In a world filled with dreamers who talk a big game, Bulleit Frontier Whiskey stands apart by celebrating those who roll up their sleeves and make things happen. Launched in June 2025, the “Doing Over Dreaming” campaign is a tribute to the relentless creators, the folks who take a fleeting idea sparked over a drink and turn it into something tangible. This isn’t just about whiskey—it’s about honoring the grit, hustle, and bold spirit of those who don’t just talk about their plans but get them done.
Bulleit’s campaign, developed in partnership with creative agency Anomaly, is a full-throttle celebration of action-oriented individuals. It’s rooted in the brand’s own history of turning bold ideas into reality. Back in 1987, Bulleit broke the mold of traditional corn-heavy bourbons with its high-rye mash bill, creating a whiskey with a spicy, bold character and a surprisingly smooth finish. This wasn’t just a new recipe—it was a statement that Bulleit wasn’t afraid to challenge the status quo. Years later, when bartenders clamored for a rye whiskey, Bulleit listened and delivered its top-selling Bulleit Rye, crafted with 95% rye content at the request of the bartending community. This legacy of listening, innovating, and acting runs deep in the brand’s DNA, and the “Doing Over Dreaming” campaign brings that ethos to life.
Image credit: Bulleit
The campaign hit the ground running in June 2025, spreading across major U.S. cities like Los Angeles, New York, San Francisco, Chicago, Tampa, and Atlanta. You can’t miss it—whether it’s a bold bus wrap cruising through Manhattan, a train exterior decked out in Bulleit’s signature orange and black, or a massive digital billboard lighting up a city skyline. The visuals are unmistakable: the iconic Bulleit bottle takes center stage, set against a vibrant orange backdrop with thick, no-nonsense black typography. Phrases like “No Rest for the Restless,” “Smooth and Full of Grit,” and “Y’ALL” capture the campaign’s raw, unapologetic energy. It’s not about fancy tasting notes or overblown promises—it’s about real, roll-up-your-sleeves vibes that resonate with those who value action over idle chatter.
The campaign’s creative suite includes four 15-second video spots and striking photography that showcase both Bulleit Bourbon and Bulleit Rye. These aren’t just ads; they’re a reflection of the brand’s entire portfolio, from its classic high-rye bourbon to its innovative limited releases. Each piece of content pulses with the same restless energy that drives Bulleit’s whiskey-making process. Whether it’s a quick clip on Instagram or a cinematic ad in theaters, the message is clear: talk is cheap, and Bulleit is for those who do.
Image credit: Bulleit
But Bulleit isn’t stopping at billboards and TV spots. The brand is diving deeper into culture with a collaboration that’s as bold as its whiskey. Partnering with First We Feast, a media platform known for blending food, drinks, and pop culture, and Sean Evans, the host of the wildly popular Hot Ones, Bulleit is launching a three-episode content series called One More Round. Set to debut in Fall 2025, the series will feature Evans interviewing three influential figures who embody the “Doing Over Dreaming” ethos. With his sharp curiosity and knack for asking unexpected questions, Evans will dig into how these cultural trailblazers turn their ambitions into reality, mirroring the same relentless drive that fuels Bulleit’s whiskey. The episodes will roll out across First We Feast’s website and social channels, bringing Bulleit’s message to a wider, engaged audience.
This collaboration is a natural fit for Bulleit, a brand that thrives at the intersection of hustle and heritage. First We Feast, founded in 2012, has built a massive following with its flagship series Hot Ones and other shows like Burger Bucket List and Tacos Con Todo. With 14 million subscribers and over 3 billion views, the platform’s influence is undeniable. By teaming up with First We Feast and Evans, Bulleit is tapping into a cultural nerve, reaching folks who appreciate authenticity and bold flavors—whether in their food, their drinks, or their approach to life.
Image credit: Bulleit
The “Doing Over Dreaming” campaign also reflects Bulleit’s long-standing commitment to the bartending community. The brand’s state-of-the-art distillery in Shelbyville, Kentucky, opened in 2017, is a testament to its dedication to craft and innovation. A key stop on the Bourbon Trail, the distillery embodies Bulleit’s forward-thinking approach, with sustainable practices like water conservation and local ingredient sourcing. It’s here that Bulleit turns ideas into reality, just like the bartenders who inspired Bulleit Rye. The campaign celebrates these creators behind the bar, the ones who dream up new cocktails and push the boundaries of what whiskey can be.
Bulleit’s history is one of restless creation. Since its founding in 1987, the brand has grown into one of America’s fastest-growing whiskeys, thanks in large part to bartenders and cultural partners who’ve embraced its bold spirit. The high-rye mash bill that defines Bulleit Bourbon set it apart from the start, earning it a reputation for its spicy yet smooth profile. Bulleit Rye, born from bartender demand, took things further with its 95% rye content, proving that the brand listens to those on the front lines of the industry. This commitment to action over talk has earned Bulleit accolades, including a Gold medal for Bulleit Bourbon and a Double Gold for Bulleit Rye at the 2024 Tag Spirits Awards.
The “Doing Over Dreaming” campaign isn’t just a marketing push—it’s a mindset. It’s for the guy who jots down a business idea on a bar napkin and actually follows through. It’s for the craftsman who spends late nights in the garage perfecting his work. It’s for anyone who believes that big ideas don’t mean much unless you put in the work to make them real. Bulleit’s campaign captures that spark of inspiration that happens over a glass of whiskey, when a casual conversation turns into a plan, and a plan turns into action.
For those who want to experience Bulleit’s bold flavors, the full lineup—including core whiskies and limited-time innovations—is available at retailers like TheBar.com, ReserveBar, UberEats, and Doordash. The brand encourages responsible sipping, recommending a glass of water alongside its whiskey to enhance the experience. For more details on the campaign, the distillery, or the whiskey itself, check out Bulleit’s website at www.bulleit.com or follow along on Instagram at @bulleit.
As Bulleit continues to push the frontiers of whiskey, the “Doing Over Dreaming” campaign is a reminder that the brand isn’t just about what’s in the bottle—it’s about the people who pour it, the ideas they spark, and the legacy they build. In a world full of talkers, Bulleit raises a glass to the doers.
