top of page

From Field to Bottle: Launching Root Shoot Spirits Single Malt Whiskey

We've been collaborating with our friends at Olander Farms and Root Shoot Malting for many years. When they reached out about supporting their five year project of launching a single malt whiskey we were quick to respond...hell yes!

The Root Shoot team came to us with an aged product and chosen packaging, including bottles and printed labels. From there it was up to our collaboration to develop a strategic path to market and bring their story to life. This whiskey is their first consumer-facing effort and presented a golden opportunity to weave together the stories of Olander Farms, multigenerational and sustainable Colorado agriculture, Root Shoot Malting, and single malt whiskey into a cohesive narrative of authenticity.

Find Root Shoot Spirits Single Malt Whiskey HERE via the website we developed, pour yourself a snifter and dive into our approach and deliverables in taking their whiskey to market.


It was exciting to see the Root Shoot Spirits narrative come to life through a mix of product photography staged in the farm field, distillery, and malthouse along with studio content. Each shoot was able to authentically capture a thoughtful and beautiful piece of the overall visual story, from field to bottle. These photoshoots were strategically executed to provide story-rich imagery for their website, sales tools and POS, as well as media relations and ongoing social media efforts.

Photography: Michael Eldridge


Developing a go to market strategy and communications calendar to align us with the Root Shoot team, their distributor partner, retail accounts and earned media partners provided a clear, structured and comprehensive path to market for everyone. Seeing our diverse mix of imagery support their strong brand narrative was a pleasure. You can see the story come to life in their website, sales tools, POS materials, earned media placements and ongoing social media content.

Photography & Design: Michael Eldridge / Website Development: Jeremy Farmer

Understanding the multitude of challenges, responsibilities and distractions distributors and retailers face every day, we develop clear, concise, and complementary sets of tools that: (a) assist the sales team every time they walk in the door, (b) serve as all-encompassing informational leave-behind pieces when buyers and key stakeholders aren't available, and (c) function as easy-to-produce and versatile pieces that make an impact in high-visibility locations in any kind of retail account.


Employing an advanced outreach embargo strategy with a focus in the Colorado market was an important piece of the communications calendar. Leveraging the intentional imagery to complement the story of Root Shoot, including the beloved craft malthouse and their 5th generation Olander Farms (led by Root Shoot Malting founder and farmer Todd Olander), we were able to secure a mix of Colorado consumer and industry earned media placements to drive awareness of their authentic brand narrative. Read the initial press release HERE.

Media Relations: Helen Anderson & Jules Cuccurullo

We're thankful to be part of bringing the Root Shoot story to life, and we appreciate the opportunity to Turn It Up with their first consumer-facing product. Head over to their channels, give them a high-five follow, and hit the website ( to see where you can snag a bottle. Trust us, you won't be disappointed in this award-winning whiskey experience.

A big shout out to the Turn It Up team for making it happen.

bottom of page