Recent News

Heaven Hill Turns a Spelling Spat Into a Global Marketing Moment for Elijah Craig There are few arguments in the spirits world more reliably guaranteed to ignite a bar-room debate than the spelling of the drink in the glass. Whiskey or whisky? With an "e" or without? Depending on which side of the

Detroit's Boldest Bourbon Is Coming for the Whiskey-Averse — and It Has a Strategy to Back It Up There is a specific kind of skeptic that every bourbon brand eventually has to reckon with. He's not hostile. He's not uninformed. He just tried whiskey once — maybe at a college party, maybe at a dive

Crown Royal's "Bring It" Campaign Puts a Niagara Country Artist at the Center of a Major Whisky Push When Crown Royal decides to launch a new brand platform, it goes big. The Diageo-owned Canadian whisky giant did exactly that this summer, unveiling "Bring It" — a sweeping national campaign built

Maker's Mark Is Going "Perfectly Unreasonable" — and the Bourbon World Is Watching When a spirits brand drops a major global campaign in the middle of an industry-wide hangover, it either looks tone-deaf or brilliantly defiant. Maker's Mark is betting everything on the latter. In February 2025, th

For most whisky drinkers, a bottle is just a bottle. But the people behind Hibiki have spent decades arguing otherwise — and now they're making that case to the entire world. Suntory, the founding house of Japanese whisky, has launched what it calls Hibiki's first-ever global campaign. Titled "

The Spirit Forward Campaign Reminds Us That Bourbon, Rye, and the American Story Were Always the Same Story Before there was a Declaration of Independence, before there was a Constitution, before there was even a president, there were distilleries. And there were taverns. And in those taverns, men

Jim Beam is stepping into the biggest sporting moment North America has seen in decades with a campaign that skips the stadium and heads straight to the backyard. The Kentucky bourbon brand, serving as the Official Spirits Partner of the U.S. Soccer Federation, launched "Home Field Advantage" on Ap

Four Roses Bourbon is kicking off a fresh chapter. The iconic Kentucky distillery, now under the ownership of E&J Gallo Winery following its acquisition from Japanese beverage giant Kirin Holdings last month, has launched its first major marketing campaign under new management. Called Meet Me

Football season has a way of pulling at your heartstrings, especially when your team's dreams crash and burn before the playoffs even heat up. But what if that bitter defeat could flip into something liberating? That's the fresh angle Jim Beam is pushing with its new "Refresh Your Season" campaign

In the world of fine spirits, where dusty oak barrels and time-honored recipes often steal the spotlight, Jefferson's Bourbon has always marched to a different drumbeat. This isn't your grandfather's straight-from-the-rack whiskey—it's a drink born from the old ways but unafraid to shake things up,