RYE WHISKY ACADEMY RANCH

To educate Canadians on the uniqueness and craftsmanship that goes into the high-rye spirits produced by Alberta Distillers Ltd., the distillery launched a first-of-its-kind interactive online program dubbed ‘Rye Whisky Academy,’ through which consumers can learn more about the distillation process, product tasting notes, and test their ‘Rye Q.’ To support in the launch of the educational platform, PRAXIS executed a multi-pronged PR program, which included the curation and execution of Rye Whisky Academy Ranch – an immersive familiarization trip for journalists and influencers in Alberta. Designed to bring the online nature of Rye Whisky Academy to life, PRAXIS ideated and executed a familiarization trip for journalists and influencers through which they explored the Alberta Distillers Ltd. distillery, along with iconic Albertan landmarks, providing a robust Western Canadian experience. The holistic approach to this activation allowed for deep immersion into the distillery’s homeland, providing guests with rich material for social media content and editorial coverage. The primary goal of the program was to provide participants with a newsworthy experience that encouraged branded social media content and media coverage that highlights both Rye Whisky Academy and the distillery’s portfolio of premium spirits. The secondary goal of the program was to tease Reifel Rye – the latest innovation from the distillery that was set to hit shelves nationally within a month of the familiarization trip, building consumer interest ahead of its formal debut.

Upon landing in Calgary, guests were transported to iconic western wear store Lammle’s to be outfitted with custom cowboy hats and boots. They were then taken to the experience’s centrepiece, the sprawling luxury Rye Whisky Academy Ranch, transformed with branded décor, including candles, throw pillows, napkins, and towels. To keep the distillery’s spirits top of mind, each guestroom was named after different brands, such as the ‘Reifel Rye Suite.’ Guests received welcome gift sets featuring branded water bottles, sweaters, and socks. Throughout the experience, guests were introduced to the online Rye Whisky Academy platform, and then experienced it live by visiting the distillery and sampling the distillery’s core expressions. To round out the experience and provide lifestyle touchpoints for participants, the guests took a private helicopter tour of the Three Sisters Mountain Range (which are featured on the Reifel Rye bottle), rode a gondola up Sulfur Mountain, and enjoyed a meal at the iconic Sky Bistro in Banff with cocktails featuring Alberta Distillers’ Ltd. spirits. On the final evening of the familiarization trip, guests attended an on-site campfire and received branded s’mores kits. During the campfire, the distillery’s General Manager revealed one of the first bottles of Reifel Rye and poured samples for the guests, providing a coveted sneak peek of the brand before it hit shelves nationally. As a result of the trip’s creative itinerary, seamless execution, and strong media results, the program earned a Gold Award of Excellence from the Canadian Public Relations Society.