Previously operating as an online retailer and at markets and events, the brand reached a natural point of expansion. In late 2024, Tin Shed Distilling Co opened the doors to its purpose-built distillery and venue in Nairne, engaging Hughes to support the launch and drive awareness of the new destination.

Objectives

• Raise awareness and understanding of the new distillery, venue and its offerings.
• Identify and attract key industry stakeholders to attend a pre-launch event.
• Expand brand awareness beyond Tin Shed’s established whisky-enthusiast following. 
• Drive bookings online and foot traffic to the venue.
• Increase website traffic through social media.
• Grow social media following.

Our Approach

Media and event management
Hughes developed a clear and compelling brand narrative supported by key messages that guided all communications throughout the launch. These messages were consistently applied to website content, social media, news releases and stakeholder briefings across the ongoing communication strategy to ensure cohesive communications across all channels.
A targeted media strategy was implemented and Hughes led proactive media engagement to maximise launch coverage across relevant lifestyle, food and drink and industry publications.
Hughes also provided event management support for the venue’s pre-launch event. This included developing a curated invitation list aligned to the brand and venue launch objectives, distributing invitations, managing RSVPs and coordinating attendance and transport to ensure strong representation from key media, industry stakeholders and influencers.

Organic and paid social media
Hughes developed a data-driven social media strategy spanning both organic and paid activity, delivered through a structured three-phase campaign aligned to the venue launch.

• Brand awareness: teaser campaign, building awareness, social media follower growth and engagement.
• Traffic: pre-bookings campaign, driving website traffic and social media engagement.
• Traffic: launch campaign, building experience narrative and driving ongoing website traffic for online bookings.

Over a six-month period, Hughes managed Tin Shed Distilling Co’s social media channels, establishing a cohesive and engaging creative identity while developing an organic content plan tailored to each phase of the campaign. This included teaser content to build anticipation ahead of the opening; launch and post-launch storytelling that showcased the full venue experience using existing distillery photography; event and post-event photography and video content to promote the launch; and ongoing content including third-party online reviews generated through the media launch event, user-generated content, menu feature posts, entertainment teasers, and weekend video content designed to drive ongoing bookings. 
Organic activity was supported by a targeted paid social strategy, delivered across three distinct audiences aged 22 - 55:

• Local audiences within a 10km radius of Mount Barker and Nairne, to drive regional brand awareness and visitation.
• Spirit enthusiasts, to build on Tin Shed’s existing loyal following.
• Greater Adelaide audiences, targeting a broader market of those interested in Single Malt, fine dining, folk and blues music, with key messages focused on the complete destination experience, including food, drinks, entertainment and events.

Ad creative and messaging was tailored to each audience to maximise engagement.

Website support
Hughes’ internal digital team provided website support throughout the launch period. This included guidance on landing page structure, user experience and messaging, as well as support with the seamless implementation of the online booking system. Tracking and reporting frameworks were also established to monitor website performance and conversion activity throughout the campaign.