Oak & Eden Whiskey
Brad was the cofounder and Chief Brand Officer of Oak & Eden Whiskey, a Fast Company World’s Most Innovative Company in 2024. Famed for its In-Bottle Finishing, where each bottle displays an oak spiral, the brand excels in customization and a strong eCommerce and digital marketing presence.
Brad Neathery, as a co-founder and former Chief Brand Officer of Oak & Eden Whiskey, played a pivotal role in shaping the brand's distinctive identity and innovative approach. His visionary leadership was instrumental in positioning the technique of In-Bottle Finishing to set Oak & Eden apart with a youth culture in a crowded market.
Recognizing a cultural resurgence of Western idealism, epitomized by popular media like "Yellowstone," Brad adeptly aligned Oak & Eden with this revival, tapping into themes of rugged individualism and a return to roots that resonated powerfully with the Millennial generation. This strategic alignment not only capitalized on trends but also imbued the brand with an air of adventure and authenticity that was particularly attractive to younger consumers. Through this strategic vision, Oak & Eden was positioned perfectly within the market, appealing to both purists and modern explorers, becoming a significant player in the evolving landscape of American whiskey.
AREAS OF FOCUS
Brand Strategy
Brand Identity & Communication
Strategic Partnerships
Digital Strategy
Environmental Experiences
My vision was to sculpt Oak & Eden into a brand that would captivate both seasoned whiskey lovers and a vibrant, emerging market alike.
-BRAD NEATHERY
Brand Strategy
Brad’s brand strategy for Oak & Eden was deeply rooted in innovation and customization, centered around the unique In-Bottle Finishing technique using a wooden spire. This innovative approach allowed for unprecedented customization in the whiskey market, positioning the spire not just as a tool but as the hallmark of the brand’s creative identity. Brad envisioned the spire as a symbol of both tradition and modern craft, leveraging it to attract a wide array of collaborations with celebrities and influencers who could co-create and personalize their own whiskey flavors, further enhancing the brand's appeal and uniqueness.
Brad's strategic foresight not only enhanced the brand's product line but also significantly boosted its digital marketing strategies, making Oak & Eden a beloved name in, and out of the whiskey community. His storytelling and brand strategy continues to influence Oak & Eden, leaving a lasting legacy on the brand's direction and ethos.
Strategic Partnerships
Brad’s focus on strategic initiatives at Oak & Eden included forging high-profile collaborations with celebrities and brands that aligned with the brand’s ethos. Brad fostered partnerships with figures like Forrie J. Smith of "Yellowstone" TV show, as well as musicians like Jamestown Revival, Penny & Sparrow, and many others, allowing them to co-create unique whiskey creations. This melded Oak & Eden's brand with diverse Americana cultural elements, broadening its appeal through celebrity fans and enhancing its narrative of craftsmanship and authenticity.
Additionally, Brad orchestrated brand partnerships with brands such as Rahr & Sons Brewery, Boot Barn, Tecovas, and many others, developing limited edition products and co-branded experiences. These collaborations targeted Oak & Eden's core demographic, emphasizing quality and a distinct American spirit. By aligning with brands that share a commitment to craftsmanship, these partnerships not only expanded Oak & Eden's market presence but also deepened its brand story, establishing it as a leader in innovative and strategic brand collaborations.
Forrie J Smith, Yellowstone TV
Oak & Eden Brand Ambassador
Jamestown Revival, Americana Duet
Oak & Eden Brand Ambassadors
Rahr & Sons Brewery, Fort Worth, TX
Oak & Eden Brand Collaborations
Strategic partnerships at Oak & Eden extended our narrative, blending unique talents to set the tone for a distinctly resonant whiskey experience.
Digital Interaction
Brad strategically enhanced Oak & Eden's digital presence by developing a state-of-the-art e-commerce platform that was federally compliant for the spirits industry, while enriching the customer experience. This platform was visually engaging and user-friendly, offering detailed product descriptions, tasting notes, and social media integration, which encouraged users to explore and connect more deeply with the brand.
Furthermore, Brad led the brand to introduce a whiskey customizer on the platform, allowing customers to personalize their whiskey by selecting different flavors and finishing spires. This innovative feature not only differentiated Oak & Eden in the crowded whiskey market but also engaged customers on a new level, allowing them to co-create their unique whiskey blends. This move significantly bolstered customer engagement and loyalty, showcasing Brad’s commitment to combining traditional craftsmanship with cutting-edge digital experiences.
Environmental Experiences
Under Brad’s brand vision, Oak & Eden strategically expanded the brand presence by creating immersive environmental experiences, starting with the Oak & Eden Flagship in Bridgeport, TX. This space, more than just a tasting room, was designed to fully embody the brand’s ethos of craftsmanship and community. It offered visitors an engaging journey into the world of Oak & Eden, including a craft cocktail bar, retail store, and whiskey Library, allowing customers to build their own custom bottles of whiskey onsite and take them home with them after the experience.
Furthering this immersive approach, Oak & Eden launched its second Outpost store in Fort Worth, TX at the Shops at Clearfork. This venue focused on delivering a premium experience, showcasing exclusive whiskey blends and hosting media & influencer events. These locations not only enhanced customer engagement and drove strong revenue with high margins, but also strengthened the brand's community ties, making each visit a memorable encounter with the spirit of Oak & Eden.
Oak & Eden Flagship
Bridgeport, TX
Oak & Eden Clearfork
Fort Worth, TX
