Headache:
How do you create strong brand awareness of Woodford Reserve as an ultra-premium spirit in a crowded bourbon market? The Kentucky Derby is saturated with sponsors, and mint juleps are already the official drink—so how do you stand out when everyone's doing the same thing?
wow moment:
Create buzz and demand during the Kentucky Derby by making the mint julep so exclusive, so aspirational, that it becomes the story. Don't just sponsor the Derby—own the conversation around luxury, craftsmanship, and once-in-a-lifetime experiences.
execution:
Launched The $1000 Mint Julep experience—an ultra-premium package that turned a simple cocktail into a status symbol: One-of-a-kind sterling silver cup (yours to keep). One-of-a-kind limited edition bottle of Woodford Reserve Kentucky Derby version.Access to the high-end Woodford Reserve experience at the Kentucky Derby. Social media recognition for supporting equine charity with purchase. Made the price point part of the prestige—you're not just buying a drink, you're buying into exclusivity.
activation:
Created newsworthy buzz that transcended the Derby itself, generating 100 million organic impressions as media outlets covered the audacious cocktail and social media lit up with aspirational envy.
here's the skinny:
Create elitism to drive brand awareness.
