HOW TO GET A CRAFTY BOURBON TALKED ABOUT
We had a craft bourbon that needed to be elevated, to do this our PR / Experiential idea had to tap into the human truth behind how this top-shelf bourbon was actually made.
Behind Russell’s Reserve are Father & Son Master Distillers Jimmy & Eddie Russell. They share a special bond of making their fine bourbon by hand.
But to make that resonate with Aussies as a PR-able story, we tapped into a local fact. Due to Sydney’s urban sprawl, the Aussie quarter block has been disappearing for decades, and so too has Dad’s work shed, the place where he would traditionally teach his sons or daughters how to make things by hand.
So – inspired by the Russell’s partnership – we set out to strengthen the bond between all fathers & sons and all Aussies by reigniting the dying art of crafting something by hand.
Our Idea – To build a Russell’s Reserve Craft Shed in the heart of the city, where the backyard tool shed had all but disappeared.
It was a place where people could learn the joy of making their own leather wallets, swizzle sticks, bourbon boxes, and leather belts by hand. They also tasted a top-shelf craft bourbon while connecting with the Russells’ story and learned the precious art of handcrafting a genuine article.
