In the brand's first major marketing push
since joining DIAGEO in 2022, the award-winning Texas distillery highlights its unique
whisky-making approach in new campaign
WACO,
Texas, April 15, 2024 /PRNewswire/ -- Today
Balcones Distilling unveils its new campaign, titled "Whisky from a
New Perspective", inspired by the distillery team's artistic and
fresh approach to whisky-making.
Based in Waco, Texas, the
Balcones distillery is forged on a
fault line where two opposing land masses meet, fueling an energy
and creative heat that drives a continuous journey of
experimentation and innovation for Balcones.
Led by a distilling team that has backgrounds in art, music,
writing, and a head distiller who is a master in both whisky and
ceramics, Balcones credits the
brand's success to keeping creativity at its core, along with the
ability to tune into the natural world around them, to create
original, expressive whiskies that reflect the volatile climate of
Texas.
Launching April 15, 2024, in
Texas, California, Colorado, New
York, Florida and
Illinois, the digital-first
campaign is a testament to DIAGEO'S belief in the future of
Balcones and its leadership in the
burgeoning category of American Single Malt Whisky.
"In a world where people often wait for trends and culture to
influence them, the Balcones team
invites us to see creative possibilities where others don't," said
Frank Dudley, brand director of
Disruptive Whiskies at DIAGEO North America. "They listen to the
rhythm of Texas, they're diligent
about every detail, and they don't let external trends control
them. This approach has made Balcones a pioneer in the Texas whisky revolution and a leader in the
American Single Malt category."
The campaign creative highlights the unique process Balcones uses to make their whisky, including
custom copper pot stills and custom barrels, and illustrates how
its distilling team views whisky-making in the heart of
Texas.
"The purpose of this new campaign is to introduce Balcones whiskies to even more consumers and
show them what sets Balcones apart
in the whisky space, especially in the booming American Single Malt
category," said Dudley.
Made in partnership with creative agency Sidecar, the campaign
features digital and social advertising, as well as organic social
content, and will be supplemented with PR and experiential
activations.
"Balcones sees whisky, and so
much more, from a new perspective," said Liz Klesath, managing partner at Sidecar. "It's
rare to see a distillery based in Texas making single malts, so we opted for an
artful campaign to highlight the creativity taking place in the
often-misconceived Waco, Texas.
The 'Whisky from a New Perspective' campaign kicks off the newest
chapter for Balcones—showcasing their continued innovative approach
to making whisky."
To learn more about Balcones,
visit BalconesDistilling.com.
About Balcones Distilling
Balcones
Distilling pioneered a new landscape for whisky by combining
centuries of single malt distilling tradition with the unique
flavors of Texas. Synonymous with
quality and innovation, Balcones Distilling is an award-winning
distillery that is changing the state of whisky through its
high-quality ingredients and unique processes to create layers of
flavor in every expression.
Creator of the original Texas whisky, Balcones Distilling distills all
of its beloved spirits inside the historic Texas Fireproof Storage
Company building in downtown Waco.
Guests can visit the distillery for tours, tastings and events to
discover the new state of whisky with Balcones. Visit BalconesDistilling.com for
more information.
About Diageo North America
Diageo is a
global leader in beverage alcohol with an outstanding collection of
brands including Johnnie Walker,
Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and
Ketel One vodkas, Casamigos, DeLeon and Don
Julio tequilas, Captain Morgan, Baileys, Tanqueray and
Guinness.
Diageo is listed on both the New York Stock Exchange (NYSE:
DEO) and the London Stock Exchange (LSE: DGE) and their products
are sold in more than 180 countries around the world. For more
information about Diageo, their people, brands, and performance,
visit www.diageo.com. Visit Diageo's global responsible
drinking resource, www.DRINKiQ.com, for information,
initiatives, and ways to share best practice. Follow on Twitter and
Instagram for news and information about Diageo North America:
@Diageo_NA.
About Sidecar
Sidecar is an independent,
award-winning creative agency specializing in the drinks industry.
Headquartered in New York with a
network from London to LA, Sidecar
stays on the pulse of global drinks culture to craft strategic
brand stories and transform them into creative that cuts through.
By building dynamic visual identities, engaging experiences, and
fully integrated campaigns, Sidecar is on a mission to turn heads
and fill glasses for some of the world's best drinks
brands.
The drinks industry demands a specialist approach. At
Sidecar, drinks are all we do. Learn more at SidecarDrinks.com and
@sidecar.drinks.
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SOURCE Balcones Distilling