Basil Hayden’s

The Introduction

We set out to introduce Basil Hayden’s, a bourbon with high credibility but no brand awareness, to an unexpected audience: non-bourbon drinkers. With a special taste perfect for all palates and already-iconic packaging, our story centered on the true American craftsmanship behind every bottle made.

Through a multi-year integrated plan which included high-touch trade engagement, a social media content ecosystem and our blog-style brand site, Whiskey Among Other Things, consumers authentically connected with the brand as it celebrated those things in life as carefully crafted and cared for as our very own bourbon.

Thanks to this unique proposition and consistent vision, in 2017, Basil Hayden’s continues to be one of the fastest-growing, and most beloved, bourbon brands in the category.