Blade and Bow is a Kentucky based Bourbon Distiller. We tell their story.
Diageo-owned Blade and Bow Bourbon Whiskey selected Golden Word to represent their brand following partnerships with Ledbury and Bulleit Bourbon. Leveraging our deep understanding of their cultural community, we effectively amplified Blade and Bow’s brand positioning across media and influencers.
How do we carve out a distinctive identity for Blade and Bow in the fiercely competitive premium whiskey market? With a landscape crowded by well-established brands, the task was to not only enhance their visibility but also to capture the hearts of both traditional whiskey connoisseurs and a more diverse, culturally rich audience.
Implement a carefully crafted, multifaceted branding and promotion strategy that emphasizes securing press coverage with big headlines, creating immersive in-person experiences, establishing creative visual direction, and launching trial-inducing campaigns.
We were thrilled to land stories with big headlines that doubled as major bragging rights and sales angles for Blade and Bow. This level of thrid-party endorsement can’t be bought – and has to be earned. Our relationships and the quality of the liquid came together to secure these placements.
For a brand proudly rooted in hospitality, hosting people in-person is incredibly important. We supported media trips to Louisville, KY, the distillery’s annual A Stitzel-Weller Affair and even Charleston rooftop happy hours for media and influencers, immersing them in the brand lifestyle.
Between our PR and social media roles, we curated photo and video to help Blade and Bow express itself in our increasingly visual culture. We set shot lists, coordinated with photographers and videographers, creative directed shoots and ultimately delivered assets to build out an asset library serving web, paid media, press and social media needs.
“Golden Word has been a true partner over the past two years with Blade and Bow. Their communications acumen has helped us get further embedded with our cultural community. Their efforts across traditional PR, influencer relations, plus step-changing our social media presence have driven awareness, recruitment and made us a part of valuable cultural conversations. They take it personally and work their damndest to deliver for their clients.”
Jeff Parrott
BLADE AND BOW BRAND CULTIVATOR
To keep content fresh and boost engagement, we concepted multiple creative campaigns:
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