Western Son Round Up - Q2 2025

2025 NO. 2

great things

business

ARE NEVER DONE BY ONE PERSON.

they’re done by

team of

people - Steve Jobs

Meet Patricia POSITION

Patricia “Patty” Nincehelser is the Accounting & Finance Supervisor & Tour Ambassador HOW LONG HAVE YOU BEEN AT WESTERN SON?

I’ve been with Western Son for 4 years CORE MEMORY AT WESTERN SON

One of my favorite memories at Western Son is from 2021, when we did an Incentive Program. We earned tickets for going above and beyond our daily job duties over the course of about a month. I got to cash my tickets in for Aaron Puckett to wash my car at the October Spotlight. It was a good time seeing a couple of the managers giving back as a reward and being recognized for the extra efforts I put in to earn the tickets.

Meet Patricia FAVORITE COCKTAIL

The Texas Prick with Prickly Pear and muddled jalapenos (but with sprite instead of Ginger Beer) FUN FACT

When I’m not working, my daughter and I are very involved with our church. She will be riding in the Opening Parade at the Gainesville Rodeo on her horse for our church, where I am the Youth Leader.

FAVORITE HOLIDAY

My favorite holiday is Easter, because it’s the one time I can get the family to dress up together for pictures with great food and some fun traditions. This year we even started the tradition of painting rocks symbolically.

O perations TRAINING & DEVELOPMENT: GROWING TOGETHER AS LEADERS Over the past few months, our managers and supervisors have been rolling up their sleeves and leaning into leadership. Through a series of engaging monthly sessions, they’ve tackled everything from upholding standards and understanding the chain of command to navigating the art of giving and receiving feedback.

These conversations haven’t just been theoretical—they’ve been real, collaborative, and immediately applicable across departments. It’s all part of our ongoing commitment to one of our core values: growth and improvement.

Leadership isn’t about having all the answers. It’s about being curious, open, and willing to get better every day. This group has shown just that—bringing energy, ownership, and thoughtfulness into every discussion.

We’re proud to see how these efforts are shaping stronger leaders and a more connected team culture. The work continues, and we’re excited about what’s next.

O n-Premise WESTERN SON TAKES OVER LOUIE’S Louie’s Grill & Bar is putting Western Son Vodka in the spotlight just in time for game days. At Louie’s Campus Corner in Norman, 5 out of 6 cocktails on the Game Day Specials menu feature Western Son Vodka, with the full lineup running all football season long. It’s a strong seasonal placement that taps into the energy of college football and brings big opportunity to the market. Standouts include the Crimson Chiller, Boomer Blueberry, and Schooner Mule, all customizable with your favorite Western Son flavor.

Beyond Norman, all 14 Louie’s locations are serving up summer vibes with the Cucumber Club Special—a crisp mix of Western Son Cucumber Vodka, club soda, lime, and Tajín rim, made for patios and long weekends. A great win by Gunner in Oklahoma!

O ff-Premise PROJECT RETAIL READY: BUILDING VISIBILITY ACROSS MARKETS In Q2, we officially launched Project Retail Ready—an Off-Premise sales initiative aimed at driving visibility and brand recall across all markets. The team hit the ground running with a refreshed suite of evergreen POS tools, including floor mats, counter displays, pole toppers, window clings, and bottle displays. These aren’t just eye-catching assets—they’re designed to stop shoppers in their tracks and create a path to purchase.

A total of 225 A/B accounts were identified in Q2 for execution, with over 600+ POS items placed. Topperforming pieces included TX tackers, floor mats, and 750ml stair-step displays. Execution and feedback from the field played a critical role in shaping this rollout—and the visuals speak for themselves.

Be sure to check out the new POS in action at your local retail stores. Great work is happening across the country, making Western Son harder to miss than ever!

n the Wild WESTERN SON HITS THE STAGE AT COTTON FEST! We just wrapped our first year at Cotton Fest, Lubbock’s biggest 2-day music festival, and it did not disappoint! With four events across the week, it was the perfect chance to build brand love and connect with thousands of new and familiar fans.

We kicked things off at the Charity Golf Tournament with our very own Prickly Putter Cocktail, featuring Western Son Prickly Pear where more than 300 samples were served.

