When Weber Ranch set out to introduce a new kind of vodka to the market, they knew the story behind the product mattered just as much as the spirit itself.
Made from 100% Blue Weber Agave, Weber Ranch Vodka was designed to stand apart from traditional vodka brands. The team wanted a way to educate consumers, share the brand’s unique origin story, and build genuine relationships with fans.
But traditional marketing channels weren’t built for that kind of connection.
That’s where Community came in.
Challenge
Weber Ranch Vodka was created around a simple idea: start with one of the world’s most premium ingredients, Blue Weber Agave, and bring it into a spirit category that’s widely consumed.
To educate consumers about the unique aspects of the product, the brand needed a direct channel that was easy to work with, cost-effective, and offered the support they needed to bring their vision to life.
The Weber Ranch team was determined to find the right solution to not only get their message out and drive engagement, but build a loyal audience along the way. An audience that could grow alongside the brand.
Solution
When Weber Ranch began evaluating text marketing platforms, the decision came down to more than just features.
The team wanted a partner who understood their vision and could help them build a long-term strategy for connecting with fans.
Community stood out not only for its ease of use, but also for the hands-on support and guidance, a true partnership that was important for the Weber Ranch team.
The partnership gave Weber Ranch confidence that they could accomplish something bigger together: more than a push channel, an interactive engagement experience.
How Weber Ranch Uses Community
The Weber Ranch team took engagement to the next level, using Community to launch Tex, an AI-powered mixologist. Today, Community serves as a key marketing channel for Weber Ranch to communicate directly with consumers through Tex.
Using text messaging to share the brand story, product information, cocktail recipes, and a store locator, Weber Ranch is disrupting the traditional cycle that separates brands from consumers by multiple tiers of distributors and retailers.
In the first six months alone, Tex engaged in more than 4,000 conversations with a return engagement rate exceeding 57%. Fans are not only initiating conversations, but continuing to return and interact over time. In several instances, the brand has seen the purchase journey unfold directly in these exchanges, with members sharing that they visited stores, purchased products, and became huge fans!
In a recent campaign, the brand used Community’s newly launched Campaign Surveys functionality to ask consumers about their favorite cocktail and then follow up by delivering the corresponding recipe directly to their phones. This activation generated a nearly 12% response rate, which is 4x higher than what the brand typically sees in response-driven messaging.
Impact
Weber Ranch is building a closer relationship with their end consumers. They now have a direct channel to the people who care most about the brand, which allows them to:
- Keep fans engaged with the brand story
- Drive awareness for events and launches
- Gather feedback directly from their audience
- Build long-term loyalty around the Weber Ranch brand
Just as important, the Weber Ranch team continues to benefit from ongoing guidance and support from the Community team, as the brand grows and their strategy evolves.
Looking Ahead
As Weber Ranch expands distribution and introduces more consumers to its unique take on vodka, Community will continue to play a key role in building those relationships.
By combining a distinctive product with direct, authentic communication, Weber Ranch is turning consumers into loyal fans.
