Heaven Hill Brands has collaborated with professional golfers Robert MacIntyre and J.T. Poston in the latest marketing push for its Elijah Craig American whiskey.
The US spirits group has expanded on its sponsorship of the upcoming Ryder Cup later this year in New York, with the bourbon fronting the ‘Road to the Ryder Cup’ campaign. The activation will include media placements in golf publications, consumer contests and in-store displays, among “other multi-media marketing efforts”.
The initiative, which sees the brand positioned as the ‘official bourbon’ of the two golfers, will also include a speakeasy bar at Bethpage Black golf course in New York over the three days of the tournament, from 26 to 28 September.
Last year, Heaven Hill launched a marketing push for its Lunazul tequila brand on TV screens worldwide.
