BULLEIT HIGH RYE WHISKEY
Truth
Bulleit’s high rye mash bill is what gives it its bold, distinctive character. It’s the reason whiskey drinkers choose Bulleit over the rest.
Tension
But in a category overflowing with heritage storytelling and traditional visuals, that differentiator was getting lost. We needed to highlight what made Bulleit unique while standing apart from the noise of the whiskey shelf.
Idea
We built a below-the-line campaign that put Bulleit’s liquid credentials front and center. Grounded in consumer insights that confirmed the power of our high rye story, we reimagined the brand’s visual identity with a modern, confident look inspired by its iconic assets. The result was a fresh perspective on whiskey — one that celebrated innovation in a category defined by tradition.
BULLEIT MAKES THE MEAL
Truth
Food and drink have always gone hand in hand. The right pairing can turn a simple meal into a shared experience worth savoring.
Tension
While wine has long owned the food-pairing space, whiskey was rarely part of the conversation. Bulleit saw an opportunity to challenge that convention and bring its bold, high-rye character to the table in a new way.
Idea
We created Bulleit Makes the Meal, a food and drink pairing platform that celebrated the art of connection through flavor. The campaign showcased seasonal cocktails crafted to complement chef-inspired dishes, proving that Bulleit Bourbon belongs at every table. Across social, retail, and digital, we inspired fans to elevate their gatherings and discover how Bulleit truly makes the meal.
