DeKuyper
DeKuyper Rebranding
While freelancing at Beam Suntory I got to work projects for Jim Beam, Pinnacle Vodka, Cruzan Rum and more. But this DeKuyper project was special. We set out to put bartenders at the heart of the brand while inspiring the at-home mixologist in all of us. So, I hit the streets, talking to nearly a dozen bartenders to get the real ingredients—what they love, what they hate and what they actually need.
We, then, took all those insights, shook them up and poured them into this concept.
Role: Writer / company: Beam suntory (proof)
First, give bartenders what they need
And want! Too often, brands prioritize what makes them shine at the bar instead of the people behind the bar. I went straight to the source to unpack how we can make their jobs easier and make them shine brighter.
Elevate bartender’s tips & tricks
…throughout every touchpoint—from print ads to in-store—we infused bartender-approved insights, educating consumers and building trust with a stamp of approval from the pros behind the bar.
Samples? Nah. Bartender shows
Instead of hiring models to pass out drinks, we’d bring in real bartenders to craft cocktails, share pro tips and answer questions—turning tastings into experiences.
Merch for the fans!
From bar essentials like jiggers, shakers, and towels to personal goodies like specialty glassware for every cocktail occasion—plus a Bartender Companion recipe book packed with stories, tips and tricks.
