BASIL HAYDEN'S

Conceptualization: 50%

Implementation: 50%

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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.

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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.