US-based Green River Distilling Co has released the “first advertising campaign in more than 100 years” for its namesake American whiskey brand, featuring a supernatural lead character.
The ‘Raise Your Spirits’ activation, which is fronted by the ‘ghost of Green River’, is being rolled out across streaming TV, digital video, social media and out-of-home in the US. The 15- and 30-second spots will be accompanied by a paid partnership with Colin Cowherd, the digital personality behind ‘The Herd with Colin Cowherd’, alongside digital advertisements with Major League Baseball.
Green River is now a part of Bardstown Bourbon Co, following its acquisition in 2022. Bardstown subsequently assumed control of Green River’s production facility in South Carolina and a distillery in Owensboro.
“Our industry faces new obstacles and challenges, but we’re leaning into our strong brand and products and investing in accelerating Green River’s growth,” said Green River & Bardstown Bourbon president, Pete Marino.
Earlier this month, Green River launched a Kentucky straight bourbon, which has a mash bill of 70% local corn, 21% wheat and 9% malted barley. A limited, albeit unspecified, number of bottles are on sale now through selected off-premise outlets in Kentucky.
