Basil Hayden’s Five Star Friendsgiving x NYC
BOURBON WITH FRIENDS
Client: Basil Hayden's
Type: Trade, Tour
37% sales increase in activated markets
GRADIENT was tasked with strategizing a new trade experience within the integrated “Sipping Companions” campaign to ultimately boost sales in five target markets.
Within the Integrated Marketing team, we developed the “Bourbon Among Friends” platform: where “Hospitality meets craftsmanship through the lens of Basil Hayden’s.” This concept brought to life the spirit of generous hosting designed to encourage bartenders to recommend Basil Hayden’s as a bourbon made for sharing. Each event was highly localized, hosted by a local influencer and centered around a local maker who shared a unique item created to better share Basil Hayden’s. Modular event assets and decor were created to maximize budgets and create a visual baseline across the event series.