Contact Us Today














    How Milam & Greene Thrived in 2020 by Expanding its Footprint

    2020 was an unprecedented challenge for beverage alcohol brand owners and many had to adapt their business model on the fly to compensate for the widespread closures on-premise, supply chain disruptions, and consumers who were largely homebound. 

    One brand that found success by drastically adapting its plans for 2020 was Milam & Greene. 

    Texas-based Milam & Greene was set to focus solely on the Texas market, but the pandemic forced them to look beyond their home state. 

    Expanding from 1 to 10 States

    Milam & Greene leadership felt expanding beyond Texas was a necessity as it was no longer able to focus its sales efforts on-premise as it had originally planned. So Milam & Greene expanded its off-premise sales capabilities to a total of 10  states and built an online store-locator for its website. 

    “As you know, if you are a craft distiller and expanding your market, it’s not enough to be on the shelves. You have to constantly be thinking: “How do I get those bottles moving off the shelf,” says Heather Greene, CEO of Milam & Greene parent company Provision Spirits. “By doing these store-locators and geo-targeting campaign, we were basically showing our retail partners and distribution partners that we were going to back up that distribution channel with marketing efforts.” 

    Milam & Green additionally waded into the e-commerce space and was able to expand its DTC capabilities to 41 total states. 

    Optimizing Digital Communications

    Not only did its new digital platform provide Milam & Greene the ability to reach more customers directly, but also gave it data about retention, conversion, and more information about the target audience. One of the key digital strategies Milam & Green employed was to geo-target customers and retailers, and then align its e-commerce and digital campaigns to more effectively communicate.

    The last piece of the puzzle was to spread the word beyond Texas. The company launched a “massive effort to share our product, share our story, and make sure people knew we were here,” said Greene. “We know people want to buy nice premium spirits from a small craft brand. We just knew that we had to get that out there.” 

    To hear more on Milam & Greene’s 2020 playbook, click here