Rebel Yell Bourbon: Launching in the UK

Launching Rebel Yell Bourbon through music

The Challenge

Launch a traditional American bourbon brand in the UK and reposition their image to engage different UK audiences.

The Solution

Create a strategy around "Band of Rebels" that would champion different music scenes around the UK. We would identify the most talented artists from local scenes and host exclusive events at quirky new venues.

The Results

  • Relationships with numerous bars and bartenders that were interested in stocking and learning more about the brand

  • 3 sold out events across London with over 1,000 potential consumers exposed to the brand and trialing the product in a controlled environment

  • Built relationships with musicians, influencers and local communities

  • A global content toolkit that could be adapted to all regions