Knob Creek was the originator of the premium small-batch bourbon, but it wasn't getting any credit.
We decided to feature the father of small batch bourbon, Master Distiller Booker Noe, telling bourbon drinkers how it is. His take-no-mess attitude was perfect for the brand and his quotable phrases, or "Bookerisms", were used widely across all our marketing touchpoints.
Original Brothers of Bourbon
We created ‘The Original Brothers of Bourbon’, a loyalty program that offered fans access to exclusive events, bourbon education, and more. We developed a series of "Mixology" videos that suggested a few simple recipes for enjoying our big, full flavor the way Booker intended. Additionally, we created accompanying letterpressed coasters to act as a welcome gift for anyone that joined.