SixSip Hard Refreshers
The Challenge
When Phillips Distilling Company set out to launch a new ready-to-drink alcohol brand, they knew the landscape was changing fast—and that competing with heavyweights like BuzzBallz and BeatBox meant more than just putting another drink on the shelf. Our brief was simple but ambitious: uncover the best route to market based on trends and Phillip's Distilling's strengths—higher ABV, vibrant flavors, single-serve portability—and turn it into a lifestyle brand with magnetic cultural relevance.
Major Truth
Gen Z consumers weren’t looking for another beer or basic seltzer—they wanted bold flavors, vibrant branding, and drinks that matched their expressive lifestyles. In a growing but fragmented hard refresher market, no brand had fully tapped into their craving for individuality, spontaneity, and aesthetic-driven choices.
Role: Creative Direction, Brand Strategy, Design Direction, Execution, Social Strategy Oversight
Created while at Agency squid
The most successful brand launch in company history
Surpassing sales goals
Beat initial sales projections by over 150%, securing key placements in Circle K, Target, Total Wine, and more.
