DALLAS--(BUSINESS WIRE)--Lone River Beverage Company, the breakthrough brand behind the #1 Ranch Water in the US1, partners with Oscar and Grammy award-winning artist and star of Yellowstone, Ryan Bingham, to launch its first national campaign Follow It West.
Debuting today, Follow It West follows Bingham through a typical working ranch day out West. Bingham authentically embodies Lone River’s wild haired rancher and is joined by real cowgirls and cowboys from West Texas. The spot, which is beautifully narrated via a cowboy poem and ode to the symbolic Lone River, is built around romanticizing the great adventure of going West through the universally famous archetype of the cowboy on the ranch. Follow It West evokes a place where simplicity is sacred, hard work is non-negotiable and living off the land is a way of life.
“West Texas is a vast, majestic place that’s close to my heart. I have roots here and so many great memories. I filmed my first music video in a Marfa bar,” comments Ryan Bingham. “When I think of ranch water, I'm instantly reminded of my time spent in West Texas and the way of life out there. I think of days working cattle, nights writing songs and a cold beverage at the end of a long day. Lone River is a success because it’s as authentic as it gets. We are on a ranch, we are working cattle and we are building fences - this campaign is the real deal.”
In addition to TV spots, including a large investment within the highly anticipated Yellowstone Season 4 premiere, Follow It West will be supported by a robust media spend and fully integrated across digital, social, audio, out-of-home, and point-of-sale. Lone River will also have a sizable presence at the Wrangler National Finals Rodeo in Las Vegas this December.
The spot comes from ad agency Anomaly and was directed by acclaimed Texas native, Ryan Booth of PULSE Films. It was shot on location in the Alpine and Fort Davis areas of far West Texas. Paying homage to the inspiration for Lone River Ranch Water hard seltzer, Follow It West was filmed almost entirely on Lone River Founder and CEO Katie Beal Brown’s working ranch, Calamity Creek, operated by her family for generations.
By the end of September, Lone River Ranch Water will be available nationwide. Most recently, the brand expanded to eight new states, including New York and California. Lone River is clearly resonating in the markets beyond its home state of Texas, with data showing the brand is growing nearly two times the rate of the category2. Lone River can be found at major national and regional retailers including Kroger, Total Wine & More, Walmart, Whole Foods Market, Albertsons/Safeway, H-E-B, Hy-Vee, among others.
“We started Lone River with a simple story. A story 100 years in the making. This was always a long play for us, to build a legacy that celebrates the culture connected to Ranch Water. A culture emblematic of the American West,” comments Founder and CEO Katie Beal Brown. “We knew the only way to share this story with a national audience was to give people a taste of the real deal – out on our family’s ranch in Far West Texas with the cowboys, cowgirls and ranchers from the area. Ryan Bingham felt like such a natural partner to help us tell our humble story on a grander scale. His music has been the soundtrack that has inspired so much of our journey, and we immediately connected through our shared roots in Far West Texas.”
The flavor profile of Lone River Ranch Water hard seltzer is inspired by the original West Texas cocktail, the ‘Ranch Water’, a popular drink traditionally made with a blend of tequila, soda water and a squeeze of fresh lime juice. Earlier this summer, Lone River announced the launch of its now best-selling Variety 12-Pack featuring all four of its distinct agave-inspired Ranch Water flavors: Original, Spicy, Rio Red Grapefruit and Prickly Pear.
For more information and to find a retailer near you, visit www.loneriverbevco.com.
Join us on social via @RanchWater.
About Lone River Beverage Company:
Founded in 2019 by native Texan Katie Beal Brown and acquired by Diageo in 2021, Lone River Beverage Company and its namesake Ranch Water hard seltzer are rooted in the tradition and taste of the high desert of Far West Texas. At 80 calories and 4% ABV per 12 oz. can, Lone River Ranch Water brings an easy-drinking twist to Texas’ classic cocktail. Lone River products are currently available across 48 states in major retailers as well as independent stores. Discover Lone River on platforms like Drizly, GoPuff and Minibar. To learn more, visit www.loneriverbevco.com. Enjoy Responsibly.
1 Nielsen Total US xAOC + Convenience | Latest 52 Wks - w/e 08/14/21
2 Nielsen Total US xAOC + Convenience | 16 Wks - w/e 7/3/21