyler Durden Do and Brobible.
The brand has also seem traffic numbers spike through guerilla Instagram campaigns with nightlife photographers Cobrasnake, Kirill Buchutsky and World Red Eye.
Gordon continued, "We've spent 90 days seeing if we had it right, now it's time to really scale this strategy."
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