The Western Round Up April Issue NO.1

APRIL 2024

ISSUE NO. 1

MEET SHAWNTELLE

SHAWNTELLE VAUGHNER

Position

Materials supervisor

How long have you been at Western Son?

Three years on June 21st

Core memory at Western Son

Creating the QC department with Hannah Guthrie

Favorite cocktail Water from the West

Fun Fact

I love to fish

Favorite holiday

Juneteenth

OFF-PREMISE

Smooth as Tennessee (Vodka)!

Congrats to Greg Kraus for executing one of our key growth pillars for 2024.

In two of Tennessee’s major accounts, we expanded with 8+ 750mL PODS, including multiple flavors and Original.

Both accounts received shelf resets, perfectly positioned next to Tito’s, and have an estimated annual forecast of 130 9L cases.

ON-PREMISE

Cheers to Margaritaville!

Congrats to Jenelle Reed for landing a brand-new program with the Margaritaville Resort in South Padre.

This program was activated during Spring Break featuring four Western Son cocktails. Custom menus were printed for the bars along with Brand Ambassadors sampling during peak periods to drive purchase and awareness. For this program, approximately 6 cases were depleted with an annual estimated depletion of 80 cases. Pending continued success, this property is being used as a pilot with the hopes of expanding to the other 30 Margaritaville locations later this year.

IN THE WILD

Key Western Fest Key West, Florida

Western Son kicked off the new year with a debut at a major music festival in the Keys. The 4-day event featured an activation where attendees could learn about the brand, sample flavors, and enjoy a 360-photo booth experience, leaving a lasting impression.

Sip into Spring Hospitality Re-opening Party Western Son Distillery

After a long Winter, excitement filled the air as hospitality doors reopened on March 9th. The event featured live music, a wood-fired pizza truck, and a fresh Spring cocktail menu. With all tours sold out and plenty of merchandise sold, it was a huge success.

Galentine’s Day Influencer Event at Mama Betty’s In Austin, TX

The brand hosted a pop-up Galentine’s Day event in Austin, partnering hosting 15 influencers. Attendees enjoyed custom cocktails, delicious food, and a DIY station to personalize Western Son Vodka bottles. Each guest received a swag bag filled with sweet treats, local merch, and Western Son swag.

Co-branded Launch Event with Mizzen + Main

Brand Ambassadors executed a Western Son pop-up in 9 stores across Texas, Arizona and Florida. The signature “Kent” cocktail featuring Western Son Strawberry was served to guests to sip while they shopped.

LATEST & GREATEST

Spring has Sprung – Time for a Refresh!

We’re excited to share the launch of our new website experience that raises the bar in more ways than one. Here are a few of our favorite upgrades:

Revamped Design & User Experience:

Brace yourselves for a visually stunning transformation! Our website has a fresh look that will catch your eye and leave you wanting to click through every page.

Updated Copy:

We’ve fine-tuned every word to capture the authentic Western Son spirit, and now our website tells a story in a way that captivates and resonates.

Website Audit:

We’ve meticulously audited our previous website, ensuring top-notch functionality, best practices, SEO efficiency, and disability accessibility.

Our personal favorites?

The all-new Cocktail Pages!

With interactive tiles and seamless links to full recipes, exploring the Western Son website has never been more fun.

So, dive into the new experience and tell us what you think!

SOCIAL SHOWDOWN

Total Followers

23,838

Total Impressions in Q1

208,310

Engagement rate in Q1

2.44%*

*Industry average is 1.2%

Spring PR Kit:

A curated basket featuring the Western Bluebonnet cocktail was delivered to 25 Texas content creators across DFW, Austin and San Antonio markets. The kits resulted in 29 Instagram stories with an estimated 172,000 impressions across their respective social channels.