BASIL HAYDEN'S

BOURBON WITH FRIENDS

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

KPI:

37% sales increase in activated markets

CHALLENGES

GRADIENT was tasked with strategizing a new trade experience within the integrated “Sipping Companions” campaign to ultimately boost sales in five target markets.

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STRATEGY

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.