The Kentucky Bourbon Trail capped off a rebrand and creative campaign launch by hosting a global, 24-hour-long bourbon toast on YouTube.
To make it happen, the trail’s lead creative agency (Lewis) pulled an all-nighter – manning a 24-hour livestream that included special guests from around the globe as they joined to toast to the universal joys of KY bourbon, on the hour, every hour.
We’d love for you to consider covering the event and the new campaign. Details on both below, and I’m sure someone from Lewis and the Kentucky Distillers Association (who oversees the Trail) would both be available to interview if you were interested.
ABOUT THE GLOBAL BOURBON TOAST
Notable participants:
- Bourbon influencers/groups: Bourbon Lens (Bourbon podcasters), Nadia Jackson (@agirltastingwhiskey with ~68K followers), Whiskey Hunt Australia (@whiskey_hunt_australia), Steve Berman (@bermansbourbon), Bourbon Brotherhood (@bourbonbrotherhoodky), The Bourbon Life (@the_bourbon_life)
- Distilleries: Heaven Hill, Four Roses Bourbon, Woodford Reserve, Old Forester, Brown Forman, Angel’s Envy, Castle & Key, Kentucky Peerless (recently named World’s Best Bourbon by International Wine & Spirit Competition), Jeptha Creed
- Chef Art Smith (celebrity chef)
- Maria Montgomery (former Miss KY, FanDuel TV host)
- Eric Gregory, President of KDA with
- Mayor Linda Gorton (Lexington) & Mary Quinn Ramer, President of Visit Lex, who did a zoom call with their sister cities in Japan, England, France and Ireland to do a toast
ABOUT THE NEW CAMPAIGN:
The Kentucky Bourbon Trail (the organizational group that includes many of the biggest bourbon distillers in the world) is celebrating its 25th anniversary by rolling out a new campaign (two spots + print/OOH), and a brand new brand ID and website.
The work is focused on a proud and loud approach to the unique qualities of Kentucky and its Bourbon, introducing a completely rethought approach to how distillers are looking to attract visitors and position the trail in the market.
