A small-batch bourbon that was deeply loved but hardly known, Basil Hayden needed help introducing the brand to a new audience: the Emerging Enthusiast whiskey drinker. Our concept was rooted in the positioning of Basil Hayden’s as a discovery brand. We were one of the first to partner with the hand-crafted American-maker culture that had been gaining momentum. The brand content hub, “Whiskey Among Other Things” was born. Support included social influencer content, high-touch trade engagement, advertising, and native media to make Basil Hayden’s one of the fastest-growing bourbons in the segment. The nurturing of this brand and fuel growth at over 35+% for 3+ consecutive years while the growing category average was at about 18%.
Content-focused website.
One of my favorite parts of building the Basil Hayden’s brand was managing the creative content strategy and production. This including the influencer trips, stories, building an in-house production team to create 75% of the content we published on social media and native placements.
Photo by Mark Westman
Photo by Mark Westman
Photo by Mark Westman
