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Beam Suntory

Bourbon Legends Boxcar


As the Bourbon Legends Boxcar chugged into its second year, the team was tasked with conceptualizing and executing an improved experience, offering a true immersion into the company’s unique Bourbon brands, improving flow, content integration, share-ability and an efficient bar & bites strategy. More specifically, to improve guests’ bourbon knowledge by focusing on the details that allow guests to be immersed, educated, and entertained by the story of bourbon and through the distinct personalities of the four #BourbonLegends, Jim Beam, Basil Hayden’s, Maker’s Mark, and Knob Creek.


Constructed ~75 print designs including branded assets, menus, and signage.


Bourbon Legends Boxcar saw a 30% increase in attendance vs 2018 average and stellar guest sentiments.


Photos and videos of events were not shot or edited by Arianna.

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