Bourbon Lens Thoughts:
Yellowstone – For All! That is right, bourbon isn’t just a man’s drink anymore; it is for everyone. With Yellowstone Bourbon’s new ad campaign, they look to expand the reach of their audience. We are looking forward to seeing these ads!
‘Always keep the park within reach’ campaign expands upon Yellowstone Bourbon’s ‘For All’ brand positioning, while leveraging the bond between bourbon and park
Yellowstone Bourbon – the 151-year-old brand now produced at Lebanon, Kentucky-based Limestone Branch Distillery, a stop on the world-famous Kentucky Bourbon Trail® craft tour – announced it has rolled out three new ads, along with a new ad-buy strategy to expand its reach. The new ads, which began airing Oct. 1, follow the theme: “Always keep the park within reach.”
Since its inception in 1872, Yellowstone Bourbon has shared a connection with America’s first national park, and we’ve sought to highlight that through our brand story. As we look to the future of the Yellowstone brand, our focus is on leveraging the bond between our bourbon and the park it was named after.
Kelly Panzitta, Yellowstone Bourbon Brand Manager
Yellowstone Bourbon tapped St. Louis-based Rodgers Townsend to create the new spots. The agency most recently worked with the brand to create the “Yellowstone – For All” campaign, of which the current advertising theme is an extension. The new ads illustrate by choosing Yellowstone – at the bar or at home – the spirit of the park is never more than a pour away. The series of new ads was designed to appeal to the brand’s loyal customers, as well as to attract its emerging female audience and younger consumers 21 and older.
The brand team called on media buying agency Ansira to help Yellowstone Bourbon reach a broader audience for the remainder of 2023 and into 2024. Among the changes, Yellowstone has finalized an ad buy with CBS Sports to appear during NFL broadcasts this fall for the first time ever across several platforms. The spot began airing on Oct. 1 on digital, streaming and linear TV. The ads will appear during NFL games on October 29, November 26, and December 10 and on CBS Sports Live Streaming from October 1 – December 31.
We are excited to invest in sports to broaden our audience and create greater awareness for the Yellowstone brand. With the NFL’s historical strength reaching the male audience and its growing popularity among women, it was a logical choice. Moving our overall focus to leverage live sporting events has the potential to yield us up to 70 million impressions – a 282% increase resulting from shifting to the new sports-focused plan. We’re excited to partner with CBS to tell Yellowstone’s story to more consumers.
Kelly Panzitta
Both the whiskey category and the NFL have experienced steady growth in popularity among women. According to Mintel’s Dark Spirits US, 2022 research, the share of women aged 35 to 54 who drink dark spirits increased from 19% in 2019 to 28% in 2022. And according to a February 24, 2023, Sponsorpulse article by Jessa Morris, 53% of American females engage with the NFL. This figure is supported by a 2021 SSRS Sports poll – referenced in a Nov. 18, 2022, USATODAY article – that revealed women and girls made up 46% of the NFL fanbase (ages 8-plus) in the U.S., amounting to 84 million female fans.
About Yellowstone Bourbon
Founded by pioneer distiller Joseph Bernard Dant, Yellowstone Bourbon was named for our country’s very first national park in 1872. In 2011, seventh-generation Master Distiller Steve Beam – a descendant of both the Dant and Beam distilling families – founded Lebanon, Kentucky-based Limestone Branch Distillery and resurrected the Yellowstone brand with the creation of Yellowstone Select Bourbon.
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