DRIVING NATIONAL AWARENESS WITH A LOCAL VIBE
Following Gallo’s strategic investment in Montucky Cold Snacks, the Bozeman-born beer brand faced an important communications opportunity: how to continue growing nationally while maintaining the loyal, local, give-back-driven spirit that made the brand beloved in the first place.
The public relations strategy focused on reinforcing Montucky’s authentic Montana roots and its long-standing commitment to supporting local communities. Rather than position the brand solely through a growth or acquisition lens, we leaned into what made Montucky culturally relevant from the beginning: ski culture, outdoor adventure, grassroots events, nonprofit partnerships, and a personality that felt fun, approachable, and proudly unpolished.
To keep the brand connected to its core audience, we supported local nonprofit partnerships, outdoor film festivals, ski events, and community-driven activations across Montana and surrounding mountain markets. These efforts created meaningful “liquid to lips” opportunities while keeping Montucky visible in the places and moments where its audience naturally gathers.
Results of PR Efforts: The campaign helped preserve Montucky’s local credibility while expanding awareness beyond its home market. Results included continued local media pickup, stronger regional visibility, and broader national lifestyle media attention that positioned Montucky Cold Snacks as more than a beer brand and it became a symbol of mountain-town culture, community support, and good-times energy with purpose.
