Virago Spirits is a family-owned and operated craft distillery founded in Richmond, Virginia in 2018. The distillery has cultivated a fiercely loyal local following around its small-batch rums and gins, but with distribution expanding outside the region, they needed a cost-effective way to build awareness among growth audiences while galvanizing its connection with existing fans. As a small, young brand competing in a saturated category, Virago turned to Elevation.
The distillery was named as an homage to strong women of character and vision, and their tasting room is wrapped in a mural celebrating women leaders, rebels, and visionaries throughout history. From this foundation, Elevation developed a campaign that aligned with Virago’s creative and independent spirit. Everyday Warriors invited customers to celebrate small victories as moments worth toasting with a spirit as bold as the spirits who inspired it.
We developed a series of targeted micro campaigns using paid and organic social media to fuel awareness and increase consideration around key retailers in Illinois, Florida, and Virginia. With a limited budget, we produced in-feed posts, carousels, and social videos featuring recipes, cocktails, and brand storytelling.
Through smart, cost-effective creative and social media execution, Elevation helped Virago expand its audience and drive awareness at the shelf, while deepening loyalty among existing fans. With the Everyday Warriors campaign, Virago found a voice that resonated, creating breakthrough reach and engagement that outperformed the spend—driving trial and awareness in a highly competitive category.
