In a strategic move to celebrate its deep-rooted connection with bartenders, Rittenhouse Rye has embarked on a novel campaign urging mixologists to “Cocktail Creatively.” Spearheaded by Heaven Hill Distillery in collaboration with its agency Method1, the initiative aims to blend tradition with innovation both on-premises and online.
The essence of the ‘Cocktail Creatively’ campaign lies in showcasing the ingenuity of esteemed bartenders who craft inventive cocktails featuring Rittenhouse Rye. These creations, complete with detailed recipes, serve as inspiration for fellow bartenders. Capturing the essence of Philadelphia, the brand’s birthplace, on-premises materials such as posters and menu cards prominently feature graphics of the renowned Rittenhouse Square. Method1 meticulously designed these elements, ensuring seamless integration with the brand’s website.
Max Stefka, Group Product Director at Heaven Hill, emphasized Rittenhouse’s longstanding popularity among bartenders as the preferred rye for crafting classic cocktails. He expressed enthusiasm about the campaign’s potential to ignite creativity in crafting a diverse array of Rye-based drinks.
Recognizing that on-premises sales drive the bulk of Rittenhouse’s revenue, the campaign strategically targets bartenders as its primary audience. Rittenhouse Square Rye, originally introduced in 1934 by Continental Distilling Corporation in Philadelphia, found a new home under Heaven Hill’s ownership in 1993.
David Muldoon, Executive Creative Director for Method1, highlighted Rittenhouse’s prominence in the cocktail scene, particularly during the early 2000s cocktail revolution. He underscored the significance of Rittenhouse’s bottled-in-bond attribute, ensuring its distinct flavor shines through in cocktails. The ‘Cocktail Creatively’ initiative solidifies this attribute in the collective consciousness of bartenders and acknowledges the creativity of influential figures in the field, including Meaghan Dorman (@gingerrickey), Joaquin Simo (@simojoaquin), and Dale DeGroff (@kingcocktl).
