Launching a Brand – Spirits by Oskar Blues
SOB - Spirits by Oskar Blues

Spirits by Oskar Blues (or SOB) created a fully responsive, mobile friendly website for their new product launch.

Case Study Summary
Oskar Blues is one of the nation’s largest craft brewers with popular products like Dale’s Pale Ale. Although the craft beer segment continues to grow, Oskar Blues had identified spirits as its next business opportunity.

Agency Squid was brought in to create a tagline and concept campaign ideas. We ended up working with Oskar Blues on defining the white space, building the brand and brand assets from every consumer touch point, and creating a response loop enabling the brand to make changes on the fly to better suit their customers.

Situational Analysis

Oskar Blues needed a brand that continues its irreverent banter while communicating the products it carries. Their launch avor was a 7.3% ABV Moscow Mule made with real vodka and ginger beer. Moscow Mule is produced on site and sells at $12.99 a 4-pack.

Key Issues

Although there’s a clear familiarity with the beer industry, Oskar Blues had no prior spirits experience. Communication on what the product was to distributors and consumers was a “must” for launch, separating itself from what the parent brand is known for yet seen as an extension of superior canned cocktails.


We created Spirits by Oskar Blues, or SOB, to communicate the products produced and provide a cheeky abbreviation to be used in marketing materials along with branding/marketing elements to support it. Creative: Take “big beer” head on by taking a humorous spin to marketing terminology used to sell products in the category (e.g., Clean. Crisp. Refreshing.).

Packaging: Separate the brand from Oskar Blues so consumers don’t associate it with beer and clearly communicate what’s in the cans.

SOB Canned Packaging

Spirits by Oskar Blues packaging was created to elevate the current branding Oskar Blues had created while differentiating the product on shelves.

Website: Designed and built mobile first to engage consumers on the go/at retail with enough trickery to keep them engaged. The website can be found here.

Video Assets: Scripts were written to make Oskar Blues’ employees uncomfortable with reading bad marketing lingo. Employee reactions were used to create six ads which truly capture authentic, genuine reactions to the new brand.

TK Spirits by Oskar Blues Ad

TK takes his shot at a Spirits By Oskar Blues Ad.

Kelly’s Spirits by Oskar Blues ad attempt

Juice’s Spirits by Oskar Blues ad attempt

Famer had two attempts at the Spirits by Oskar Blues ad

Ally’s attempt at a Spirits by Oskar Blues ad

What should have been Farmer’s only Spirits by Oskar Blues take


5,000 unique users visited the website within the first two weeks of launch with an average of 2 pages visited.Visitors spent close to a minute engaging with content.The videos launched in Colorado and have received 500k views in the first month, helping bring more awareness to this new product. The implementation of all these assets has helped SOB crank through 350 cases a week with production expanding to other states in the coming months.

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