Beam Suntory

Bourbon Legends Boxcar

Strategy

As the Bourbon Legends Boxcar chugged into its second year, the team and I were 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.

Role

Constructed ~75 new print assets to entertain and improve guests’ bourbon knowledge and provided consistency in the production process.

Results

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