Dangerously Good.

Repositioning a rule-breaking whiskey brand for the shot market, and the spotlight.

background

Founded in New Zealand, Stolen Spirits built its name on high-quality liquor and the love of a good time.

Later acquired by the founder of Angel’s Envy, the brand evolved into a bold, lifestyle-driven challenger with a rebellious streak. I joined during a pivotal shift—from niche mixology to shot culture—leading the brand repositioning and launch of Stolen X whiskey through cross-channel campaigns rooted in cultural relevance (and a healthy dose of party energy).

the challenge

Disrupt and compete in a spirits market led by heavyweights like Fireball and Jameson.

the solution

A bold repositioning of the brand and its products with a go-to-market strategy that embraced Stolen’s rebellious spirit.

I led a brand refresh focused on Stolen X, sunsetting niche products, and repositioning the brand as a bold, lifestyle-driven player. Collaborating with internal and external teams, I developed a scalable content strategy, launched high-visibility influencer and event activations, and rolled out a redesigned website with merch.

the impact

By leaning into culture and building the right partnerships, we got the brand in front of the right people, giving them a reason to care.

  • 60% sales lift and 28% market growth in accounts with campaign-driven merchandising

  • Sampled 1M+ shots of Stolen X in one year

  • 18.2M influencer impressions with an 11% engagement rate

  • Earned media on MTV’s Ridiculousness and Netflix’s Rhythm & Flow

inside the work

Explore the tactics that turned a niche spirits brand into a bold, culture-forward contender. Cultural credibility from the right partners turned Stolen into more than a product; it became a brand people wanted to be part of.

  • Retired a line of niche mixology products and repositioned the brand to compete in the shot market. Developed packaging, taste profile, and launch strategy for Stolen X, a whiskey-based RTD with a bold, irreverent lifestyle identity. Co-led innovation on a mini-can format and managed cross-functional alignment across product, creative, and sales.

  • Built a lifestyle-driven content strategy anchored in bold visuals, cultural moments, and creator collaborations. Partnered with influencers to drive relevance and reach, resulting in 18.2M impressions and an 11% engagement rate. Developed custom tracking metrics to optimize partnerships and scaled what worked.

  • Created scalable systems to support consistent brand execution. Implemented Asana for project workflow, built a campaign planning template, and established content production processes to align teams and agencies across campaigns.

  • Launched a lifestyle-focused website to serve as the brand’s home base, with a strong editorial look and feel. Built out ecommerce functionality to sell swag and support limited-edition merch collaborations with influencers. Added a retail store locator and high-accuracy fulfillment through Drizly and Flaviar.

  • Brought the brand to life through events and retail campaigns. Led an omnichannel sweepstakes campaign that drove a 60% sales lift in merchandised accounts. Activated at SXSW, ComplexCon, and Miami Art Week, blending product trial with culture-first storytelling.Item description

key partnerships

  • Junk Yard / visual artist

  • Pickle / drag queen

  • Nigel Holt / musician

  • Lefty Out There / visual artist

  • Marty Grimes / rapper

  • Low Res Studio / content

  • lincoln hall + schubas / venues

  • Matt Scheffer / photography

  • Olivia Wolf / photography

  • Timothy Savage-Finch / photography

  • Taktical Digital / media

  • Do Stuff / localized media

Pickle’s Take

As a leader representing a historically marginalized community, I can say confidently Amanda is the ideal partner. She is collaborative, inclusive and kind.

Pickle Drag Queen is an LGBTQIA+ and literacy activist, the City of West Hollywood Inaugural Drag Laureate, and Executive Director of WeHo Drag Story Hour.

Previous

Slim Jim Turkey Sticks
Next

Lawrence Arts Center