How to make your brand of alcohol cool, in four easy steps:
- Invent witty slogan for your brand of booze. ("Shredding bagpipes since 1745," etc.)
- Find out what well-known but still sorta underground musical artist(s) the 21-35 crowd in your target market likes.
- Book said artist(s) for a show at a local venue
- Grant free entrance to patrons while getting them to look at your brand/logo/slogan.
- (Repeat if necessary).
It's worked for Sailor Jerry -- several times. Hell, it's even worked for Vitamin Water. And now it'll probably work for Drambuie, the Scottish liqueur brand that's putting on a free show with Thee Oh Sees this Thursday night.
What's Drambuie? It's a crucial element in a rusty nail, that's what. Anything else you want to know about the stuff can doubtless be learned at Brick and Mortar Music Hall this Thursday evening, where local messy rock misfits Thee Oh Sees will perform. It's all free -- if you RSVP here.