Boochcraft Marketing Plan & Brand Messaging
Boochcraft, the #1 best-selling hard kombucha in the world, is a San Diego-based business that brews the freshest, most delicious alcoholic kombucha imaginable. Bridget was tasked with developing an integrated marketing plan to coincide with their national launch in Whole Foods across the country. She also crafted a brand tagline & complementary brand messaging that not only resonated with Boochcraft’s niche audience and worked across multiple mediums, but that effectively communicated the product value propositions.
The tagline, “Live Cultured,” worked as a double entendre, speaking to Boochcraft’s brand essence of leading an adventurous life as well as the live, active cultures that the product was made from and that the audience valued as part of their healthy lifestyles. She also built out supporting messaging (such as, “Smile often, love big, drink Booch.”) and other copy for the product’s packaging.
By extending this core messaging framework across the entire marketing campaign, from influencer selection to various types of merchandise and accessories, Bridget elevated Boochcraft from a consumer product to a laidback lifestyle.
As a result, Boochcraft saw extraordinary success with the national campaign, selling out at multiple doors within days of its Whole Foods launch and resulting in $8.6 million in sales, which was 72.6% over plan.
The tagline “Live Cultured” still lives on today, most recently in Boochcraft’s new delivery van.
