Hangar 1 Vodka | Brand Building

For Hangar 1 Vodka, “The California Way” isn’t just a mantra, it’s a way of life. The brand is best known for its welcoming distillery and for sourcing seasonally-fresh, local ingredients in its flavored vodkas. To connect with in-the-know consumers in California and beyond, the San Francisco based vodka brand debuted a multi-channel, compelling creative media strategy—complete with a new brand world, tagline and visual identity to realign the brand with their core consumer tensions. From a new product launch to an influencer-driven holiday campaign, the brand’s California DNA was distilled into every piece of content, programming and messaging.

Agency: The Media Grind
Client: Hangar 1 Vodka
Role: ACD
Additional: Design + Motion
CW: Rita Kokshanian
Photographer: Louise Palmberg

Brand Campaign

Brand Campaign Premium Video

San Francisco OOH

Golden State Content

The laid-back lifestyle is brought to life in photography used across social and digital platforms.

Premium Cocktail Videos

The California way to make a cocktail is brought to life through premium video cut for in-stream and social.

Botanical seltzer launch

In a sea of shiny cans filled with who-knows-what, Hangar 1 Botanical Seltzer is the adult seltzer that stands out with a sustainable glass bottle and real better-for-you California ingredients. These key brand benefits were brought to life in style with an integrated campaign that kept it 100% California.

Botanical Seltzer Launch Paid and Organic Social

Summer of Seltzer Brand Collaboration

To drive excitement and PR coverage for Hangar 1 Botanical Seltzer in year two, Hangar 1 launched a brand partnership with a likeminded California brand: Solé Bikes. Four unique colorways were designed to bring the California-fresh flavors of Hangar 1 Botanical Seltzer to life. The ultimate summer-inspired capsule collection of bicycles was then released through a consumer and press event, social giveaway and available for purchase online.

BENTWING BRANDY LAUNCH

To introduce a brandy alongside the extensive vodka portfolio, Hangar 1 turned to their aviation roots and partnered with Surf Air on a press trip to Napa Valley. Paid social content focused on the liquid as an aged and storied spirit with California style.

Press Trip Live Content

Rosé Season

With the rise of the rosé-everything trend, Hangar 1 was inspired to create a rosé vodka that celebrates Golden State wine culture. Through press events, consumer activations and a digital campaign, Hangar 1 brought the ultimate al fresco refreshment to consumers nationwide.

Digital and Point-Of-Sale

Pin The Holidays

No matter the season, consumers turn to Pinterest for the best entertaining inspiration and ideas. This is especially true during the holidays, which is why Hangar 1 created a campaign centered around the platform to bring unique, non traditional holiday recipes using Hangar 1 Straight Vodka to the community.