CASE STUDY: BROTHER JUSTUS WHISKEY CO.

PHASE 01 : DISCOVER

LISTENING + EMPATHY → This is the most important part of our discovery process. Through our experience, we have learned that without listening and empathy there is no way unique and original work can be done. Through stories and discussion, we will glean the important nuances and values that make you stand out from the rest.

FOR BJWC THIS CAME TO LIFE IN THESE WAYS →

William Trettle aka Brother Justus, is a real person. A blacksmith and Benedictine Monk who lived in central Minnesota, helped poor grain farmers build illegal stills during prohibition to keep their farms alive. He may have been breaking the law of the people, but Brother Justus answers to a higher power.

Brother Justus Whiskey Co. partnered with American Peat Technologies located in Aitkin, MN to develop a new and sustainable way to infuse the flavor of peat into single malt whiskey. This method, titled the Aitkin County Process, has been patented.

Founder and CEO Phil Steger first encountered the ways and teaching of the Benedictine Monks during his time at St. John’s University in Stearns County, MN that laid the groundwork for his vision of building Brother Justus Whiskey Co. Here is a look inside the university woodworking shop.

Founder and CEO Phil Steger gives a tour of Brother Justus Whiskey Co. to a group of senators from Aitkin County teaching them about the patented Aitkin County Process and how it can turn useless bog land into a new revenue generating resource for the county.

Phil Steger presenting to the Aitkin County city council, sharing his vision for Brother Justus Whiskey Co., showcasing their partner in American Peat Technologies and how he plans to involve and celebrate the country and its resources through the growth and development of the company.

TREND, CONTEXTUAL + COMPETITIVE RESEARCH → Having a strong understanding of the history, trends, context and competition around the world will solidify a direction that will help you stand out in a crowded market while not deviating from your core values and ethics that are tied to why you started this business in the first place. It’s this research that arms us with all the information needed to make smart decisions and develop effective strategies.

FOR BJWC THIS CAME TO LIFE IN THESE WAYS →

Consumers are becoming more open to non-traditional whiskey applications like Brother Justus’ Silver Whiskey. Silver, essentially unaged, is growing a cult following and competes with other clear spirits like gin, vodka, rum and tequila.

Through our research, we found that women and Black Americans are the fastest growing consumer segments in the whiskey industry. Brother Justus’ flavor profile isn’t too overpowering, making the product accessible to all who want to partake.

Whiskey is becoming as varied and sought after as fine wines. Consumers are becoming interested in tasting the terrior or expression or a place. All of Brother Justus’ products and processes are from the land of Minnesota.

In our positioning and research work, we found that whiskey distilleries have become immersive, destination and sensory marketing hubs to give consumers opportunities to deeply connect with the brand. Instead of consumers visiting the distillery for a cocktail and a bottle of single malt whiskey, we worked with Brother Justus to develop activation and strategies to learn and experience Brother Justus single malt whiskey fully, the smell of mash fermenting, feeling the textures of Minnesota grains, a look inside the crispy caramelization of the burnt interior of a Minnesota white oak barrel where the whiskey ages. Engaging all of the senses paired with intentional brand storytelling created deeper connections between the Brother Justus brand and consumers.

PHASE 02 : POSITION

INTENTIONAL APPLICATION → We sweat the details and application of the research and discovery. Every design and communication decision is an opportunity to represent your brand values. That opens the door for your brand to make a serious impact on your business. This intention will be the key in making your business stand out and succeed on your terms.

FOR BJWC THIS MEANT →

With all aspects of the business being inspired by Benedictine teachings and philosophy, we carried those values of hospitality, respect for craft, beauty and community through creative executions and communication strategies for Brother Justus. While Brother Justus Minnesota-made single malt whiskey is a luxury product, the experience is designed for all. St. Benedict believed that all - including the poor, the traveler, the curious, those not of their religion or social standing or education – should be received with genuine acceptance.

There have been over 2,000 whiskey distilleries pop up all over the United States fighting for the attention of consumers. They are located in far flung rural areas and in the heart of vibrant urban areas, but what they all have in common is that they are creating brand worlds that provide opportunities for consumers to transact with the company more frequently. We developed strategies to employ journey mapping to maximize the consumer experience and while creating new revenue streams for the company. This manifested in developing narratives for tours, unique merchandising, enhanced whiskey tastings and elevated service styles in the cocktail room. Every point in the Brother Justus experience is an opportunity to tell a story, communicate our values inspired by Benedictine hospitality and care.

