Pennsylvania Dutch is a well-known holiday staple, that in 2020 was approaching 200K 9-liter cases, with nearly all shipments concentrated between August and November. To sustain growth and reach consumers year-round, the team set out to evolve the brand from a seasonal tradition into a year-round favorite through product refinement, new flavor innovations, and trade and digital marketing.
Operating within the confines of a historic distillery, the team focused on creativity, efficiency, and high-impact execution. Core trade marketing programs were introduced, including sampling and in-store point of sale to strengthen visibility at retail. The brand launched its first digital presence across the web and social media, complemented by partnerships with baking influencers to expand usage occasions and connect directly with consumers.
An innovation pipeline was established with a focus on exceptional liquid development, resulting in seven new product launches over two years and a Double Gold at the San Francisco World Spirits Competition. The portfolio expansion drove more than 100,000 additional 9-liter cases while maintaining growth of the flagship Egg Nog, transforming Pennsylvania Dutch from a seasonal favorite into a year-round cream liqueur brand and earning recognition as an Impact “Hot Brand” award winner.
