Saturday September 30, 2023

Pink Whitney Has Barstool Excited About Its Position As A ‘Modern Marvel’

Barstool New Amsterdam
Photo Courtesy Barstool Sports
Front Office Sports Today

Donovan McNabb and the State of Football

From Taylor Swift to the Prime Effect, there's a lot going on in the world of football.
Listen Now
September 29, 2023 | Podcast
Copy Link
Link Copied
Link Copied
Barstool New Amsterdam
Photo Courtesy Barstool Sports

The Spittin’ Chiclets New Amsterdam Pink Whitney vodka isn’t slated to hit the market until September 1, but a few stores in Minnesota let it go early and created plenty of buzz.

According to a representative from MGM Wine & Spirits in Mankato, Minnesota, the store sold more than 200 bottles in three days after posting about its arrival on social media. The store also ordered more than 100 12-pack cases and expects those to move quickly as well. 

The demand and early reception to Pink Whitney isn’t a surprise to Barstool Sports CRO Deirdre Lester – in fact, Lester said it is confirmation the company is on its way to being a full-blown lifestyle brand.

“Barstool and the sub-brands are lifestyle brands, and as you can imagine, we’ll look for ways to bring that to life,” Lester said. “We’re like a modern-day Marvel [Comics]. We’re not only a media property people read, consume and follow; they want to wear, hold and touch us. We’re looking for partnerships to make that happen.”

Pink Whitney was born out of an ad read for New Amsterdam on Spittin’ Chiclets when host and former NHL player Ryan Whitney said his favorite drink was pink lemonade and vodka. New Amsterdam took notice and brought it to life.

“Normally when you have a brand sponsorship with a media entity, you give them some key phrases to talk about the brand, but we realized you can’t do that with them,” said Michael Sachs, director of marketing with New Amsterdam. “It was just, ‘Talk about it any way you want to,’ and that’s how it came about and instantly there was a lot of consumer engagement. It became a sensation and it forced us to have a conversation of, ‘How do we take advantage of this?’”

The vodka took nearly 10 months to bring to market, Sachs said, and it’s the first colored vodka the company has released.

The early consumer demand has excited the New Amsterdam team, so much so the company is investing in two ad spots with the Spittin’ Chiclets hosts and is getting product display space in retail outlets and even behind the bar at on-premise locations, a rarity for New Amsterdam flavored vodkas, Sachs said.

“Anytime we launch a flavor, there’s demand, but before we’ve even gotten to stores, they’re already asking for it,” he said. “We can leverage that and because the retailers know there’s a built-in consumer base we want to go big with this. It’s why we’re seeing 50-case displays and selling through.”

Sachs said displays should be seen nationwide after the official release, with an especially large presence in Barstool’s backyard of New York City and Boston.

It’s not the first direct-to-consumer brand partnership for Barstool, as Lester noted other partnerships with brands like Thursday Boots, but she said it’s the largest yet. Lester hopes the New Amsterdam vodka collaboration can show other partners the potential of deeper activations.

“We’ve been able to go full-funnel with our partners, creating awareness with our brand and the ability to drive sales,” she said. “We’re definitely looking for more opportunities to be a full-funnel partner, but it has to be authentic. We can’t do it for everyone, but we’ll look for ways to create additional value for our franchises and take our IP further than a media brand.”

Helping move product is a major reason spirit companies are partnering more with outside brands and celebrities as they look to get a leg up in a crowded marketplace, said Tim Weigel, chief mixologist for Hakkasan Group. He also noted celebrities starting liquor brands, like Casamigos tequila and a mezcal brand by Breaking Bad duo, Bryan Cranston and Aaron Paul.  

READ MORE: Kansas City Royal Whit Merrifield Highlights Boulevard Brewing Campaign

“Bottom line is they’ll do whatever they can do to push more cases,” Weigel said. “Lowering prices only goes so far, so to reach more people they’ll find ways to sell more.”

If all goes according to plan and the excitement about Pink Whitney from Barstool, New Amsterdam and consumers continues, Sachs sees the product as being a long-term play for the spirits company.

“Given the enthusiasm, we expect this to be one of our largest flavors ever,” he said.

Copy Link
Link Copied
Link Copied

What to Read

Ryder Cup’s Future Hanging In The Balance Amid Saudi Disruption

An unexpected change could be coming to the Ryder Cup.

Colorado Has Become the Hollywood of College Football. This Weekend Proves It.

Folsom Field will welcome dozens of Hollywood stars on Saturday.
Toy Story

‘Toy Story’ Success Could Lead to More Disney-Branded NFL Kid-Casts

A successful ‘Toy Story’ game could open the door for other franchises.
Kansas City Chiefs tight end Travis Kelce on field after the game at GEHA Field at Arrowhead Stadium.

Taylor Swift Shaking Up Travis Kelce, Chiefs Prop Betting Market

Sportsbooks are capitalizing with Taylor Swift-themed prop bets.
podcast thumbnail mobile
Front Office Sports Today

Donovan McNabb and the State of Football


Featured Today

Taylor Swift reacts while sitting next to Donna Kelce watching the Kansas City Chiefs vs Chicago Bears game during the first half at GEHA Field at Arrowhead Stadium.

Taylor Swift Is Affecting The NFL, Chiefs Ticket Markets

Swift will visit her second NFL stadium in as many weeks.
September 28, 2023

BioSteel Bankruptcy Shows Perils of Costly Sports Partnerships

BioSteel spent heavily on partnerships deals before bankruptcy.
Taylor Swift at Chiefs vs. Bears game.
September 27, 2023

Taylor Swift NFL Hype Likely To Continue Another Week

Swift could drive blockbuster TV ratings for NBC's "Sunday Night Football."
September 27, 2023

Lillard And Giannis Pairing Could Be Big For The NBA, Too

Bucks to be featured on national TV 19 times this season


Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
Chicago Cubs
New York
Tri Star Sports and Entertainment Group, Inc.
USA - Multiple Locations
Drew Brees smiling while wearing hat

Drew Brees, PointsBet Pull Off Elaborate Lightning Publicity Stunt

The video racked up over 2 million views in about 12 hours.
September 16, 2022

NBA Legend Scottie Pippen Latest Celebrity To Endorse LIV Golf

The former Chicago Bull is part of LIV's celebrity marketing campaign.
al michaels and kirk hergstreit
September 15, 2022

Amazon's Advertising Blitz Ahead Of First 'Thursday Night Football'

'Thursday Night Football' has launched massive marketing takeover ahead of Chiefs-Chargers.
June 21, 2022

NBA Finals Broke Records on Social Media

The NBA closed out the season with a bang on social media, eclipsing 2 billion video plays for a 19% increase over last year.
June 21, 2022

Gallo Winery Could Be New Player For Super Bowl Spots

Anheuser-Busch is giving up Super Bowl alcohol exclusivity for first in decades. NFL sponsor E. & J. Gallo Winery might step up with own commercials in the Big Game.
June 13, 2022

NBA's Latest Floating Court Hits London's River Thames

Hennessy continued their global initiative with the NBA by creating a floating court in the River Thames.
June 13, 2022

Steph Curry Is NBA's Social Media King

Steph Curry isn't only dominating on the court, he's become the king of the NBA's social and digital push.
June 7, 2022

The NBA Continues to Dominate the Social Media Space

The NBA seemingly capitalizes in the digital and social space more than most leagues. Here's some of the data from the Finals.