Elevating a Homegrown Spirit to National Spotlight

The Brand

‍Born in the Lowcountry and distilled from American sweet corn, Sweet Grass Vodka is a premium craft spirit that blends Southern soul with modern sophistication. With actor Jeremy Renner as part-owner, the brand set out to make a bold entrance, introducing its refined, rooted ethos to a national audience.

The Challenge

‍Sweet Grass Vodka wasn’t just launching a new product, it was launching a movement. The team needed to craft a story that honored its Charleston origins while capturing national attention. The goal: drive visibility, authenticity, and excitement at scale, without losing the sense of place that defined the brand.

The Approach

‍Wawner Strategies led a multi-dimensional communications campaign that positioned Sweet Grass Vodka as both aspirational and accessible. a national brand with unmistakable Lowcountry DNA.

• National PR Campaign: Secured national media coverage from People Magazine to CNN, telling the story of a locally born brand with Hollywood backing.
  
• Influencer & Celebrity Engagement: Managed A-list partnerships and on-the-ground media moments with Jeremy Renner as the brand expanded into new markets.
  
• Social Media Strategy: Developed and executed content strategies to amplify reach and reinforce the brand’s Southern sophistication.
  
• Event Production: Produced the largest celebrity event in Charleston’s history, a launch celebration that drew national headlines and local buzz alike.
  

The Results

‍From debut to nationwide recognition, Sweet Grass Vodka became synonymous with Charleston’s new era of craftsmanship and culture. The campaign drove extensive earned media, viral social engagement, and a brand narrative that resonated across audiences, from local loyalists to national tastemakers.

What They Said

“Wawner Strategies is a great partner to Sweet Grass Vodka. They represent our brand, understand our mission, and there is no one else in Charleston who can execute against a vision of this magnitude.”
— Jarrod Swanger, CEO, Sweet Grass Vodka

The Takeaway

‍Through strategic storytelling, high-touch media relations, and culture-driven experiences, Wawner Strategies turned a local launch into a national moment, proving that Charleston’s creative energy belongs on the main stage.