The Challenge

Coal Pick Distillery had an outdated website that no longer represented its evolving brand or business model. The site lacked product pages for its signature bourbon bottles and offered no visibility into key services such as bourbon barrel investments or private barrel selections. As a result, the distillery struggled to generate quality leads, especially for investment opportunities, and experienced minimal website traffic and online engagement.

Additionally, without a centralized system to manage leads or automate follow-ups, inquiries were difficult to track, and potential investors often fell through the cracks. The brand needed a complete digital overhaul—from visual identity to marketing infrastructure—to drive awareness, conversions, and long-term growth.

Services Engaged

The Solution

Brand & Website Redesign

  • Modern Visual Identity: Rebuilt the Coal Pick brand with a refined, premium design aesthetic that reflected its heritage and craftsmanship.
  • Dedicated Product & Service Pages: Designed detailed pages for each bourbon bottle and service offering—including barrel investments, private picks, and contract distilling.
  • Enhanced User Experience: Improved site navigation and mobile responsiveness for seamless browsing and conversions.

CRM Development & Automation

  • Custom CRM System: Implemented a centralized CRM platform to capture and manage every lead efficiently.
  • Automated Drip Campaigns: Created automated email and text sequences to nurture leads, provide updates, and encourage conversions.
  • Pipeline Visibility: Enabled full tracking of lead activity, communication history, and performance metrics.

Targeted Digital Advertising

  • Nationwide Campaigns: Launched Facebook ad campaigns in 10 states targeting niche audiences interested in bourbon investments, collectors, and premium spirits.
  • Automated Lead Capture: Integrated Facebook Ads directly into the CRM, allowing leads to populate automatically for immediate follow-up.
  • Creative Messaging: Developed compelling ad copy and visuals that positioned Coal Pick as both a distillery and an investment brand.

Content Strategy & Storytelling

  • Brand Messaging & Voice: Created story-driven content that showcases Coal Pick’s heritage, craftsmanship, and investment potential while establishing a consistent, premium brand voice across all digital platforms.
  • SEO & Copywriting: Wrote search-optimized product and service descriptions to boost organic visibility and attract qualified traffic.
  • Visual Storytelling: Used professional photography and video to highlight the distilling process, barrel aging, and bottle presentation, creating an emotional connection with visitors.

The Results

By executing this full-scale digital transformation, Coal Pick Distillery achieved:

  • A complete brand modernization that elevated perception and trust.
  • A significant increase in qualified leads for bourbon barrel investments.
  • Automated communication workflows that improved response time and customer engagement.
  • Consistent website traffic growth through SEO and digital advertising.
  • Enhanced data visibility and tracking through the CRM system, ensuring every lead and opportunity was captured.

The Conclusion

Coal Pick Distillery’s partnership with SteerPoint resulted in a true digital evolution—combining premium branding, strategic marketing, and automated technology to drive measurable growth. Through a redesigned website, integrated CRM, and multi-state ad campaigns, Coal Pick now has the infrastructure to scale nationally, engage investors effectively, and showcase its unique blend of tradition, craftsmanship, and innovation.