“Elevating the presence of an iconic brand”
With Nicko, the iconic rooster watching over the building, Old Dominick Distillery quickly became a landmark in downtown Memphis after opening in the spring of 2017. The Canale family has deep ties to the city, and put their hearts into renovating the 100-year-old building and reviving the beloved Memphis Toddy brand. During the multi-year renovation process, the Canale family recognized they needed assistance with several aspects of the consumer experience, particularly employee training and retail development.
PNSA team members spent months working with the family, visitor experience management and creative agency to develop a deep and interesting merchandise mix to appeal to a wide range of visitors from Beale Street tourists to young downtown Memphis residents. We then selected unique fixtures to compliment both the merchandise and distinct rustic-chic atmosphere of the building. Shortly before opening, the PNSA team spent a week in Memphis setting up fixtures and props as well as placing the merchandise to ready the store for visitors. We also trained the staff on conducting tours, tastings and customer service. We were honored to work on this unique project and hope Nicko is watching over the distillery for many years to come.