To help make Woodford Reserve Kentucky Straight Bourbon the bourbon to recommend, we set out to influence the influencers. So we created a grassroots program to engage bartenders. In key markets we organized private tasting parties with renowned local chefs and invited bartenders to join us for a special evening. The Book of Bourbon was created to incent them, inform them, and inspire them to become a bourbon connoisseur. We even gave them a taste of our premium Kentucky bourbon hidden within the pages of the book. Tell me more about this project.
Design, Packaging, Direct Mail, Collateral
Consumer Packaged Goods