The premium small batch whisky, which is part of Bacardi Brown-Forman Brands, has partnered with the men’s magazine to promote the brand among its core target of 25-35 year old men.
The brands will go in search of the “Great American Cocktail” until March, with visits to bars in New York, Chicago and Seattle. The drinks brand hopes to discover what makes a classic whisky cocktail stand the test of time, what bartenders are offering right now and what makes Woodford Reserve “the perfect American cocktail component.” The campaign will be covered in four features in Esquire and on their website.
Woodford Reserve will also be working with 100 selected on-trade outlets with the bartender securing the highest return of sales on Woodford Reserve cocktails winning a weekend away in Manhattan.
Ffion Jones, brand manager at Bacardi Brown-Forman Brands, said: “The recent resurgence of classic American whiskey cocktails, inspired by series such as Mad Men and Boardwalk Empire, have resurrected the vintage glamour and sophistication of urban American culture, which is at the heart of the Woodford Reserve brand.
“We’re confident our new partnerships with Esquire and Foursquare will raise brand awareness among our target audience of 25-35 year old men and drive purchase.”