Beam Suntory and Pernod Ricard
Four years of brand programs in Boston for Maker's Mark, Jim Beam, Suntory Toki, Laphroaig, Jameson and Absolut Elyx, each built around a moment the city already loves.
The problem
Every bar in Boston pours the same bottles. These brands needed to be the one people remembered from the night itself, not the shelf.
Boston's big days
Maker's Mark showed up where the city already gathers: Head of the Charles, Marathon Monday, Derby day and the holidays. Jim Beam brought a barrel picked by a small group to Fenway on Opening Day.
Through the bartenders
Suntory Toki brought the Japanese highball to Boston with a bartender competition. Laphroaig ran tastings where nobody was told what to think, and Absolut Elyx won the city one bar at a time.
At the table
Jameson went from the shot glass to dinner: Caskmates at the Harpoon brewery, then long tables and toasts at the Black Barrel Supper Series.
Results
