Balancing tradition with contemporaneity was always the goal for this website. The continuity between old and new was established by telling Meadville Rye's story and incorporating historic imagery, including original labels and other marketing materials produced since the brand was first created in 1860.

As a result of the website launch and the success of the companion social media campaign by Bull Moose Marketing, the first batch of Meadville Rye was sold out in a matter of days. It also helped that the whiskey is pretty good.