Hasta La Creative!

If a new campaign by Ole Smoky Tennessee Moonshine works, bars across America will soon be howling.

The effort — which marks a vastly different marketing approach for the five-year-old brand — incorporates a new wolf mascot whose job is to encourage drinkers to order a shot, chug it and unleash a howl. Creating a new barroom tradition is no easy task, of course. But Ole Smoky marketers hope the custom catches on and brings new life to the moonshine category, which has slowed after bursting out of the gate a few years ago when states began legalizing it.

Moonshine’s U.S. sales grew to $46 million in 2014 from $5 million in 2011, but sales dropped to $41 million in the 52 weeks ending June 20, according to Nielsen.

Continue reading at AdAge.com