The program’s objective was to increase brand visibility and drive consumer interest in the portfolio by positioning each bourbon as distinct yet unified under a shared commitment to craftsmanship and flavor. We aimed to reach both new and seasoned whiskey drinkers and expand their bourbon repertoire.

The campaign’s strategy focused on leveraging the brands’ shared passion for taste and craftsmanship while highlighting their individual strengths. Key elements included:

• Unified Messaging with Distinctive Appeal: We positioned Jim Beam as adaptable and approachable, Maker’s Mark as a wheated bourbon with balance, Knob Creek as a robust, aged spirit, and Basil Hayden as the subtle, artful bourbon. By creating a unique identity for each, we made it easy for consumers to compare and contrast them, guiding them to pick the bourbon that best matched their preferences.

• In-Store and Digital Integration: We implemented cohesive POS materials (case cards, pole toppers, shelf talkers, and VAP packaging) alongside targeted digital content to create a seamless consumer experience. Digital video ads were produced for social platforms, Instacart, and MikMak, showcasing each brand’s versatility and craftsmanship.

• Engagement with Spirits Shoppers (25+): Recognizing that spirits shoppers often feel overwhelmed by bourbon’s complexity, we simplified the category and made it more approachable. This included demystifying terms like “barrel proof,” “small batch,” and “wheated,” allowing consumers to better understand and appreciate the distinctions between each brand.

The program rolled out across key national accounts during Bourbon Heritage Month. Our team implemented a multi-channel strategy combining retail merchandising, digital video, and paid social content to enhance brand visibility and drive consumer engagement.

• Increased bourbon portfolio visibility across major national retail accounts.

• Engaged a broad demographic of bourbon consumers, both new to the category and seasoned whiskey drinkers.

• Secured premium in-store placements and achieved strong digital engagement through video content and social media, resulting in elevated sales during key promotional periods.

• Achieved a 15% increase in retail visibility across key national accounts, securing premium in-store placements for the bourbon portfolio during Bourbon Heritage Month.

• Boosted consumer engagement by 20% on social media channels through targeted video content, leading to higher brand recall and increased interest in premium bourbon offerings.

• Drove a 12% sales lift in participating markets, with strong performance among both new bourbon drinkers and seasoned enthusiasts.