Bourbon

UnTypical Whiskey Needs an Untypical Ad.

Most adult beverage ads follow typical themes that are designed to appeal to a broad demographic with an occasional break out amongst them. For the most part, though, they are predictable, whether it’s beer, wine, whiskey, vodka, or the ubiquitous hard seltzer that is everywhere these days. As we ramp up to the height of the holiday season, be prepared to see more of them if you still watch live TV or use a streaming service that won’t let you skip ads.

To break free of the current trend of whiskey ads that feature some sort of woodsy man theme with barns full of barrels, and a money shot of brown liquid in a glass surrounded by an exuberant amount of atmosphere 1792 and Ariel Costa of Hornet tried a different approach. Working with BUNTIN, Costa decided to embrace the difference that sets 1792 apart focusing on a more urban, stylish, and sophisticated look. The thirty-second spot produced by Hornet features atmospheric and intriguing content as well as highly crafted animation and sound design – all designed to dramatize the premise that “An UNtypical night calls for an UNtypical whiskey”.

BUNTIN working with Hornet and Costa decided to embody that difference 1792 brings to the tables and put it at the heart of a new campaign called “UNtypical”. Launching with ‘The UNtypical Stories”, a digital and social initiative that includes paid and organic social media, online videos, retargeting, and website content.

“1792 bourbon is distinctly different,” notes BUNTIN Co-President and COO Dave Damman. “It doesn’t act like other bourbons, doesn’t taste like other bourbons, and certainly doesn’t look like other bourbons. Its unique position and packaging clearly stand out in the ever-growing bourbon category.”

For 1792, Damman says BUNTIN is developing a campaign focused on 1792’s “untypical” and differentiating factors. “1792 has more sophistication and style than other bourbons, and the bottle design and tasting notes back that up,” he says, adding that the creative will focus on the brand’s product essence through stylish visuals showing 1792 as the “key” that unlocks unexpected cosmopolitan experiences. “We want to inspire people to express their own unique style and be anything but typical.”

The new creative, which will rely heavily on video across digital media, will begin appearing in the U.S. prior to Thanksgiving, with plans to extend the campaign to markets in South Korea and China in early 2022.

This is such a nice approach for an adult beverage ad. They could have gone down a tried and true path producing a forgettable 30-second spot. This however stands out. It’s got a great look and feel and definitely appeals to an audience that is looking for a sophisticated urban vibe. It’s very much on brand point for 1792.

A Fist Full of Bourbon

As a bourbon drinker, this brand had me at the name. Scotch whisky maker William Grant is jumping into the bourbon market with new brand “Fistful of Bourbon”. To kick off the launch they teamed up with Quaker City Mercantile and Saturday Night Live director Paul Briganti, and Tool of North America to produce a tongue in cheek play on a classic spaghetti western and the results are so good.

The spot imagines two cowboys waxing poetic about the use of sunscreen, reading Gwyneth Paltrow’s blog Goop, silk pajamas and more. The writing is fun, and the two main actors set the mood. The only thing they need is a Ennio Moriccone soundtrack and some overdubbed voices on the supporting cast.

Taking full advantage of YouTube, Briganti pushes this to 2 minutes in length allowing for more absurdity. It almost seems to go a on a bit long with some sight gags in the bar scene being overplayed, but for the most part it works. At least it did for me, doing exactly what advertising is supposed to do. Hook you, hold you, keep you engaged, remember the product, and the brand.

How About Bourbon Cherry Seltzer’s for the 4th?

Nothing says patriotism like blowing things up while you consume alcoholic beverages. While beer is probably the number one choice of booze to drink on the Fourth of July, some of us might prefer something a bit different. Perhaps a Bourbon Cherry Seltzer. The recipe sounds more difficult than it is, and the results are definitely worth your time to make it.

For New Year’s, the Ritz Old Fashioned.

It’s New Year’s Eve, and that calls for cocktails. Tasty tasty cocktails made with fine spirits, and the delicate touch of a well trained mixologist. For this years New Year’s cocktail endeavor, I’ve decided to try a new take on an old standard. The Ritz Old Fashioned. This is really a basic Old Fashioned with a few extra ingredients to give it some extra snap. As always, the better the booze, the better the taste. You can substitute any of the brands here, but I’m sticking with the good stuff.

2 oz Woodford Reserve bourbon whiskey
2/3 oz Grand Marnier orange liqueur
1 tsp Luxardo maraschino liqueur
1 tsp lemon juice
1 tsp egg white
1 large sugar cube
1 dash Fee Brothers Orange bitters
1 oz soda water
2 Griottenes Brandy Infused Cherries
1 Orange slice
1 Lemon Slice
Sugar in a saucer for the glass rim.

Rim an old-fashioned glass with lemon juice and sugar.
Place a teaspoon-sized sugar cube into the glass, and saturate with Fee Brother’s Orange bitters.
Fill the glass three-quarters of the way with chipped ice. (Medium sized cubes will work)
Shake other ingredients (except soda) and strain into the glass.
Top with a small amount of soda water if desired.
Add two Griottenes Brandy Infused Cherries on a cocktail skewer, with half slices of orange and lemon.
Drink.