Anther Spirits and Distillery

Strategic marketing planning and coaching to drive awareness, engage media, and generate revenue

The Task

Anther, a small-batch Australian gin, was gearing up to launch its distillery with visitor experiences at Federal Mills in Geelong, Victoria. Before the launch, the team approached me to help them create a DIY marketing plan that would drive awareness, engage media, and generate revenue—not just for the launch but for the following 12 months.

Through a collaborative process, which included an initial audit, three strategic planning workshops, and coaching, we co-created a marketing activity plan that was easy to implement. Together, we reviewed and developed key areas, including:

• Strategic planning across Anther’s product and service streams

• Brand positioning

• Target audience segmentation

• Marketing strategy and tactical plans for all channels

Delivered

I provided Anther with a 40-page marketing plan outlining our co-created strategies, complete with detailed instructions and helpful tools, such as:

• A task checklist to guide the team through implementation

• A marketing budget spreadsheet with forecasted spend for 12 months

• A targets table to record KPIs and assign responsibilities

• A 60-page PowerPoint presentation with supporting data and insights

In addition, the coaching I provided helped their in-house marketing manager confidently manage media relations and improve content and social media efforts.

Outcome

"Thank you so much for all your help, Holly! We’ve seen a huge uplift in customer and media engagement. You gave us fantastic insight into our business and the tools to leverage it. Your ongoing support has been phenomenal."

— Dervilla McGowan, Founder and Distiller at Anther