New Bulleit Campaign is Rooted in Restless Creation
Since the launch of Bulleit Bourbon in 1987, the brand has emphasized innovation with its high-rye mash bill. Bulleit Rye was later developed in collaboration with bartenders who sought a bold rye-forward whiskey. The company states, “We put their dreams into action and created our 95% Rye Whiskey at their request, because we know that whatever the amazing bartender community can dream up is worth doing.” The new campaign builds on this ethos of innovation and risk-taking.
Multi-Channel Media Rollout
The Doing Over Dreaming campaign was developed in partnership with creative agency Anomaly and debuted in June 2025 across digital, social media, national TV, cinema, and out-of-home advertising. Campaign placements include bus wraps, painted walls, wallscapes, and full building dominations in cities such as Los Angeles, New York, San Francisco, Chicago, Tampa, and Atlanta. The visual design features the iconic Bulleit bottle on the brand’s signature orange background with bold black typography and straightforward messaging, including “Smooth and Full of Grit” and “No Rest for the Restless.”
Collaboration With First We Feast and Sean Evans
Bulleit is extending the campaign with a new content partnership featuring First We Feast and Sean Evans, host of Hot Ones. Together, they will launch a digital series titled One More Round, highlighting three cultural voices who embody the spirit of turning ambition into reality. The episodes will premiere in Fall 2025 across First We Feast’s website and social platforms.
A Tribute to Action and Innovation
“Bulleit has always been a whiskey rooted in action. This campaign is a reflection of that spirit, where big ideas meet bold momentum,” said Johannah Rogers-Omishore, Brand Director at Diageo for Bulleit Frontier Whiskey. She added, “Doing Over Dreaming isn’t a tagline because actions speak louder than words. It’s an ethos that drives us and a tribute to the spark that happens when creativity and dedication collide.”
More details about the campaign, brand portfolio, and limited-time whiskey innovations are available at Bulleit.com or through Bulleit’s social channels.
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