For years, Basil Hayden's has been a go-to for in-the-know bourbon drinkers. Preacher was engaged to keep the sense of discovery around this unique product while introducing it to a broader audience through influential consumers and bartenders. We started by building the brand's voice and world to balance its sophistication and soul, making Basil Hayden's feel as distinctive as the bottle and its contents. With a highly giftable package, an approachable 80 proof liquid and a personal name, we developed the "A Bourbon of a Generous Inclination" campaign. We launched online films centering around a generous, stylish host, which were created to work with or without sound as well as point of sale tools, print and a new site. Today it is the fast-growing ultra-premium bourbon.