Bulleit Launches New Brand Campaign: “We Aren’t Made To Be Still”

Posted on by Scott Dilley

Bulleit Frontier Whiskey recently launched its biggest US brand campaign to date: “We Aren’t Made To Be Still”.

The new initiative draws from the same spirit of “relentless experimentation that created its expectation-defying flagship bourbon and continues to drive the brand’s commitment to pushing the frontiers of what American whiskey can be.” The campaign emphasizes the brand’s dedication to pushing boundaries and evolving, reflecting the essence of Bulleit Frontier Whiskey. Through various multimedia platforms, the campaign seeks to engage audiences with its bold messaging and distinctive branding.

“We Aren’t Made To Be Still” will act as both a beacon and a call to action for anyone who resonates with the ‘Frontier Mindset’- the restless energy that continually drives Bulleit to challenge the status quo through constant experimentation.

Credit: Bulleit Frontier Whiskey

Central to the campaign is a series of visually striking advertisements and digital content that capture the adventurous spirit of Bulleit Whiskey. These materials highlight the brand’s rich history while showcasing its ongoing commitment to breaking new ground. The campaign leverages compelling storytelling to connect with both longtime fans and new consumers, reinforcing Bulleit’s position as a leader in the whiskey industry. The creative content was developed by Anomaly with PHD handling media strategy and implementation.

The launch of this campaign is set to boost Bulleit’s visibility and appeal in a competitive American Whiskey market. By focusing on the theme of constant movement and innovation, Bulleit aims to strengthen its brand identity and resonate with a broader audience. This strategic move aligns with the company’s goals of expanding its market presence and solidifying its reputation as a forward-thinking whiskey brand.

‘We Aren’t Made To Be Still’ captures the restless energy that has driven the Bulleit brand from the beginning as the definitive Frontier Whiskey. This drive to defy conventions led us to innovate with our high-rye mashbill bourbon, and also establish Bulleit as a leader in the modern Rye whiskey category with the launch of our flagship Rye in 2011. This same spirit continues to inspire us as we explore new ways to push the boundaries of whiskey and lead innovation across emerging whiskey styles like our recent introduction of Bulleit American Single Malt.
– Jesse Damashek, SVP of Diageo’s Whiskey Portfolio

Bulleit, founded in 1987, is one of the fastest-growing whiskeys in America. The brand attributes that growth to bartenders and cultural partners who have adopted it as their own. The Bulleit Frontier Whiskey portfolio is distilled and aged in the Bulleit family tradition, using a distinctive high rye recipe, which gives them a bold, spicy, yet distinctively smooth taste.

In 2017, Bulleit celebrated its 30th anniversary with the opening of a new, state-of-the-art distillery located in Shelbyville, KY. In 2019, a Visitor’s Centre at the Bulleit Distilling Co. in Shelbyville opened to share our modern, technological, and sustainable approach to making great whiskey. In 2021, Diageo opened its first carbon-neutral whiskey distillery in Lebanon, KY with Bulleit being the first and leading brand being produced at the site and supplementing existing production at the Bulleit Distilling Co.

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