Degen Distillery
Made by Degens for Degens
Creating a tech-driven spirits brand backed by BrewDog and Google
Blockchain
DAO
FMCG
Since working with Underscore, Degen Distillery has gone on to become the top ‘tech-driven’ spirits company, backed by BrewDog and Google and focused on the ‘social distribution’ model for their 721 Vodka. The launch achieved a 24-hour sellout of their first bottle release and 2 sold-out NFT collections. Event reach includes 15+ major events to date, including Goodwood and Brighton on the Beach, with a combined audience of over 700,000 attendees, involving over 220 Key Opinion Leaders and influencers, including Wise Advice and CryptoDiffer.
With ambitious goals to become the fastest-growing global spirits company, Degen Distillery plans further expansion into Europe and the US with ongoing commitments to carbon-neutral production processes and a direct-to-consumer channel strategy through Web3 engagement.
Degen Distillery is a drinks brand for a new generation. Shaking up spirits and putting themselves under the influence with a change-making NFT community as their global salesforce.
Working with community a tech-savvy millennials and Gen-Z early adopters who seek out new and impactful brand projects was always going to be fun, and so that proved in this instance.
Our investigations found that a Degen is the cool kid of the new group, anti-establishment, a rebel at heart and somebody who embraces change and non-conformist culture. An individual that supports music festivals, nightclub events and great forward-thinking projects. As much socially conscious as they are economically conscious, Degens care about community ownership, privacy and the belief in the sovereign individual who determines a better future…. because those that embrace risk should be recognised and rewarded.
So when creating the characters of The Degeneration we wanted to showcase a customer base who is clearly gender-balanced or neutral and set to revolutionise the way we live, work and interact in the coming years. Our customers are music-loving, counter-culture rebels, likely to be early adopters of the latest fashion trends and the leaders of that revolution that is brewing.
Services
Brand Campaign
Brand Identity
Digital Design
Logo Design
NFT Designs
Sectors
Food & Beverage
Web3
A Degen is a fictional and aspirational character in the blockchain space.
85,000 NFT collections were launched the year of the rebrand, over 5 times more than the previous year.
The design outcome was a counter-culture type brand, rooted in the next generation of pioneers.
More than 43 million NFTs have been sold in recent years with over half coming from secondary sales, generating $36.3 billion of trade volume in the process.
“Thanks Underscore! The more I look at it, the more I love it!”
Sammy Verghese
Degen distillery
Ready to create the next big thing?
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