← work | Buffalo Trace | Spirits

what if tradition was just the beginning?

business problem

Buffalo Trace Distillery had a great story—more than 200 years’ worth. But with its product lines on allocation and a crowded, ever-changing bourbon category, the brand needed to stay relevant and top of mind. The challenge: How do you stand out when everyone has a bourbon story to tell?

human truth

Bourbon lovers respect tradition. But they also appreciate the people who challenge it. Our consumer research showed that bourbon enthusiasts valued Buffalo Trace for its independence, pioneering spirit, leadership and history. That led us to a simple realization: the Buffalo Trace Distillery’s greatest tradition might actually be not being afraid to change things.

bch strategy

Leadership is in the DNA of Buffalo Trace. For generations, the distillery has pushed bourbon-making forward while staying true to the traditions and craftsmanship that define the category. But leadership and innovation don’t just happen. They start with curiosity—with challenging the status quo and having the courage to ask, “What if?” That became the creative thread for our brand-anthem video. We brought Buffalo Trace’s history of innovation to life by showing how that simple question has helped shape the distillery for more than 200 years. Because every breakthrough starts with someone willing to ask, “What if?” And because Buffalo Trace Distillery is home to roughly 20 other brands, the work was designed to represent the entire family—not just Buffalo Trace Bourbon.

results

The resulting video aired nationally during Yellowstone, one of the country’s most popular television shows. And the work earned Gold at the American Advertising Federation U.S. Regionals.