Tennessee’s Ole Smoky Distillery is leveraging its partnership with private investment company Patricof Co for a social media activation fronted by some of its professional athlete investors.
‘Mixin’ It Up’ will comprise videos featuring the likes of retired American football players Beau Allen and Jason McCourty as well as current ice hockey player Anders Lee. The spots, which will run on Ole Smoky’s Instagram account in the coming days, see the athletes making cocktails featuring the namesake moonshine and American whiskey brand.
The most viewed clip will win an unspecified financial donation from the company to a charitable organisation of the winning athlete’s choice.
Among Patricof’s clients to hold a stake in Ole Smoky – as well as the aforementioned athletes – are baseball’s Trea Turner, basketball player Kemba Walker and American footballer Sam Hubbard.
Last month, Ole Smoky acquired the Tanteo Tequila brand owner of the same name for an undisclosed sum.
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