As a new year approaches, I’m planning for the next chapter in my career as the CEO of MGP Ingredients. My nearly 27 years at Luxco has been one of the most rewarding parts of my life. Not only was I able to work with both Paul and Donn Lux, but I have watched Luxco
As the Luxco family of brands continues its rapid expansion – both in terms of sales volume and in the number of new variants within our portfolio – the key role of the marketing department is to present our brands in a way that engages consumers and then encourages purchase. Given the rapid growth in
Yellowstone Bourbon® has been busy in the closing months of 2023, making significant advertising and social media investments to help pave the way for a successful 2024. In September, Yellowstone announced the rollout of three new ads and a new ad-buy strategy to expand its reach. The new ads, which began airing in the fourth
Luxco® brands took their products to the people this year, engaging in experiential efforts at large food & music festivals and concert tours. The goal was simple: educate and activate consumers in a fun, memorable setting. Following are several highlights: Thomas Rhett Tour Activation Thomas Rhett’s summer tour provided a natural opportunity to leverage the
Luxco’s family of branded spirits continued to expand in 2023 – particularly in new whiskey expressions. Lux Row Distillers™ Master Distiller John Rempe, Limestone Branch Distillery™ Master Distiller Stephen Beam and Ross & Squibb Distillery™ Master Distiller an Stirsman all released innovations within their respective brand families. Additionally, Michael Paladini, Danny Polise and the Penelope™
Matt Ward’s philosophy is simple: “To grow your brand, you need to engage your consumer with product tastings.” As Vice President of Brand Strategy at Penelope™ Bourbon, Matt was laser-focused on the brand’s efforts to connect with consumers, generate trial and grow sales. He met Penelope founders Michael Paladini and Daniel Polise at a trade
