New Creative Direction for Basil Hayden “Challenges the Conventional Stereotype of Whiskey as Dark, Brooding and Complex.”
Basil Hayden has announced the debut of a new creative campaign titled “The One With the Belt.” The campaign highlights Basil Hayden’s copper and silver belt packaging and aims to expand perceptions of what bourbon can be.
Challenging Bourbon Traditions
The campaign features what the brand calls “non-bourbon occasions”, encouraging consumers to see the whiskey as approachable and versatile. “The One With the Belt” emphasizes Basil Hayden’s lighter flavor profile and showcases its use in vibrant cocktails and joyful gatherings. The campaign invites new consumers to enjoy a bright, approachable whiskey that “challenges the conventional stereotype of whiskey as dark, brooding and complex.” The goal is to position the brand as “a catalyst for unexpected joy in everyday moments.”
Honoring Booker Noe’s Vision
“With this new campaign, we are re-introducing Basil Hayden as the bourbon that is constantly challenging category preconceptions as the provocateur of the category,” said Regan Clarke, U.S. vice president of American Whiskey at Suntory Global Spirits. Clarke added, “When Booker Noe first created Basil Hayden, his mission was to expand consumers’ minds by making a lighter and brighter bourbon and with the debut of ‘The One With the Belt,’ we continue to honor his vision.”
Campaign Elements
The campaign captures Basil Hayden’s identity as “the bourbon born to surprise.” Filmed during golden hour, the piece presents a bright and joyful visual identity while featuring the brand’s signature cocktail, the Basil Hayden 75, a twist on the French 75. Music for the campaign includes an upbeat remix of Beethoven’s “Für Elise,” designed to mirror the brand’s unexpected take on the traditional.
Developed in Partnership
Created in collaboration with Pereira O’Dell, the campaign will roll out across TV, online video/OTT, social media, and digital platforms beginning September 25, 2025. Additional details and brand information are available at BasilHaydenBourbon.com and on Instagram and Facebook @BasilHayden.
About Basil Hayden
First crafted in 1992 by Seventh Generation Master Distiller Booker Noe, Basil Hayden introduced a more subtle side of bourbon through its high-rye mash bill and approachable flavor profile. The brand has since expanded with expressions including Toast, Dark Rye, Malted Rye, and the 10-Year Old release, which demonstrates a gracefully aged whiskey experience without sacrificing smoothness.
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