Red Stag: A Different Breed of Bourbon

Jim Beam was ready to introduce the world to the first flavored bourbon. Their newest offering called Red Stag is infused with natural black cherry flavor, making it a different breed of bourbon. So how do you get younger consumers who don't normally drink bourbon to try it? We created a friendly, iconic spokes-stag to be face of the brand offering clever quips and witty observations. This campaign helped blaze a trail for the brand and connected Red Stag with those out on the hunt for fun. This integrated campaign created a face and voice for the brand, leading to a very successful launch. Provocative work helped the brand connect with hip, young influencers. Through print, POS, music sponsorship, sampling events, promotions, digital, and social media efforts it built a buzz that made Red Stag an instant hit. In the first year, 85,000 cases were sold and that number skyrocketed to 190,000 cases the next year. The website was the hub for the brand offering drink recipes and connected to consumers with activation events. Since Red Stag is a different breed of bourbon it made sense to partner with Kid Rock who is a different kind of rock star. Since he blends hip hop, rock and country we sponsored his Call of the Wild tour, offered exclusive content, and conducted tastings at shows.