LOUISVILLE, Ky., Sept. 16,
2024 /PRNewswire/ -- Bulleit Frontier Whiskey is
announcing the launch of its new US brand campaign, "We Aren't
Made To Be Still". The campaign draws from the same spirit of
relentless experimentation that created its expectation-defying
flagship bourbon and continues to drive the brand's commitment to
pushing the frontiers of what American whiskey can be.
"We Aren't Made To Be Still" will act as both a beacon
and a call to action for anyone who resonates with the 'Frontier
mindset'- the restless energy that continually drives Bulleit to
challenge the status quo through constant experimentation.
The first chapter of the campaign unfolds through a series of
15-second vignettes that use the recurring motif of restlessness,
movement, and vibration to convey the message that 'We Aren't
Made To Be Still.' Each advert draws a vivid parallel between
the dynamic motion of our liquid and the restless energy of those
who enjoy it. Through the device of motion, the campaign captures
the essence of Bulleit whiskey and its audience, showing how the
liquid sparks the stories of individuals driven by the same
frontier spirit. The films will roll out on television,
over-the-top media, online video, and social media. The creative
was developed by Anomaly with PHD handling media strategy and
implementation.
Along with the films, the campaign comes to life through
partnerships with aligned brands, media and talent, digital ads,
out-of-home, social content, and experiential executions. One of
the first activations under the "We Aren't Made to Be Still"
platform will spotlight and elevate the efforts of individuals
pushing the frontiers of food culture.
Jesse Damashek, Senior Vice
President of Diageo's Whiskey Portfolio said, "'We Aren't Made
To Be Still' captures the restless energy that has driven the
Bulleit brand from the beginning as the definitive Frontier
Whiskey. This drive to defy conventions led us to innovate with our
high-rye mashbill bourbon, and also establish Bulleit as a leader
in the modern Rye whiskey category with the launch of our flagship
Rye in 2011. This same spirit continues to inspire us as we explore
new ways to push the boundaries of whiskey and lead innovation
across emerging whiskey styles like our recent introduction of
Bulleit American Single Malt."
"With this campaign, we are connecting with everyone who is
driven by the frontier spirit and refuses to stay still and accept
the way things are. 'We Aren't Made To Be Still' is for anyone
confident in the belief that better is possible, and bold enough to
make change happen."
A commitment to experimentation and innovation
The launch of We Aren't Made To Be Still follows a
milestone year of innovation for Bulleit, marked by the release of
Bulleit American Single Malt, Rye 12 Year Old, and Batch 8 of its
Barrel Strength Bourbon: three expressions that showcase its
restlessness and commitment to leading at the frontier of whiskey
through experimentation with aging, finishing, and flavor
nuances.
The Bulleit American Single Malt bottle is created from
predominantly post-consumer recycled glass, further demonstrating
the brand's dedication to protecting and replenishing natural
resources that go into making and producing its whiskeys.
Bulleit's dedication to sustainability began In 2017 when it
opened a state-of-the-art distillery in Shelbyville, KY. It was designed with a focus
on sustainable practices, including natural habitat protection,
water conservation, and local ingredient sourcing. The bar at the
distillery's visitor experience is free from single-use plastics,
and sources cocktail garnishes grown in the on-site garden.
In 2021, Bulleit began production at Diageo's first
carbon-neutral distillery, located in Lebanon, KY. Designed with sustainability at
its core, the distillery operates using 100% renewable energy and
is built to ensure that fossil fuels are not used during
production.
Bulleit has long been known for defying expectations through
experimentation. Through its Frontier Works platform in 2018,
Bulleit brought together architectural designers, 3D printers, and
artists with the world of bartending to create a jaw-dropping
experience featuring 3D printed cocktails and light bites all
served from the world's largest 3D printed bar. Looking ahead,
Bulleit will continue to push the boundaries across consumer
experiences with groundbreaking and innovative concepts.
About Bulleit Frontier Whiskey
Bulleit, founded in
1987, is one of the fastest-growing whiskeys in America. The brand
attributes that growth to bartenders and cultural partners who have
adopted it as their own. The Bulleit Frontier Whiskey portfolio is
distilled and aged in the Bulleit family tradition, using a
distinctive high rye recipe, which gives them a bold, spicy, yet
distinctively smooth taste. The award-winning Kentucky whiskey most recently won a Double
Gold medal for Bulleit 10-Year Old and Gold Medals for Bulleit
Bourbon and Bulleit Rye at the 2021 San Francisco World Spirits
Competition. In 2017, Bulleit celebrated its 30th anniversary with
the opening of a new, state-of-the-art distillery located in
Shelbyville, KY. Constructed with
a focus on sustainable practices including natural habitat
protection, water conservation and local ingredient sourcing. In
2019, a Visitor's Centre at the Bulleit Distilling Co. in
Shelbyville opened to share our
modern, technological, and sustainable approach to making great
whiskey. In 2021, Diageo opened its first carbon-neutral whiskey
distillery in Lebanon, KY with
Bulleit being the first and leading brand being produced at the
site. supplementing existing production at the Bulleit Distilling
Co. For more information, visit www.bulleit.com or follow @Bulleit
on Instagram.
About Diageo
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.
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SOURCE Bulleit Frontier Whiskey