At the VIP Kick-Off Party, we went all in on Lubbock’s favorite cocktail: the Chilton. Our branded Western Son Chilton Bar served Strawberry, Blueberry, and Original Chiltons to more than 1,000 thirsty guests.

The weekend wrapped up with the main event where we handed out 2,500 samples and 2,000 pieces of swag, sampling over 34 bottles of Western Son. Fan favorites? Prickly Pear, Strawberry, and Blueberry.

Cotton Fest brought the energy, and Western Son brought the flavor. Until next year, Lubbock!

n the Wild WESTERN SON JOINS PETITE PALOMA FOR A WHIMSICAL WEEKEND IN ROUND TOP At the end of June, Western Son Vodka partnered with Petite Paloma for an unforgettable brand trip to Round Top, Texas—a picturesque town perfect for sipping cocktails and building buzz. The weekend brought together eight top Texas-based influencers for a three-day retreat filled with sun-soaked charm, branded experiences, and authentic connections.

In partnership with The Frenchie Hotel and Lulu’s, we crafted 13 custom cocktails exclusively for the trip, showcasing the versatility of Western Son in every pour. From poolside sips to sunset dinners, each cocktail moment gave creators a taste of our bold flavors in elevated, unexpected ways.

n the Wild Every detail showcased the Western Son brand spirit—from custom engraved bottles to branded denim jackets, bags, towels and more to perfectly paired cocktails at every

occasion throughout the trip. To keep the spirit going post-trip, each Influencer left with a specially curated recipe book so they could recreate and share their favorite drinks with their social followers.

With other lifestyle brands on the scene, the collaboration expanded our reach while keeping Western Son in the spotlight. This trip wasn’t just about content—it was about connection, creativity, and cocktails that live well beyond the weekend.

Cheers to Round Top and the community we’re building, one sip at a time.

Social Showdown

Total Followers

Total Followers

31,082 (+7.8% vs. Q1)

48,986 (+0.8% vs. Q1)

New Followers

New Followers

+2,942 (+172% vs. Q1)

+352 (+345% vs. Q1)

Total Impressions for Q2

Total Impressions for Q2

Video Views for Q2

Video Views for Q2

594,121 (+48% vs. Q1)

2,733,496 (-67% vs. Q1)

35,144 (+11% vs. Q1)

280,964 (-13% vs. Q1)

Engagement rate in Q2

Engagement rate in Q2

Average Industry (Alcohol) Standard Engagement Rate

Average Industry (Alcohol) Standard Engagement Rate

0.9%* (-8% vs. Q1)*

0.368%

3.4%* (+330% vs. Q1)*

0.069%

Social Collab SIPPIN’ PRETTY WITH @AMANDAWARREN_THIS MEMORIAL DAY! Our latest collab brought the heat and the refreshment—serving up major summer energy with a cocktail that was made for long weekends and backyard hangs. The post racked up over 19,500 views, 350+ engagements, 20 shares, and 40 saves.

atest & Greatest WESTERN SON AVAILABLE ONLINE—ORDER DIRECT! We’re back and better than ever—Western Son is now available for Direct-to-Consumer shipping! In partnership with one of our largest retail accounts in Collin County, Sips TX, you can now order your favorite Western Son Vodka straight from westernson.com and have it delivered right to your doorstep.

Whether you’re stocking up for the weekend or sending a gift, ordering has never been easier.

Each product page features a Buy Now button—just a few clicks, and you’re on your way to cocktail hour.

atest & Greatest SHAKING THINGS UP WITH PAID MEDIA Paid media is our not-so-secret weapon in building brand love and driving awareness. As part of our omnichannel marketing strategy, we’re showing up where it counts—on Meta and Google—with a mix of evergreen cocktail campaigns, distillery tour promos, and seasonal standouts like our ACM Boots & Berry Fizz and Distilled & Distinguished Father’s Day Distillery event.

Whether we’re showcasing a holiday cocktail, sending folks to the bottle finder or boosting tour bookings, every campaign is targeted, optimized, and built to perform. It’s all about serving the right ads to the right people at the right time—and making Western Son impossible to scroll past.

NEXT ISSUE TO BE RELEASED OCTOBER 15