Inspiring Creativity Among
The Bartending Community

Problem

Rittenhouse Rye first hit the market in 1934, at the end of Prohibition, and quickly became known as a “Choice Pennsylvania Rye.” Fast forward to the early 2000s, bartenders were looking to revive a declining cocktail culture by finding inspiration in pre-Prohibition Era cocktail books. There, they found historic recipes featuring Rye, not Bourbon, and Rittenhouse just so happened to be the only Bottled-in-Bond Rye whisky on the market, quickly becoming the bartender's favorite.

Now a long-standing staple on backbars, Rittenhouse's sales have been dominated by on-premise — a reflection of this loyal following in the trade. When Rittenhouse came to Method1 for a new website and creative campaign to reinforce its brand awareness and loyalty, we knew the trade audience needed to be at the heart of it.

Behavioral Insight

We knew Rittenhouse was respected in the trade. We tapped into the Social Proof principle by spotlighting and elevating world-renowned bartenders ("micro-influencers") and their Rittenhouse Rye creations to leverage the tendency of people to trust and emulate the choices of those they admire.

History

Our emblem is based on schematics from a real aerial view of the historic Rittenhouse Square in Philadelphia, Pennsylvania. By using the sidewalks as line work to help define our shape, adding in Rittenhouse Rye’s founding date of 1934, and bringing in the Rittenhouse ‘R,’ this abstract design is meant to feel authentic to the location and uniquely owneable for the brand.

Solution

Method1 created the "Cocktail Creatively" campaign, a multi-channel initiative targeting bartenders. Our goal was to cement Rittenhouse as the bartender’s Rye by sharing inspiration, building community, and ensuring bartenders felt proud to mix with Rittenhouse. All assets of the brand were designed with an edgy Philadelphia style — reimagining the classic label with a modern twist.

Posters and menu cards in bars and restaurants featured nods to the Philadelphia heritage of the brand with a map of Rittenhouse Square overlaid with bartending tools and ingredients.

Client Testimonial

“Rittenhouse has a long legacy of being the go-to Rye by Bartenders nationwide.
By leveraging the voice of noted mixologists and sharing their unique creations with other bartenders, our campaign will inspire a whole new range of Rye-based cocktails.”