Scroll prompt Arrow

BASIL HAYDEN'S - BOURBON WITH FRIENDS

gradient_bars-50.png

Conceptualization:

40%

Implementation:

60%

BASIL HAYDEN'S FIVE STAR FRIENDSGIVING X NYC

Basil Hayden's - Bourbon with Friends

Client:

Basil Hayden's - Bourbon with Friends

Industry:

Spirits

Type:

Tour, Trade

Location:

USA

KPI:

37% sales increase in activated markets

89286-logo-wreath.png
Artboard 2.jpg
5.jpg

CHALLENGES

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

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.