With so many brands to choose from, it’s a wonderfully confusing time for whiskey shoppers. Brown Forman’s American whiskey brands had a mix of history, facts, and lore that authenticity-seeking consumers craved, which we highlighted with a “luxury infographic” approach that positioned Brown Forman’s premium American whiskeys as the paradigm of substance crafted with style.
For Europe, the first word in luxury spirits is Scotch. Woodford Reserve wanted to challenge that regional thinking by bringing its American bourbon into the conversation. Leading with an elevated modern, confident exuberance—qualities that were often used as pejoratives for American whiskey in the past—we created a bold contrast to the increasingly staid, conservative appearance of Scotch.
