Widow Jane has been distilling award-winning, small batch bourbon in Red Hook, Brooklyn since its launch in 2012.

In 2025, SALUK & CO. was asked to develop the first ever advertising program for the brand, to help increase brand awareness, and help increase trial.

Our media program centered on the distillery that gives birth to the liquid, and we launched a custom branded content piece with the New York Times, where they profiled the distillery, the amazing distiller and folks who craft the bourbon, and the unique water source.

We paired that with a digital campaign across the United States with precise data targeting, and hand-painted out of home placements in neighborhoods where liquor/spirits taste-makers frequent.

The program generated over 40MM targeted impressions, increased site traffic by 27%, and most importantly increased purchase intent and sales.