Thirst Shots: Bourbon

Category expertise is essential, but so is welcoming unconventional partners. Other sectors have engaged visionaries, such as Polaroid and Lady Gaga, to unlock cultural relevance and revolutionary ideas. Bourbon has a similar opportunity. Partnering with those who align with your ethos instead of your category introduces new perspectives that propel brands.

Bourbon’s clichéd Americana-inspired designs transport consumers to a singular time and place. Now, bourbon brands can look to others who have broken free from their heritage’s shackles to create an ownable world. For instance, Veuve’s bold designs and activations have shaped a distinctive solaire state of mind.

By contributing to communities with a shared history, ethos or values, brands can earn unique cultural currency – currency that engages a niche consumer base to help further transcend the bourbon bubble. Take Hennessy x NBA whose shared celebration of building upon tradition — “the season that never ends.” — has placed them in a unique world within cognac.

Most of us know what bourbon tastes like. Instead, why not ask yourself what your bourbon sounds like? What it feels like? What it looks like? Multi-sensory experiences aren’t just novel — they evoke memories, sensations, and feelings, making every current and future consumer touchpoint an emotional one.

Bourbon has exhausted written tales of provenance and process. It’s time to reconsider the stories we tell and how we tell them. Take Ruinart & David Shrigley whose “Unconventional Bubbles” immersive exhibits and digital experiences welcome consumers into the maison’s unique world of wine with whimsy.

Bourbon tourism has largely been limited to distilleries and tasting rooms, but we know consumers are looking for engaging experiences and theater. Johnnie Walker’s Princes Street home offers shopping, dining, performances, and more. How might you leverage your brand’s “reasons to believe” to ensure that your home is unmissable?

Bourbon is largely associated with outdated rituals like the fireside cigar. Introducing experiences that inject a bit of play into the category is a way to show younger consumers that bourbon doesn’t have to be so serious. For instance, Johnnie Walker has added a touch of super-lux levity to scotch rituals by introducing the “caviar bump” with their Elusive Umami edition.

As consumers become more discerning and embrace global cuisines, they’re seeking good-for-you flavors that feel welcoming and warm: miso, chamomile, matcha. Leveraging these flavors wouldn’t only appeal to consumers’ evolving tastes, but would challenge the notorious bourbon burn, inviting younger consumers into the mix.

The on-premise presents opportunities to expand consumers’ perceptions of bourbon by allowing them to experience the spirit’s versatility firsthand. Signature cocktails or events like the Chivas Masters, which invite consumers to vote on mixologists’ works, are a creative, engaging way to challenge what consumers think they know about bourbon.