A strategy-led exploration in which the liquid brief and story took center stage. We worked with an 8th generation distiller to create laid back bourbon drinks made with simple ingredients. The goal was to capitalize on the brand without sacrificing its authenticity—to build equity in the new product without undermining the accessibility of bourbon.

We innovated canned beverages with a global spirits brand. Together we reimagined the liquid profiles as well as the secondary branding for a new audience.

The sour mash contains the yeast that jumpstarts fermentation! Distillers have used the same yeast strains over several generations to make their whiskey.

We devised a riff on a whiskey smash using sour mash in place of lemon as it's mouth-puckering ingredient.