In Frederick, Maryland, small businesses often reflect the city’s identity—craft-driven, community-minded, and forward-looking. When True Standard Distilling was prepared to open its doors, it was more than opening a distillery; it was about positioning a business as both an anchor for local pride and a contributor to local economic development.
For Ashley and Brian Allen, the founders of True Standard Distilling, the story began thousands of miles away in Costa Rica. It was there that Brian first discovered his love for crafting beverages. That passion followed him to Hawai’i and eventually brought him to Maryland, where his long-held dream became a reality. From the jump, their vision was clear in creating a place where history, creativity, and connection converge. To ensure the launch resonated with the Frederick community and beyond, PPR Strategies worked with True Standard Distilling to design a multi-faceted approach that combined storytelling, earned media, and paid promotion.
The foundation was laid with a targeted press release. PPR tailored the messaging to resonate with reporters covering craft beverage, community, and economic development beats. This approach positioned True Standard as a meaningful part of the Frederick community from the start by building brand awareness, establishing credibility, and creating excitement around the grand opening. Every element was carefully considered, from Brian and Ashley’s journey to the legacy of the building. The distillery sits inside a preserved 1860s horse carriage building, serving as both a nod to the past and a symbol of thoughtful progress. As a result of pitching efforts, coverage followed in outlets including DC News Now, Craft Spirits Magazine, multiple coverage in Frederick News Post, Baltimore Business Journal, Baltimore Sun, and more.
Paid promotions strengthened awareness. Digital campaigns through the Frederick News-Post and sponsorship placements with the Frederick County Chamber of Commerce ensured the message reached key audiences ahead of the grand opening. The coordinated effort established brand credibility and heightened anticipation.
Effective storytelling extends far beyond press releases and promotion. When doors opened in May 2025, the results spoke for themselves. The grand opening weekend drew community members, elected officials, and regional media alike. PPR Strategies supported every part of the event’s media execution. Our team was on-site to greet reporters and elected officials, distribute tailored media kits, and assist with live interviews and coverage. With four local outlets in attendance, including DC News Now, the story reached beyond the region. Same-day coverage extended the excitement, allowing those who couldn’t attend to experience the distillery’s unique spirit. The event was lively, creative, and infused with local pride–all of which were perfectly on brand for Frederick.
More than anything, True Standard’s successful launch reveals the alchemy that occurs when passion for craft meets authentic connection. When business owners pour their passion into a purpose instead of a product, and when media efforts are led by storytelling, the results resonate.
And we couldn’t have said it better than Ashley Allen, co-owner of True Standard Distilling, “Launching a distillery is about more than opening doors—it’s about sharing a story. Partnering with PPR Strategies ensured that our vision for True Standard Distilling reached the right people in the right way. They helped us connect our history, our building, and our passion to the Frederick community and beyond, creating excitement that made our grand opening feel like a true celebration of local pride.”
For PPR Strategies, this collaboration was an opportunity to support a launch that felt like the beginning of something much bigger: a gathering place, a family legacy, and a Frederick story worth raising a glass to.
