American Harvest creates a commercial that introduces the farmers, explains it’s processing and packaging techniques, variety of ways to consume it, and connects it to the American dream. For a new product entering an already large established market the “American Harvest” company grasps the concepts of relating to customers and making them feel connected to the product.
Pappy Van Winkle- GREAT BOURBON
The scarcity of this particular bourbon is what builds up all the hype and attention this particular bourbon gets. Yes, it’s delicious but there are other bourbons similar in quality and taste. The fact that only so many bottle exist is what drives it’s price up. Retail a bottle would be less than a hundred dollars…if you ever find it. At a bar a glass of Pappy’s would be way more than this. The comedy “The Internship” with Vince Vaughn and Owen Wilson has a scene where they order three glasses of Pappy’s costing them a $100 each. This is a marketing tactic which builds a brand name and creates a high demand for the product.