Hooch Booch
Background
Hooch Booch is a Denver-based beverage company focused on Hard Kombucha. They started during Denver's brief prohibition (due to COVID-19) and took inspiration from Art-Deco and "prohibition era" design. Much of the branding in the Hard Kombucha category focuses on health and the outdoors, so Hooch Booch aims to appeal to a more metropolitan audience. Classic cocktails inspire their Hard Kombucha flavors.
Year
2023
Deliverables
Ad Lobs, P.R. Strategy & Activations, Marketing Strategy, Macro and Micro Research
The Challenge
Hooch Booch is trying to enter a fast-growing segment in the alcohol-beverages market. To do this, they need to increase interest among those unfamiliar with Hard Kombucha and spread awareness about the brand to those who may already drink Hard Kombucha. We chose to target fans of classic cocktails who may be looking for a low-ABV alternative specifically.
The Solution
For this project, I worked on a team with five others. Most of the project was dedicated to industry and market macro and micro research. Mateo Perez Lara and I developed mock-up graphics to illustrate the campaign direction, but the meat of this project was found in the strategy and approach we used to position Hooch Booch. Above, you'll see part of this effort: SWOT analysis, buyer personas, out-of-home and earned media strategies, and more. At the end of the semester, we pitched the plan to the owners and media team at Hooch Booch, and they have since adopted aspects of our campaign and findings.