Suntory Global Spirits has penned a partnership with fashion brand Rowing Blazers for its Basil Hayden American whiskey.
The tie-up for the bourbon brand will include “collaborative content, experiences and limited-edition drops”, Suntory Global Spirits said yesterday (24 September). Content will roll out across Basil Hayden’s social media channels during “the fall and holiday season”.
A teaser video (below) was shared on the pair’s Instagram pages earlier this week.
Suntory Global Spirits’ VP of American whiskey, Regan Clarke, said: “As ‘the bourbon born to surprise’, Basil Hayden is known for adding a twist to the familiar, so partnering with Rowing Blazers, known for their distinct way of taking something classic and making it feel fresh and unexpected, immediately felt aligned.
“There’s a natural connection between spirits and style, and this partnership brings our shared perspective on cool classics to life in a way that feels true to both brands.”
As part of the arrangement, the companies have put their names to a signature serve, ‘Bourbon & Blazers’, which is garnished with a blueberry “as a nod to Rowing Blazers’ signature navy hue”.
Earlier this month, Suntory Global Spirits released details of the inaugural marketing campaign for its Haku Vodka mark and hired the brand’s first global ambassador: Japanese musician & actor Rina Sawayama.
