Avenue Vine

Beam Global Spirits & Wine is launching an advertising campaign for its Knob Creek bourbon.

The campaign, entitled ‘Drink Life Deeply,’ is Knob Creek’s first promotional push since 2001.

The multi-million-dollar campaign includes three executions that will run out-of-home and in men’s magazines including Esquire, Fast Company, Men’s Journal, Spin, Wired and The New Yorker this year, Beam Global said yesterday ( February 21, 2006).

“We want consumers to go beyond simply identifying Knob Creek with its distinct flask-shaped packaging,” said Sam Seiller, director Knob Creek, US, Beam Global Spirits & Wine.

“With an increased interest in super-premium bourbons, it’s important for consumers to fully discover the rich, bold flavours and depth of Knob Creek and the Drink Life Deeply campaign does just that.”

The print execution features conversations that highlight the campaign’s tagline Drink Life Deeply and calls on consumers to stand for something, such as “At some point in time a man switches from ‘I’ll have what he’s having’ to ‘I’ll have what I’m having’” and “The presence of a barstool shouldn’t prevent you from standing for something.”

Source: “Knob Creek gets advertising push,” J-DET, February 22, 2006