DIRE WOLF BOURBON GETS FACELIFT

  SANTA FE, NEW MEXICO - 03/20/2017 (PRESS RELEASE JET)

New Mexico-owned Aztec Spirits has re-branded its small-batch Dire Wolf Bourbon for a product launch across ten states this Spring. Originally distributed in three states—New Mexico, Texas, and Louisiana—the spirit is expanding its presence as of April 1st and anticipates rolling out the product nation-wide by early 2018. Dire Wolf Bourbon will compete with such venerable institutions such as Jack Daniel’s and Jim Beam, but the company is confident their product can not only compete, but succeed.

“We have a quality product at a competitive price. Now, we are focusing on building brand recognition through improved packaging, relationship development, marketing, and PR efforts.” – George Schurman, Founder/CEO of Aztec Spirits

If the product name sounds familiar, it should. Dire Wolf is inspired by the Direwolves found in Santa Fe-based author George RR Martin’s novels A Song of Ice and Fire and HBO’s adaptation of the series into Game of Thrones. In the story, Direwolves are highly regarded for their intelligence, loyalty, and large stature. The company’s rebrand aims to capture that essence and inspire consumer-loyalty. Even the tagline is a nod to the epic nature of Game of Thrones: Create Your Legend.

With offices in Albuquerque and New York, Tangerine Café Design Group is the creative team behind Dire Wolf’s new look. The brand’s marketing and public relations efforts will be executed in partnership with Albuquerque-based agency Media Tonic which has roots in the wine and spirits industry.

Dire Wolf Bourbon is distributed in New Mexico by Southern Glazer’s Wine and Spirits and by Global Quality Imports in Texas.