Focusing on the experimental side of distilled spirits and craft cocktails, Broken Beaker Distillery opened its doors yesterday to a warm welcome (minus the weather). The bar was packed and popping within the first ten minutes and didn’t slow down until last call.
Inspired by their owners, a chemist and an engineer by trade, Broken Beaker combines humor and science to create an atmosphere unlike any other on the popular Massachusetts Avenue.
The distillery focuses on the ‘experimental’ side of craft cocktails. Periodic table shelving extrudes from behind the bar and holds signature and seasonal spirits with quirky, scientific names. Broken Beaker’s soapstone bar top and classic laboratory bar stools bring back memories of a high school chemistry classroom while foosball tables and 50-inch TVs modernize the trendy 3,500-square-foot distillery.
Guided tours provide customers and alcohol aficionados a sneak peek into the on-site distillery and encourage feedback and ideas for future science-infused spirits. An outdoor patio is already planned for this spring.
How Dittoe PR assisted in the Broken Beaker opening
Broken Beaker is Mass Ave’s first on-site distillery and a business with a story that was begging to be told. Needless to say, hiring the professional storytellers at Dittoe PR was a no-brainer for these science minded entrepreneurs.
Leading up to the grand opening, Dittoe executed several communications tactics that secured mountains of coverage and ensured that the distillery would be on the forefront of everyone’s minds.
We created and managed Broken Beaker Twitter, Instagram and Facebook accounts, using these to connect with food and beverage reporters, on-air personalities, restaurant reviewers and influential Indianapolis thought leaders. Our established relationships with members of the local media earned us coverage in nearly all relevant outlets including, The Indianapolis Star, Indianapolis Business Journal, Indianapolis Monthly, WTHR, Fox59, WISH TV, and Indiana On Tap.
Finally, Dittoe organized an exclusive VIP event with social media influencers, local media members as well as movers and shakers in the Indianapolis tourism scene. This generated a palatable buzz the night before the event which carried over until the grand opening.
Stop by Broken Beaker Distillery
With Dittoe PR’s assistance, Broken Beaker Distillery is well on its way to becoming a unique and popular staple in a neighborhood known for its iconic nightlife. They’re located at 643 Massachusetts Ave., next to Ralston’s Draft House. It doesn’t take a rocket scientist to realize that stopping in for a drink is a good idea!