How a Podcast Helped New Amsterdam’s “Pink Whitney” Vodka Launch

Bringing a new alcoholic beverage to the market is a challenge. The energy and sheer amount of hard work required to fine-tune the recipe of a product, get the proper distributors on board, and identify the branding and marketing strategy can be a brutal experience. New Amsterdam and Barstool Sports made this process look smooth and easy when launching “Pink Whitney,” an extension to the New Amsterdam vodka brand, in September 2019. The new vodka product saw viral success after selling one million bottles within the first six weeks of being on the market, according to a tweet from Barstool Sports’ CEO, Erika Nardini. In a previous blog post, we dug into why brands should consider podcast advertising in their 2020 media budgets. In this article, we’ll be following up with an exciting example of a successful partnership between brands and podcasts, as we dive into how New Amsterdam Vodka’s collaboration with Barstool Sports created viral success for this new product.

What Led To The New Amsterdam and Barstool Sports Partnership

In 2018, New Amsterdam was looking to market directly toward hockey fans. This led to the signing of a multi-year U.S. Partnership with the NHL. After seeing quick success with hockey fans, the New Amsterdam team reached out to Barstool Sports, a growing media publisher owned by the Chernin Group, and signed on to be the presenting sponsor of their hockey podcasts, “Spittin’ Chiclets.” Spittin’ Chiclets is a show hosted by retired professional hockey players Ryan Whitney, Paul Bissonnette, and hockey blogger Brian McGonagle, where the trio brings their outspoken opinions on the NHL and general pop culture stories while also sharing tales from their time with the game. 

How An Organic Conversation Created The Pink Whitney

Everything about Pink Whitney’s success feels like it just happened naturally. On Spittin’ Chiclets’s first show, the hosts discussed their favorite vodka drinks. Whitney shared that he always loved pink lemonade and vodka and that he expected his audience would make fun of him for his choice in drink. He finished his recommendation with a “Don’t knock it until you try it” statement. Shortly after the episode, fans of the podcast gave the drink a shot and began sharing pictures of the drink on social media. Bissonnette quickly recognized that the team should seize this opportunity and turn it into a real product. After continuous traction and support from fans on social media platforms as well as “Spittin Chiclets,” E & J Gallo Winery, the parent company of New Amsterdam Vodka, created the “Pink Whitney.” The drink hit the shelves for U.S. consumers in September 2019.

The Role of Audio Advertising and Social Listening for Pink Whitney

Michael Sachs, the director of spirits marketing at E & J Gallo Winery, stated in an article for Forbes that he believes a major reason the brand saw quick success was that they didn’t dictate how conversations should be had about the vodka during the ad reads. Instead of having hosts nail down specific value props three times over, New Amsterdam Vodka wanted to let the hosts run with their natural conversations about the product and the brand themselves. As an avid podcast listener, I can easily pick up on when a brand allows the show creative freedom. Podcast hosts are likely to have a smooth transition into the ad read and still make the segment feel like it’s a natural extension of the show. This makes listeners less likely to press the skip button. Pink Whitney had sold out across most stores within the first week of being on the market. The audience had a much higher demand for the drink than the team originally anticipated. Sachs also told Forbes that his team originally believed the main target would be a male consumer, but thanks to the feedback from social channels, they discovered that there was a sizable female audience supporting the brand. Paying attention to social channels helped the brand not only uncover a new demographic but also learn that the drink was being enjoyed in more ways than they originally considered. The New Amsterdam team believed that the Pink Whitney would be a popular vodka to mix with other non-alcohol drinks. But fans on social media quickly revealed that people chose to consume the drink straight or on the rocks, which put the Pink Whitney into an exciting cross-shopping category between shots like fireball and Jägermeister. These new insights are affecting how New Amsterdam positions the drink and overall brand messaging. New Amsterdam’s “Pink Whitney” Vodka started with an amazing launch in 2019 and will surely have an exciting year of growth in 2020 as they expand across new markets.

Contact Investis Digital

Expect the continued rise in digital investment from brands as they adapt to the dynamic performance marketing landscape. Investis Digital Can help you succeed. Our performance marketing solutions help you reach, influence, and convert the people who matter most to you. Contact Investis Digital to learn more.