US craft spirits producer Hard Truth Distilling Co is heading to television screens in the country with a ten-market-only advert.
The spot, which will be supported by radio ads, runs from this week in Chicago, Cincinnati, Columbus, Dallas, Detroit, Fort Lauderdale, Grand Rapids, Houston, Tampa and the company’s home state of Indiana. As well as its namesake rye whiskey brand, Hard Truth has slipped its cinnamon vodka into the clip.
According to CMO John Behling, “purchasing time on streaming services, rather than traditional broadcast channels, enable [Hard Truth] to precisely target the correct demographic and ensure that viewers who see the ads have significant potential to purchase Hard Truth brands”.
Founded eight years ago, Hard Truth’s distillery is in Indiana’s Brown County.
According to the Distilled Spirits Council of the US, the 'super-premium' end of the American whiskey category is exhibiting the strongest growth in the country: Volumes between 2017 and 2021 hit a compound annual growth rate (CAGR) of 14.1%, compared to 3.8% for ‘high-end premium’ and 5.7% for ‘premium’.
Overall, American whiskey is at a five-year CAGR of 5.1% in the US.
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