BASIL HAYDEN'S

Conceptualization: 50%

Implementation: 50%

BASIL HAYDEN BOURBON

IN RESIDENCE

Client: Basil Hayden's
Industry: Spirits
Type: Tour, Trade
Location: Nationwide

KPI:

In addition to the +500K in trade focused social impressions, the multi-year program was heralded as a key component of the integrated marketing plan leading a 37% growth year over year. 

CHALLENGES

Over two years, GRADIENT conceptualized, implemented and evolved the successful trade activation program in key growth markets for Basil Hayden’s. The Bourbon in Residence program needed to empower & inspire influential bartenders, through experiences that deeply instilled the brand story, to ultimately prompt Basil Hayden’s on-premise.

 

STRATEGY

GRADIENT created a full brand takeover with trade immersion activities throughout a residential space, reinforcing the brand’s unique “hospitality lifestyle” positioning. From the invitations, to the entry and the decor, every aspect of the experiences felt as though you were within a home. In the second year, our trade guests became “the host” as their friends joined the experience later in the evening.  Guests enjoyed backyard games, specially curated cocktails to fit the locale, a southern-inspired portrait studio, and live music.

  • White Instagram Icon
  • White Vimeo Icon
  • White Facebook Icon
  • White LinkedIn Icon

Sign-up for the GRADIENT Newsletter

HQ - New York

150 West 28th St.

Second Floor

New York, NY 10001

Los Angeles

1800 Vine Street

Los Angeles, CA, 90028

Miami

1200 Drexel Avenue,

Miami Beach, FL, 33139

Hamptons

6 Maunakea Street,
Sag Harbor, NY, 11963

Info@wearegradient.com

212.997.9742

Copyright © 2020 Gradient Experiential. All rights reserved.