PHASE 03 : EXECUTE

EMERGENT EXECUTIONS → Having a strong creative process brings structure and results. This discipline allows for us to know when to break and explore directions that emerge from the process. Being open to finding and discovering new things allows us to have a process that builds on itself to make something distinctive that clearly communicates your values, story and service.

FOR BJWC THIS CAME TO LIFE IN THESE WAYS →

Emergent executions manifested literally and strategically for Brother Justus. We documented and told the story of the physical construction of the distillery to build anticipation for opening and we developed campaigns that built community, showcased craft, and managed real world challenges like the Covid-19 pandemic. All of these strategies were developed through the story of Minnesota land and positioned CEO and founder Phil Steger as a visionary in the world of Minnesota whiskey and beyond.

PHASE 04 : AMPLIFY

CONSISTENT NURTURING → Once we have developed a strong foundation for your business and brand, we must continue to nurture it. Your brand must stay consistent in design and communications to ensure the success of our work together. This is a long term investment that calls for unwavering attention. Our deep work in discovery, positioning and execution arm us with a rich content and strategies to share your story and business with the world that builds awareness and growth.

FOR BJWC THIS CAME TO LIFE IN THESE WAYS →

The Brother Justus brand inherently carried an abundance of opportunities to tell stories of process, the land of Minnesota, and community involvement. This allowed for us to execute a variety of events, press initiatives and campaign that always lead back to the core brand values of Benedictine hospitality, craft and collaboration.

SPECIAL PROJECTS + BRAND BUILDING

SUMMER FEAST CAMPAIGN + EVENT

During the summer, we developed and executed an event for Brother Justus to showcase the talented and diverse community of chefs in Minnesota. The chefs we worked with, chef Yia Vang, chef Amalia Obermeier-Smith and chef Jamal Hashi showcased foods from the true demographic makeup of the great state of Minnesota. This resulted in thousands of followers gained, satisfied guests full of rich diverse food and new flavor and food pairings with Brother Justus’ Minnesota-made single malt whiskey.

INFLUENCERS + INVESTORS

We worked with Brother Justus to engage and involve influential figures in the community to not only be brand ambassadors, but investors in the company as well. Pictured above, Minnesota Vikings stars Anthony Barr, Eric Kendricks and Kris Boyd, who not only represent the brand out in the world, but joined the Brother Justus family. This has led to event partnerships, inroads to partnerships with professional sports teams and their avid fans to, in the end, benefit the Brother Justus brand.

ALL HALLOWS’ EVE EVENT

Bodega Ltd. concepted marquee brand events throughout the year. Above, you’ll see our concept for All Hallows’ Eve Day of Play + Night of Fright, an all day event that was family oriented during the day and an immersive, 21+ event in the evening. This presented a slew of opportunities for consumers to interact with the brand. The event was featured in all major Minnesota publications as a revolutionary offering that showed that there is a place for everyone at Brother Justus.

COMMUNITY THROUGH COLLABORATIONS

In addition to events, Brother Justus collaborated with influential local chefs to create cocktails based on their personal stories. Yia Vang, pictured above with bar manager Jonathan Janssen, created the Mama Vang with Silver single malt whiskey, rice water, coconut milk, sugar, pho spices, a guest favorite.

Cigars and single malt whiskey have been paired together for over a century. To highlight this historic mix, we partners with local cigar companies to have exclusive events on our patio so guests can enjoy a cigar, sip whiskey neat and kickback in a rocking chair overlooking the rolling hills of the Columbia Golf Course.

We worked with Brother Justus to understand the vast opportunities that stem from those who have invested in the company. For example, being the exclusive whiskey partner for Vikings linebacker Anthony Barr and his non-profit Raise the Barr, helping single mothers with college scholarships to fight generational poverty.

Inspired by the stories of Minneapolis-based chef Amalia Obermeier-Smith’s childhood, the Brother Justus bar team develop a cocktail called the The Peachy Jeanne made with fresh peaches, basil, ginger, balsamic vinegar and Cold-peated single malt whiskey, a signature spirit offering of the brand.

TRADITIONAL PR PLACEMENTS