Case Study · Premium & Luxury

ByeJoe.

Premium baijiu brand launched in the US through earned attention — no category awareness, no precedent.

Client
ByeJoe
Sector
Premium & Luxury
Services
Spirits · Brand · PR
The brief

Launch a premium spirit in a US category most buyers had never heard of.

ByeJoe is a premium baijiu brand. The brief: launch in the US with no existing category awareness for the spirit type. Earned attention had to do most of the heavy lifting.

What we built
  • Brand identity and positioning for an American audience.
  • Earned media strategy across lifestyle and trade press.
  • Influencer and bar partnership program.
  • Trade press placements that established category credibility.
ByeJoe cover
The move

Establish the category. Brand follows.

Most premium launches assume the category exists — they just need to position the brand within it. ByeJoe didn't have that luxury. Baijiu is the world's most-consumed spirit by volume, but most US buyers had never heard of it. We had to establish the category before we could establish the brand. Earned media in lifestyle and trade press built cultural context. Influencer and bar partnerships built credibility through the people who shape spirits taste. Trade placements established the category's legitimacy in the rooms where bartenders learn what to pour.

Category established. 300+ bars pouring. 12M+ in social reach.

300+
Bar placements
12M+
Social reach
New category
Established in US market
ByeJoe Brand identity & positioning.
01 /

Brand identity & positioning.

Premium spirit positioning translated for the American audience.

ByeJoe Earned attention program.
02 /

Earned attention program.

Lifestyle press, trade press, influencer, and bar partnerships — earning the category before the brand.

More work.

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The work doesn't end in a deck

Good Fortune.
Built, not given.

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