Woodford Reserve

Writing the book on word-of-mouth advertising.


The Book of Bourbon

To help make Woodford Reserve Kentucky Straight Bourbon the most recommended bourbon, we needed to turn the people doing the recommending–bartenders, into brand advocates. That’s why we created the Book of Bourbon as a way to inform, entice and invite.

The first few pages of the book provided information about Woodford Reserve’s history, tasting notes, distillation process and most importantly, how to recommend it to a customer. The rest of the book’s pages were hollowed out and included an invitation to private tasting event.

The tasting events featured renowned local chefs, and of course, plenty of Woodford Reserve. As a thank you gift, attendees received a personalized flask filled with Woodford Reserve, that fit in the cut-out pages of the Book of Bourbon. Giving bartenders and influencers the experience and knowledge they needed to make firsthand recommendations and a memorable keepsake.